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?
Great idea from a Children’s hospital in Brazil to raise funds and awareness. Would have been nice to see actual results and not just % increases year on year.
TOMS shoes have been around for just 4 years now and in that time they have given away (so also sold) over 1 million pairs of shoes. Their social business model is simple, you buy a pair of shoes and we give a pair of shoes to children in need around the world. Simple.
Backing it up those is a good product. They started out with just one type of shoe and then extended their range. While there is still more to do for TOMS in the shoe space (ie sell more shoes)…Butwhere do they go to next.
Here founder Blake Mycoskie explains their new range. (again a great product backs up his idea).
Congrats to TOMS and best of luck with the new range. Now all I ask is that you find a supplier here to sell more of your stuff!!
P.S. I like the virtual try-on section to their site
I saw this on the CST the Gate site during the week. It wasn’t a blog post or news article, it was under the section “Our Approach”. I liked it, so thought I would share it. You can read more about the agency here
Predatory Thinking is at the heart of all we do.
Because it works.
Because it helps us look at business problems with incisive clarity.
By identifying who or what will lose out – your prey – and what you have in your armoury to beat them, we unearth the right Predatory Thought for your business: the idea that will drive the change in behaviour that will help you achieve your objective.
Two things distinguish successful Predatory Thinkers. First, they put themselves at an unfair advantage by choosing their own territory and rules of engagement. Second, they align all their tools and talents to focus on their purpose.
In this way they outmanoeuvre and outwit their competition, change behaviour and put their businesses on a clear and visionary path to success.
And when companies, people and brands have a clear purpose that inspires and engages them, then, rather than look backwards, or inwards, they move forward fuelled with passion and energy. They develop exciting, positive and real business momentum.
Mercedes runs a race where the cars are fueled by tweets! Interesting stuff I hadnt seen before
Concern in Dublin have an opening for a Digital Marketing Leader. Thought it may possibly be of interest. The basic job spec is:
Working with selected suppliers the individual will lead on developing online marketing in communication with relevant stakeholders. The individual will also act as the liaison with key external suppliers.The digital marketing leader will be the primary liaison between business units and the web team, will develop and maintain a comprehensive calendar of proposed marketing campaigns, assist fundraising management in prioritisation, and will support teams in delivering e-marketing campaigns.
Really interesting set of slides, with lots of great examples. Worth a look.
from Millward Brown