Mr WordPress on If The Cause Is Noble, “…
While walking back from class one day, I counted and observed nonprofit advertisements.
I was shocked.
Numerous students were wearing shirts sporting non-profit organizations such as Invisible Children, PETA, and The Susan G. Komen Breast Cancer Foundation. Also, there were student-created signs and graffiti promoting their nonprofit of choice.
All of these were such beautiful representations of the worth of the cause advertising itself, or at least I’d like to think. 19 beautiful representations.
I began to wonder, in light of my newly acquired nonprofit advertising wealth of knowledge, whether these students genuinely cared to support and aid the causes they were promoting, or if a successful nonprofit ad campaign just made it cool. Then it hit me- it doesn’t matter.
These nonprofits were created with purpose and with heart. They want to change, cure, free, and revolutionize. If making a cause “cool” is the effective way to do so, then that’s all that matters. After all, isn’t that the purpose behind putting money into nonprofit advertising anyways?
It’s really neat to see the advertising community come together to help those in need of communicating, who may not have the adequate resources. Although a few posts ago may have highlighted the negative attributes of receiving free aid from an ad agency, this shouldn’t take away from all efforts to help the non-profits.
A nonprofit can have as many ideas as they can imagine to creatively solve world problems, provide assistance, or prevention, but with out credibility, recognition, and funding, it’s all for not.
On the flip-side, those actively engaged within each of the aforementioned agencies all must possess a decent amount of skill within the communications field. Why not use their powers for good? Selling condoms, alcohol, and cigarettes may pay the bills, but it certainly doesn’t seem morally satisfying. An account for Join(red), an AIDS prevention organization, the Go Green Initiative, or Darfur Peace & Development would be a breath of fresh air.
What a cool way to help out and give back.
Credits: Ad Council. (n.d.). Volunteer Advertising Agencies. Retrieved March 22, 2011, from Ad Council website: http://www.adcouncil.org/default.aspx?id=73
See3 Communications and YouTube have graciously sponsored a nonprofit video awards competition. This not only allows for recognition of those doing great advertising for nonprofits, but it also encourages those to compose great advertising for nonprofits in the first place.
The four categories of awards are Best Small Org Video, Best Medium Org Video, Best Large Org Video, and Best Thrifty Video.
Here are the winning videos for this year:
Best Small Org Video
Best Medium Org Video
Best Large Org Video
Best Thrifty Video
Credits: YouTube. (2010). Do Gooder Nonprofit Video Awards [Video Competition]. Retrieved March 23, 2011, from YouTube website: http://www.youtube.com/nonprofitvideoawards
16,809 Facebook users like the group on Facebook titled “Nonprofit Organizations.”
This group has an audience of 16,809 members wanting information on any nonprofit in the world. This audience desires to help, fund, and support nonprofits. Jackpot.
In addition to announcing a multitude of nonprofits, increasing awareness, and raising funding, this group also looks to assist nonprofits in becoming more efficient themselves. Like the old Chinese proverb says, “Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime.”
This Facebook group helps the nonprofits through announcing information sessions such as, “Just a FYI :: I have two webinars coming up next week for nonprofits covering mobile websites, group text messaging, text-to-give, mobile social networking and location-based communities like Foursquare, Gowalla, and Facebook Places.:)”
Also, they are helping nonprofits excel in the same medium in which they have themselves, Facebook!
“90% of the power of Facebook Page is in the Status Updates [showing up in the News Feeds]. These five nonprofits are excellent examples of nonprofits who understand and embrace that, and have worked hard to find and perfect their Facebook voice.
Credits: Nonprofit Organizations. (n.d.). Retrieved March 24, 2011, from Facebook website: http://www.facebook.com/#!/nonprofitorgs?sk=info
Beware of big advertising agencies seeking to gain prestige and awards through offering free advertising to nonprofits.
For example, the advertisement created by DDB Brasil for World Wildlife Fund. (Fox, 2009) This ad, pictured above, references a natural occurrence, a tsunami, with a terrorist attack, 9/11. This correlation doesn’t effectively speak towards the WWF audience of caring for wildlife. It is controversial, emotionally painful, and would most likely alienate more audiences than draw audiences into the cause.
Perfect for an award, not for increasing support and aid for WWF.
Although awards were won, WWF “to their credit, has denounced the work.” (Fox, 2009)
Credit: Fox, Greg. (2009, September 20). Award-winning stupid nonprofit ad raises eyebrows (but probably no money) [Web log message]. Retrieved from http://www.donorpowerblog.com/donor_power_blog/2009/09/fun-week-awardwinning-stupid-nonprofit-ad-raises-eyebrows-but-probably-no-money.html
This creative endeavor by Publicis Mojo, Auckland for the Campaign Against Landmines in New Zealand has taken nonprofit advertising to a whole new level. In New Zealand, these packets of ketchup were used in restaurants around the country.
People actually put child blood on their french fries.
The need for awareness of the dangers of the landmines were great, so I suppose that drastic measures needed to be taken.
Child blood? On my food? That I will eat?
No, thank you, but I will donate to the cause provoking such a drastic display of danger and violence. Anything to keep the ketchup foot blood off of any food anyone will eat, ever.
Job well done, Publicis Mojo.
Credits: Publicis Mojo (2006, April). [Ketchup Sachet] [Advertisement]. Retrieved from Coloribus database.
Can nonprofit advertising save a species?
The Sea Shepherd Conservation Society thinks so. They created a series of advertisements utilizing images of panda bears where one would typically find tuna fish. One endangered species is replaced by another species with a more prominent rescue mission.
This attempts to translate the care taken to preserve the panda bear species to the mission to save the bluefin tuna. After all, the panda bear is part of the WWF logo, great species choice by the Sea Shepherd Conservation Society.
This advertisement includes the copy, “The bluefin tuna is now on the brink of extinction, thanks to industrial overfishing and corporate greed.”
In many cases, an advertisement manipulates the public into consuming in order to obtain a profit. In this ad, they do the opposite. They are advertising against industry and corporate greed, against consumption.
So that would have non-profit advertising as manipulating against manipulation?
Save the bluefin tuna!
Credits: Ogilvy & Mather (n.d.). When you see a tuna, think panda [Advertisement]. Retrieved from http://www.ads-ngo.com/tag/sea-shepherd/
Why would someone donate to you, if they don’t know you or what your organization is doing?
ME&V Fund-raising advisers have created a podcast to explain how to get your organization out there, effectively, in order to obtain charitable dollars for your cause.
The podcast explains that one must “take steps to build own identity through branding” because, “when people know you, they are more willing to donate to you.”
Differentiation is also important in the realm of non-profit advertising, as “there are so many organizations now fighting for charitable dollars.” Your cause must stand out in order to get the financial backing necessary in order to help in the way that you have worked so hard in created a nonprofit organization to do.
How will you differentiate your cause from all of the other great causes out there?
This podcast explains to “know your audience, they need to know exactly what your organizations mission is before they will invest.” Your audience would be considered any potential donors. You need to know them in order to find a way to allow them to help most effectively in accordance to what they are looking for and what your organization is needing.
Some tips they give out are to create a well-made and useful website, establishing credibility. Also, it’s important to integrate a logo, tag line, and reinforce these entities in every message communicated by your nonprofit.
“Branding goes beyond creating a look, it creates a loyalty.” The podcast explains that loyalty is key in donor relations. Branding is a great first step. In addition, it would be helpful to give donor a positive experience every time they interact with your organization, be straight forward with where dollars are going, keep in touch, thank them 7 times, nurture relationships, be creative, and act on their suggestions and comments. People give to people, so create relationships. Once they know you, they’ll get involved.
Listen to the podcast here: http://itunes.apple.com/us/podcast/me-v-advertising-cousulting/id275014394
Credits: ME&V Advertising (Producer). (2008, February 25). Branding Your Non-profit Organization. [Audio podcast]. Retrieved from http://itunes.apple.com/us/podcast/me-v-advertising-cousulting/id275014394.
ACT, a nonprofit association, advertises desperate global issues, “promoting responsible communication.”
Social issues that need to be brought into the limelight, and obtain global recognition are creatively displayed in ads in a manner to persuade the audience with a desire to assist.
ACT uses an appeal to the common American child complaint of having to clean his or her room. This boy doesn’t have too much of a room to clean. Message received- count your blessings and help those with out the privilege of complaining about chores.
ACT speaks powerfully against global warming. Message received- we are hanging the next generation through our irresponsibility with the environment. We must recognition the potential damage that we are doing through our mistreatment of the earth, and reverse the damage done.
ACT speaks out to prevent child molestation through this disturbing image. Message received- child molestation and sexual abuse “hang on” to a child, and we must do everything in our power to protect children from this tragedy.
Credits: ACT Responsible. (n.d.). Creative Gallery of Responsible Communications [Advertisements]. Retrieved March 10, 2011, from http://www.act-responsible.org/public/index.php?public=16