I have come across The Great Football Giveaway twice now. Interestingly from two different angles. One was a post called This is how Marketing should Work on the Only Dead Fish Blog, sent to me by Paul Dervan and the other was What a good idea on the Intelligent Giving Blog.
The concept is pretty simple:
No kid should be denied the chance to kick a ball about. It’s one of life’s most simple pleasures. So that’s what we’re here for. To get sports equipment direct into the hands (or feet) of some of the world’s most disadvantaged kids. Footballs not only provide some much needed fun, but they can also be used to help increase school attendance and performance overnight.
So for a 10 pound donation you send a football to a child. As the Intelligent Giving Blog says
Nobody’s suggesting that this will solve the world’s problems, but it stands a pretty good chance of making a lot of people happy……..This a remarkably simple concept, and that’s what makes it so powerful. The charity doesn’t have to over-inflate its achievements or tell dodgy half-truths to get you to shell out. And it will even send you a nice photo of some of its footballs in action.
And this is what Only Dead Fish likes:
Thing is, they didn’t just send me a photo, they gave me the story behind it which was even better:
“We were driving along and saw these kids walking back from school so we just lobbed them a ball and they started legging it to the nearest bit of open ground in order to start a game of footy.”
Being able to see your donation in action is a hugely powerful thing. It can’t be easy for these guys to photograph, categorise and send out these little vignettes to the thousands of people who donated, but the fact that they have bothered shows how smart they are. It’s one of the most powerful pieces of personalised marketing I think I’ve ever come across.
Maybe that’s because there are some heavy weights behind the idea, a former Ad Director, a former Shadow Health Secretary Cheif of Staff, a Sports TV presenter…read their mission statement, marketing strategy, who’s who etc… here
Find out more about the Great Football Giveaway here