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Cause Marketing

World Wildlife Federation Finds Another Use for Snapchat

Last week we discussed why Snapchat might be the future of content marketing with ICED Media president Leslie Hall.

In case you’re still skeptical, here’s a very clever campaign from the World Wildlife Federation Denmark and agencies UncleGrey (Denmark) and 41? 29! (Turkey) that combines a few topical elements: a traditional video clip, selfies, hashtags, the temporary nature of Snapchats and the emotional components that make content sharable.

While the campaign might not directly encourage fundraising, it’s certainly a creative use of the medium.

[H/T PSFK]

Mediabistro Course

Storytelling for Media Professionals

Storytelling for Media ProfessionalsStarting April 22, this in-person workshop will teach you the specific ways to incorporate storytelling into your personal and professional life. Students will examine the role of storytelling in business and put their newfound skills into practice with a series of improvisation, writing, and presentation exercises designed to help them uncover personal stories. Register now! 

Here’s How to Optimize Your Charity Fundraising in 2014

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If you work with nonprofit clients, then you should be familiar with a couple of the key findings from consulting company M+R’s new “benchmarks” study on trends in fundraising:

  • Donation rates are higher than ever before, with online giving rising 14% overall in 2013
  • Social media audiences are rapidly expanding: Facebook followers increased 37% and Twitter totals rose 46% over the past year

AND YET…

  • All corresponding email stats declined in 2013: open rates, response rates and advocacy emails

What does it all mean? We’ll tell you, with the help of M+R VP of creative development Will Valverde, after the jump.

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‘Miracle Machine’ That Turns Water into Wine Isn’t Real: Actually Elaborate Stunt for Nonprofit

Wine To Water | MiracleIf you were one of the many thousands who were super stoked about the Miracle Machine that can turn water into fine wine in just a few days, we hate to burst your bubble, but that feat will have to be left to the big guy upstairs after all — the machine was a hoax, but before you get too upset, you were fooled for a really good cause (and you can still get some wine out of the deal).

A video released a few weeks ago featured an elaborate story and presentation of the Miracle Machine, which would supposedly allow you to make high quality wine at home in just three days. The video went viral and has been viewed more than 200,000 times. All this attention has created the perfect environment for the people behind the video–the nonprofit Wine to Water–to release their punch line: the gadget doesn’t exist, but there’s a major world issue that does.

“While we can’t turn water into wine,” admits the big-reveal video (below), “we can turn wine into water.” For ten years, Wine to Water has been using wine-related events like tastings and wine sales as fundraisers to help get clean drinking water to people who need it most. To date, the organization has provided clean water and sanitation to over 250,000 people in 17 countries. Read more

‘Drive High, Get a DUI’ Campaign Is as Real as Missing Funyuns in Denver

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Yeah, brah. Those voices really are telling you it’s not kosher to dope and drive.

It was only a matter of time after the state of Colorado legalized marijuana consumption that the Colorado Department of Transportation was going to do make an ad campaign about it. And they did with the series entitled “Drive High, Get a DUI.”

Sure, it is as light-hearted as watching a “Cheech and Chong” movie from the glorious 70s and 80s (find it online, kids), but it makes the point when the hippie lettuce kicks in, folk tend to space out. And that’s not so cool when you are in the middle lane of the highway.

Take a peek of the ads after the jump…

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Aussie Charity Really Does Want You to Knit Sweaters for Penguins

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Don’t lose faith, Internet skeptics: today’s adorably viral story is real.

There really is an Australian charity called The Penguin Foundation, created to help protect our favorite flightless birds. They really do need to raise funds. And they really do want you to send them sweaters knitted for penguins as long as you pay the considerable shipping fees. They provided the picture in this post, in fact.

Still not sure? The Oregonian has a helpful true/false guide.

  • Some wildlife groups do actually use sweaters to protect penguins who’ve been exposed to oil spills
  • Yes, there was another, eerily similar viral story in 2011. In that case, the charity got too many sweaters!
  • TPF does offer a “penguin jumper” pattern for knitters (in PDF form!)
  • However, the group will almost certainly not use your sweaters on real penguins. They will, in most cases, dress the toys the group sells to raise money or find use in “educational programs”

Got it? And in case you’re not a knitter, you could always just adopt a penguin.

This has been today’s lesson in playing off an old, too-crazy-to-be-true viral story to create your own viral story. And raise money in the process.

President Obama & VP Biden Show Us Their Exercise Regimen For ‘Let’s Move’

obama biden lets moveRemember last week when Michelle Obama told Jimmy Fallon that she wanted people to show her how “they’re moving“? It was during her appearance on The Tonight Show where she talked up the fourth anniversary of her anti-obesity “Let’s Move” campaign and asked everyone to take to social media with the hashtag #letsmove. If she got enough of a response she suggested that the President and Veep might show us how they get active.

“Yo babe, hook me up,” was the way she planned to pitch it. (Note: Do not try that pitch with the media. You are not the First Lady.)

Well looks like that ask worked! We have footage of both Obama and Biden getting in a workout. A couple of things that might strike you about this clip.

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How Can Walmart Cause Mike Rowe of Dirty Jobs to Die?

dirty jobsMike Rowe has a face only a network can love. The TV pitchman got his name for dipping his toe (among other parts of his entire body) in the muck and the mire of humanity for Discovery’s Dirty Jobs. The show, which shined a spotlight on the common man, became Rowe’s calling card.

Since then, he has shilled for Tylenol, Lee’s Premium Jeans and Ford Motor Company. He’s practically the voice of reason for the little man. To wit, he was hired by another brand known for its reach into middle ‘Merica — Walmart. 

For that, America has turned on Rowe to the tune of name calling, boycotting, social media trolling and even death threats.

Wait, what? Yes. As in “Let’s light the torches, get our pitchforks and go get us some Mike Rowe” threats.

Why, after the jump…

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Putting Down Your Smartphone for Ten Minutes Can Help Get Clean Water to a Child in Need

2009_03_tap_projectSome creative campaigns have been popping up around the idea of breaking our all-encompassing smartphone habit; brands from Coca-Cola to Ikea have touted the importance of being present in our non-virtual lives. Now, UNICEF is giving us a tangible reason to step away from our phones for a few minutes (in case reconnecting with loved ones, nature, and the real world in general weren’t compelling enough prospects).

As part of its annual “Tap Project” effort to bring clean drinking water to those most in need, UNICEF, in partnership with Droga5 and MediaVest, has launched a new campaign via its website UnicefTapProject.org. When you visit the site on your mobile phone, you’ll be able to follow a few simple instructions on how to proceed. Once you begin, for every minute that you don’t touch your phone, the project’s sponsors will fund clean water for needy kids worldwide. Just ten minutes of inactivity is enough to provide one day’s worth of water. Read more

STUDY: Even the Most Successful Charities Struggle to Raise Money Online

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You’d think that most non-profit organizations would have great mobile-friendly tools to help supporters donate as quickly and easily as possible—but according to a study performed by The Chronicle of Philanthropy, that’s not the case. The key point:

“The groups take too long to ask for money, and they make it too hard to give online.”

That sentence flips the main problem faced by e-commerce marketing on its head—and there’s more.

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U2 to Unveil New Song During Super Bowl Spot, Offer Free Downloads to Benefit (RED)

a812d18636ceff861a80c8920a9dedc6Come Super Bowl Sunday, you may be buying many things–beer, chips, a box of ever-elusive Velveeta, or even David Beckham’s underwear–but U2 and AIDS charity (RED) are hoping you’ll also choose Sunday as the day to download the band’s new song, “Invisible” (for free!).

During a commercial break in the big game, the song will premiere in an edited version of its music video, after which, “Invisible” will be available for free download on iTunes for a 24-hour-period. Every time the song is downloaded during those 24 hours, Bank of America will make a $1 donation to (RED)–up to a total of $2 million. All the funds will go to the Global Fund to Fight AIDS, Tuberculosis and Malaria.

The promotion is the launch of a new partnership between the banking giant and (RED), which, since it was founded by Bono and Bobby Shriver in 2006 with the aim of engaging businesses in the fight against AIDS, has teamed up with big-name brands like Apple, Starbucks and The Gap to raise more than $240 million for the Global Fund. Read more

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