UNICEF Ireland have launched a personalised video campaign. The video was sent out to their 12,000 online donors, obviously the plan is for it to be spread as they aim to raise 1 million euros.
The personalised campaign suggests that you (the donor) are the reason why UNICEF Ireland fell short of its target by just 1 euro and then asks you to donate that euro by text (I believe you can also go online to donate).
I actually like the focus on a small amount. I think its smart and they have made it really easy to give by text. I am a big fan of personalised videos, I think they are really clever. I also like how they have been able to use two real news reporters in the video.
My only concern about it is around the accusation that you, as a previous donor, are the reason why UNICEF Ireland missed its goal by just one euro. I just wonder how it will make donors feel? Its certainly a gutsy move by UNICEF and for that they have to be applauded.
On twitter this morning I saw a few tweets that weren’t fully behind it. One said:
just received the most insulting mock video from unicefireland. How their fund raising / marketing department let this out is beyond me.
Anyone know if the Unicef Ireland email I’ve just received called Six News is a junk one or real? Daren’t click the link!
What do you think? Click on the image below to see the site in action….
throughout the day there have been some interesting comments about this post on twitter which I thought I would add. If you have any more I would love to hear them.