Archive for the ‘Fundraising’ Category

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Nouvelle campagne et nouveau dispositif Facebook pour la quête nationale Croix-Rouge « Sans don, pas d’action ».


2011
05.14

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Posted in campaigns, Fundraising | 5 Comments »

For the first time on my blog, I’m going to write in French, because I’ve a lot of things to say – just kidding :) So the subject is the annual national collect organized by the French Red Cross.

 

J’ai eu la chance hier matin d’être invitée à la présentation par la Croix Rouge Française de sa nouvelle campagne pour la quête nationale 2011 et de son nouveau dispositif Facebook (un peu de patience, je vous le dévoile un peu plus bas ;) )

Petit rappel, nous avons eu depuis quelques temps l’habitude de voir les campagnes de cet événement Croix-Rouge portées par Adriana et Robert. Dans cette nouvelle campagne Adriana n’a pas disparu pour autant, pas de panique ;)

Cette édition 2011 se veut plus sérieuse, avec un retour aux sources même de l’action de l’ONG. A travers son spot vidéo, elle nous rappelle ses domaines d’intervention avec la distribution des repas (50 millions chaque année), les secours aux personnes (76 000 par an) ou encore l’aide aux personnes dépendantes, aux enfants en dangers et aux individus en perte de lien social avec pour objectif la reconstruction de ce dernier. Elle agit également dans la formation des infirmières et plus connu par le grand public pour ses actions d’urgence et de développement au niveau international.
C’est donc un retour aux bases du secteur et des actions de la Croix-Rouge, qui se traduit parfaitement dans le slogan de cette nouvelle campagne « Sans don, pas d’action », car rien de tout ça n’est possible sans la générosité du public.

L’ONG a décidé d’utiliser tous les supports de communication pour faire passer son message : télévision, presse, web. En parlant de web, je vous ai annoncé un peu plus haut une innovation Facebook pour cette campagne… (roulement de tambours, pour l’effet)… la voici donc :

Cette nouvelle appli Facebook « Humanisons le web » est à la fois une quête en ligne et un jeu concours. Elle a pour principe de permettre au public de s’informer sur l’ONG mais également de visionner et partager les publicités d’autres délégations à travers le monde et des petits films de quelques minutes sur la réalité des actions de la Croix-Rouge Française. Il y a aussi la possibilité de gagner une initiation aux premiers secours avec Adriana (et oui Messieurs !) ou un séjour pour quatre personnes à Disney Land. Pour le concours, le but du jeu est simple : gagner un maximum de points en étant acteur de la diffusion du message de la Croix-Rouge sur Facebook grâce à différentes actions : installer le badge sur sa photo de profil, voter pour les vidéos et les partager, faire un don, et bien évidemment : inciter ses amis à rejoindre cette mobilisation en ligne.

Petit tour de cette appli :

 

 

 

 

Et comme on ne se fait de meilleure idée que par soi même, je vous invite à aller directement sur la page Facebook pour vous faire votre avis et me dire ce que vous en avez pensé ;)

Selon moi, c’est une campagne ambitieuse mais qui met en avant ce qu’elle est, tout simplement. L’accroche de la vidéo est peut être moins importante que les années précédentes mais cela reste en corrélation avec l’objectif de cette campagne. J’aime également beaucoup cette idée d’humaniser le web en donnant la chance à cette communauté de devenir à son tour acteur et bénévole par ce canal de communication.

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WaterAid: The Diarrhoea Song – Dig toilets, Not graves


2010
09.01

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Posted in campaigns, Fundraising | 5 Comments »

WaterAid offered a new campaign about a common disease in our countries: Diarrhoea. The NGO chose to speak about it because it causes a high rate of infant mortality in poorest countries.

Who is more appropriate to speak about infant mortality than children? This group of children from primary school is fun; singing a song about diarrhoea, making noises, like any children in our countries. However, when the child from a southern village ends the song, he is not having fun or laughing. He seems more serious and less carefree. This effect is reinforced by the number of children dying of it every day, which adds a tragic dimension.

The advantage of choosing kids to sing and speak about it is a good way to avoid pathos, even if the off screen voice is kind of tragic. Nevertheless, the organization didn’t fall into the common use of dying children to encourage people to make donations. So the interesting point is this use of childish lightness to pass a message. It also reminds us that a simple annoyance like diarrhoea can have more disastrous implications in poorest countries. Meanwhile, they make the solution quite “simple”: dig toilets and we can easily help through donations.

The most interesting aspect for me in this campaign is that humour and simplicity are a good way to speak about delicate subjects. A thing that sometimes we forgot ;) .

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An interactive campaign for ALS Awareness month


2010
06.07

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Posted in Fundraising | 3 Comments »

This month is ALS (Amyotrophic Lateral Sclerosis) awareness month. For this « occasion » ALS Society of Canada organizes an interactive campaign to make people understand what ALS means to those who have it and to their families.

This website has the advantage to make people experience what a simple daily act – for us – can be for people affected by ALS. Moreover this interface has the benefit to be simple and uncluttered, which makes it easy to interact with and increases the message’s impact and its aim: gather donations to find a cure.

Source: osocio.org

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UNICEF: child abuse campaign


2010
05.06

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Posted in Fundraising | 5 Comments »

Here is a really good campaign from UNICEF South Africa created by Y&R Johannesburg:

The interesting aspect of this campaign is that they used oppositions to make people react. For example, they opposed two perceptions of toys. You have on one side the children/toys relation; commonly they consider their toys as their own world, here to listen to their pain, secrets and even to protect them. Conversely, adults consider them like harmless objects. And we all know, as grown up, that they can’t protect children.

On the other hand, the realization reinforces this effect. We are in a child room and the toys are protecting him/her from the outside. The interesting point is that the child is in a dark bedroom, which seems to be safer than outside where there is some light. And usually we feel more secure when there is light.

In addition, we are in the same room and we are just looking at a situation, not knowing what is behind the door. Letting people imagine what may happened can be more powerful than showing abuses. So, in asking that question “If you don’t fight child abuse, who will?” they encourage people to take a decision, to act. And we know that toys won’t protect children if we don’t. This is a really good fundraising campaign! Good job!

Source: adsoftheworld

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« Coin-shells » for the Salvation Army.


2010
03.28

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Posted in Fundraising | 9 Comments »

This is a very interesting fundraising campaign which took place in Norway. This campaign was realized in January 2010 by Try, Oslo, Norway for the Salvation Army: « Roof over head and a bed to sleep in ».

What I really like in this campaign is that they used urban elements, which is our ordinary environment. They reinvented an element which is common to all of us; people use bus shelter all the time to go to work or to go back home and sometime it is a shelter for homeless. Transforming ads-shells in coins-shells for the benefits of homeless is a good idea, because we usually have some coins in our wallet and we waste a lot of time waiting for the bus. So we have time to read those ads and make a donation. Moreover, we also have the opportunity to see the immediate effect in creating the bed or the roof with coins and it encourages people to make donation to finish it.

Those ads reminds me another one from MIRA Canada representing a guide dog with coins and encouraging people to make donation for helping disabled individuals to get a guide dog.

Source: adsoftheworld

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ENPA: a great fundraising campaign


2010
03.16

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Posted in Fundraising | 2 Comments »

ENPA is suggesting to us a fundraising campaign created by Lowe Pirella Fronzoni agency (Italy) to raise funds for creating a rehab center to cure the victims of cosmetic tests:

Source: adsoftheworld

This is a really interesting nonprofit campaign because they succeed to create an emotion and to attract people attention in playing with red make-up boxes to suggest a bleeding puppy. Moreover, they use a beagle puppy for this print which one of the most use dog race in animal testing because of its kindness. So they achieve to pass a clear message without a word.
In asking for only 1 euro donation via text message to 48585 (Italy), they increase their chances to raise funds because it is a cheap and fast donation.

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Pathways to Housing’s campaign: a virtual homeless in NYC


2010
03.14

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Posted in Fundraising | 4 Comments »

This is an amazing initiative to increase people awareness of homeless situation in NYC and at the same time to implement a fundraising campaign. Pathways to Housing and Sarkissian Mason agency created this campaign:

I believe that this campaign has all ingredients to become a success:

  1. They created an interactive and innovative communication campaign with a life-size digital projection of a homeless man, shivering as he sleeps on the street. Pedestrians also have the occasion to interact with this man via a text message. When they send « Home » to 56512, another video projects a door on the wall as a new home for this man. People are able to see the result of this simple act and the benefit of it.
  2. This campaign is using a video projection in the street so it is integrated in people environment.
  3. The fundraising campaign is based on mobile technology which is completely integrated in our way of life. Moreover, this way of donation can be use by people who are on the go because it is really simple; the person who sent the text message receives a message back asking if they would like to make a $5 donation that would be added to their cellphone bill.
  4. $5 is not a big deal for a lot of people and adapts to the actual economic context.

Source: osocio.org

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Sidaction: 2010 fundraising Campaign


2010
03.08

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Posted in Fundraising | 3 Comments »

This year the French organization Sidaction is doing its annual fundraising campaign (March 3 to April 11) on the theme: Research. They created a dynamic online donation page which answer the usual question « what is happening with my donation?« :

On this donation page you can see researchers on surveillance videotapes, which is innovative and really positive for a fundraising strategy. You put donors at rest in showing them how their money is used and putting them in a « supervisors » position. By answering your donors’ questions and fears through an unexpected fundraising campaign, you will increase your chances to raise funds and maybe to gain permanent donors.

The Sidaction’s campaign is promoted  with a video from Leo Burnett, reminding us that we can prevent AIDS but we need research to fight it and for that they need our donations:

So to help the fight against AIDS, don’t be afraid, donate !

Donate to 110 or www.sidaction.org, March 3 to April 11

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A credit card in fundraising strategy


2010
03.07

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Posted in Fundraising | 4 Comments »

Another interesting use of social media for fundraising in France!
Credit Cooperatif creates a new « donor credit card »; each time you buy something with it you give 5 cents to your association in the partner list (Action Against Anger France, Aide et Action, AIDES, Fondation Energies pour le Monde, France Nature Environnement, Médecins du Monde, SOS Villages d’Enfants, Surfrider Foundation, Terre & Humanisme et Unapei).

To promote this card, they created a video posted on you tube, asking you what you can buy with 5 cents (each time someone watch it, 5 cents are donated to the associations):

As we can see we can’t buy anything with 5 cents. So this clip is a good way to convince people to be part of this adventure. Moreover, when you withdraw some cash with this card the bank gives to your association. It is also a real interesting partnership for nonprofit organisations because they gain permanent donors.

It is another intelligent use of social media in a fundraising strategy. They based their campaign on two different phenomenons: social media and a simple donor act part of our daily life. It is two major tendencies in fundraising strategies, which can let us see a real adaptation to the society evolution and the new economic context.

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MASSIVEGOOD: An innovating fundraising solution


2010
02.28

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Posted in Fundraising | 6 Comments »

An innovating fundraising solution is just born: www.massivegood.org. They are creating a buzz on Twitter and Facebook through this video:

This video is based on  kinetic type with an uncluttered style, which is quite new in nonprofit communication. The video is well structured; convincing people by facts and numbers that they can help UNITAID to fight three of the worst diseases in the world: Malaria, Tuberculosis and HIV/AIDS by a simple and easy individual act.

This solution is to propose an innovating answer to raise funds; choosing everyone instead of some affluent people.  We can compare this to the « butterfly effect » in popular culture: a minor action can have a large impact, especially when there is millions of minor actions to reach a same goal.

To promote this deed they are using a new way of donation, already seen in Haiti’s fundraising campaign organized by the American Red Cross. It is lauding the implementation of this action in our daily acts: easy, simple, fast and not expensive. It seems to be an interesting evolution of fundraising communication, maybe more adapted to our new way of life and probably to the new economic context.