This is a really fantastic presentation by Jon Howard and to be honest isn’t just for social change, but it’s about behavioural change.
Thanks to the wonderful folks at Ask Direct for the link
Saw this on Social Commerce Today and thought it was interesting, especially slide 10
Piaras Kelly posted this on twitter yesterday and I thought it was interesting. There is merit in both arguments. From my experience and from a fundraising perspective I would tend to believe that they don’t add much. I don’t think people really give to charity because some A-lister says they should. In fact I think people are smarter than that. Having said that the lift it can give to a charity to have a celebrity endorse them, from a pure top of mind perspective, is huge. Look at what happened Help for Heroes after their support from the X-Factor single 3 years ago.
For me I think the real value in celebrity support is understanding what the objective of the support is to be. And that the relationship is cause driven (not new album/book/tour driven).
Anyway this piece in the Observer from Sunday is well worth a read. Here is a small piece, you can read the full article here
Peter Stanford is a journalist, and on the board of several charities
Never say never but, in my experience, the fabled benefits of celebrity support have rarely lived up to the hype, because to achieve that dividend requires the sort of additional organisational muscle that is beyond the stretched resources of most small- and medium-sized charities. I have lost count of the number of charity chief executives and chairs who’ve told me that they pinned their hopes on a bumper payback because they had a famous face at a fund-raising event, or fronting a campaign, and then been disappointed. I believe they would have done better to concentrate their effort instead on fine-tuning the mechanics of the event, or honing their campaigning message so it genuinely touches a nerve with the public. We may live in the celebrity age but to imagine that a big name will automatically open wallets and hearts is to underestimate our potential supporters.
Justin Forsyth is CEO of Save the Children
In my experience, the benefits of celebrity are not fabled but real – and can produce very concrete results. Without the campaigning energies of Bono, Bob Geldof and Richard Curtis, for example, I don’t believe 46 million more children would be in school today in some of the world’s poorest countries. The combination of their creativity, tenacity and appeal transformed the Make Poverty History and Drop the Debt campaigns. I remember just before the Gleneagles G8 in 2005, Bono came into No 10, met with the key negotiators from each country, and after a stirring pitch, asked them how they will want to be seen by their grandchildren in years to come – as leaders who changed the world or who missed an historic opportunity.
Of course the celebrity touch isn’t everything. Every charity – however big or small – needs to have a clear and convincing message about what it’s trying to achieve. But the support of an impassioned celebrity for that cause can help reach new audiences with that message.
Stacey Solomon, a great mum, travelled to Malawi with us as part of our No Child Born to Die campaign, to highlight the plight of mums dying in childbirth. Her reach [as an X-Factor star], through the popular media, is amazing. Through her experiences, the words of the mothers she met in Malawi were heard in the living rooms of millions of families across the UK.
read the full article here
“The basic level [of marketing on Facebook] is getting your page and getting fans. I think some brands are probably over-obsessed with fans and just focus on numbers of fans. As an industry we need to move away from that. Fans are totally important, of course they are – you want to know people who love your brand. But there’s more – people expect more from a brand, they want to have a conversation.”
Carolyn Everson Facebook vice president of global marketing solutions
I have only read about half of this, but so far so good. Thought I would share the link with you.
My dilemma wasn’t of the “Please don’t put the 2 litres of milk on top of the sliced pan” but it was of the “I have no cash”
I would think that I am like many people now who don’t shop with cash, instead they shop with credit or laser cards. And even when it comes to the trolley, I have a token. So my heart sinks a little bit when I see the eager kids waiting to pack my bags for me. With no cash I tend to say, its ok I will do it myself, I have no change. But then I feel like a grumpy old man.
Surely there is a way/better way for charities to do bag packs?
I asked on twitter over the weekend and Allan Boyle came back and suggested that if supermarkets could add the donation to my bill charities would probably fare better. I completely agreed with at the time, then I remembered speaking to a retailer about this before and they didnt like the idea at all, as it involved work for them.
So what is the answer?
I actually don’t know…shock horror. I haven’t a clue what could be done, but surely someone has the answer to rid me of my charity bag pack guilt?