Charities have a harder job than most when it comes to their marketing. While most brands offer their customers something in return for their custom, charities have to appeal to their donors’ generosity to see donations — easier said than done.
Charities need to up their game to see results. As a consequence, their marketing campaigns are often creative, innovative, and truly inspiring. Here are four of the best (and what you can learn from them).
Back in 2014, the UK-based charity Save The Children partnered with creative agency Don’t Panic to arguably create the most hard-hitting marketing campaign on this list. Titled If London Were Syria (or Most Shocking Second a Day on YouTube), the first ad followed the life of a London schoolgirl whose life is turned upside-down when a civil war erupts in the UK. Created to bring the plight of Syrian child refugees to an otherwise distant audience, the ad was followed up two years later by another video following the same girl as she continues to survive in a war-torn UK.
What you can learn from it: charities often work with terrible events or situations that seem unimaginable to western audiences.
War, genocide, and even domestic issues such as homelessness are incomprehensible to most donors. But by making these things relatable to your audience, even by forcing them to painfully confront these issues as Save The Children did, you’ll create an effective and impactful marketing campaign. Read more »
AFP Toronto’s Congress was an empowering and highly personal experience that is changing my outlook towards the fundraising sector. But it didn’t start off that way.
It started with my arms crossed against my chest and my mouth drawn tightly into a straight line. It was a frown to be honest, but it could have been mistaken for concentration.
Hadiya Roderique was giving the first plenary speech at Congress, Canada’s premiere educational forum for fundraisers. Ms. Roderique’s experience as a black lawyer on Bay Street made front page news of the Globe and Mail last fall, and here, her powerful and informed speech tackled the racism and exclusion present in Canada’s corporate culture. Her observations, statistics and personal experience brought the conference’s theme, “Disrupt Philanthropy” sharply into focus. It showed that philanthropic culture in Canada was not immune to the “-isms” that affect other sectors. For me it touched a nerve that I was used to covering up.
“Why is she talking about this?” I thought. “We already know this! Just deal with it and move on!”
Well, that’s exactly what she was doing. Head on. I too am a black woman. I am a fundraiser working in Ottawa since 2005. I know what it feels like to be the only person of colour in a crowded room. But I don’t talk about it. Instead I’ve gotten used to the discomfort and moved on. But am I moving? Really?
Vanity A La Mode, in front of podium, disrupting philanthropy in all the right ways
In my previous article on AFP Congress 2018, we explored how charities can reverse declining revenues by delighting donors, more specifically, by personalizing communications, running experiential events, and designing frictionless webpages. Ultimately, it’s people that drive and nurture such decisions, but how do we facilitate this kind of innovation and disruption? We do it through transformational leadership which requires introspection followed by extrospection.
Kishshana Palmer, presenting on transformational leadership and emotional intelligence
In Kishshana Palmer‘s session, she focused on emotional intelligence (EI) and its ability to help us motivate, inspire, boost, and push others, in turn, helping us become transformational leaders. According to Ms. Palmer, EI can be broken down into four domains or competencies: self awareness, self management, social awareness, and relationship management. Although the framework is centred around emotions, I believe it’s a good general framework for all contributing aspects of transformational fundraising leadership. Read more »
Originally published on LinkedIn by Debra Thompson.
As I sit here on this unseasonably cold November day, I am reflective. This week, I spent 3 days in Toronto, starting very early Monday morning, at my very first AFP (Association of Fundraising Professionals) Toronto Congress and I am in awe. Before I share why, let’s take a step back.
Earlier this year, I embarked on a quest to investigate my next career move. After over 20 years in corporate sales, it was time for a change. A shift in my way of thinking. It had been a rough 4 years, including family health issues, mom’s second cancer diagnosis and the suicide of my dad. I recognized it was time to reflect, recalibrate and regroup to decide on my future career choices. This explorative journey with my career coach, Barbara Wilson, of Thrive Career Coaching, by my side, landed me smack in the middle of the non-profit sector, and specifically, into the world of fundraising. I realized that my corporate sales skills were transferable and in alignment with my values as a lifelong volunteer and I had a strong desire to do good and give back. In conversations with some amazing non-profit sector leaders, all roads led to AFP. Read more »
With AFP Congress only a few weeks away, I’m starting to get excited to reconnect with my fundraising friends, meet some new contacts, and learn a few tips and tricks to help me excel in my role. While some people find conferences overwhelming (they are), with a little preparation, they can be very rewarding. Here’s what I like to do in order to maximize my Congress experience.
Whether you’re planning to meet specific people or just chatting with the person beside you at lunch, Congress is the perfect opportunity to connect with other great minds in our sector. I like to have a couple of questions prepared, so I don’t feel like a robot asking everyone I meet the same thing. It’s okay to write down some notes, especially if there is a key person you’d like to chat with. I also like to connect with new contacts on LinkedIn right away. It’s a great platform to grow your network and communicate with like-minded professionals in the industry. Try to send a personal message noting where you met.
This can be a hard one for all of us, especially when there is temptation to check your email constantly throughout the day. Since I’ve made the commitment to attend Congress and learn something new, I do my best to focus my attention on the session content instead of worrying what’s going on back at the office. I like to check my email in-between sessions, so not to be distracted from an interesting presentation or discussion. I use my out of office message to let people know that I’m at a conference learning something new that will help make me better at my job.
Every industry has speakers who are a staple within the events circuit, familiar figures on the conference stage; but what happens when the industry changes? Or those speakers start to retire? This year has seen a number of speakers new to the non-profit world or, in fact, new to speaking altogether take the stage – and this is in no small part due to the launch of the AFP Greater Toronto Chapter’s Speaker Discovery Series (SDS).
Recently, Laura Champion, Chair of the Education Committee for Congress 2018 and Founder and Chair of the AFP Speaker Discovery Series, sat down with Mo Waja, one of our Congress 2018 Speakers, on the Let’s Talk Speaking podcast to discuss what speaking looks like in the non-profit sector, discovering new speaking talent, and how organizations within and beyond the non-profit industry can begin building their next generation of speakers.
Check out the episode below as well as on Apple Podcasts, Google Play, and Stitcher, and don’t forget to buy your tickets for the next SDS – Special Pre-Congress edition happening on October 24!*
*This edition of the Speaker Discovery Series is free for Congress delegates!
Learn more about our 2018 Congress sessions, speakers, and register here.