Broadcast and television
IL PIANO/THE PLAN: il lancio dell’adozione a distanza, Spagna 1937
Non esiste una proposta di raccolta fondi pubblica migliore dell’adozione a distanza, pertanto la sua storia è di grande interesse per chi vuole studiare le campagne più efficaci di fundraising.
The Girl Effect: starting conversations for change.
The Girl Effect organisation has admirably mastered the art of creating short and powerful videos that inspire and move both old and new supporters.
The Wishing Well Appeal for Great Ormond Street Children’s Hospital
It’s difficult to do justice to a capital campaign as wide, and complex. This is a condensed summary of a major capital campaign which, at the time, was the largest appeal ever mounted in the UK.
The NSPCC legacies TV ad: the ‘what will we leave?’ campaign
This campaign is a first for legacy fundraising in the UK. The NSPCC were able to create a positive, happy and colourful campaign; creating ‘talkability’ around the difficult subject of legacies.
Defenders of Wildlife: multi-channel direct marketing integration
With more nonprofits engaging in online marketing, those that are coordinating their messages or campaigns across many channels are standing out above the crowd.Defenders of Wildlife are leaders in the field and here we look at three of their campaigns to highlight some of the best multi-channel integrated marketing in the sector.
UNHCR’s goodwill ambassador
Goodwill ambassadors have become the accepted public face of many INGOs, particularly those in the UN system. But UNHCR’s selection, recruitment and deployment of their public celebrity is a textbook example of how to do it. UNHCR has managed to engage a major celebrity with very simple means at virtually no cost.
The Dogs Trust ‘sponsor a dog’ scheme: television commercials
These television commercials are really part of the Dogs Trust sponsor a dog exhibit but they show such good use of DRTV they are worth an additional airing here. Unusually for nonprofit DRTV in the United Kingdom these ads made a profit from their first showing. Quite exceptionally, the early ads achieved a return on investment of five to one.
Multiple Sclerosis Society, Holland: television commercial
This remarkable television commercial is so powerful it stops the viewer in his/her tracks. Yet not a word is spoken, the message is entirely conveyed in movements, gestures and looks. This a brilliant use of television, a courageous creative presentation of the personal impact of a devastating disease. It will be instructive for anyone working in a similar field and many others too.
Oxfam’s press ads from the 1950s and 60s
These press advertisements really did change the course of fundraising in Britain. They helped Oxfam to grow into a substantial international charity. Though they might seem crude and simplistic now, these ads very effectively alerted the post-war British public to considerable humanitarian needs abroad.
Greenpeace Sweden’s legacy commercials
Colourful cartoon characters present the threats to their environment and set up a conversation about legacies for Greenpeace in Sweden. It’s all about trying new things and taking risks, which too many organisations shy away from. Greenpeace International has developed a structure to make them possible.
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