There are thousands of non-profits and charity groups throughout the world all doing important work. Original marketing campaigns can be a way to stand out and have your story heard. For this week’s blog we have highlighted several award winning campaigns and/or marketing pieces ranging from e-mail to social media that stand out for quality and originality.
Adoptable Trends (Agency: Dieste)
We have all logged on to Facebook and Twitter only to see our newsfeeds and timelines taken over by trending topics. The Adoptable Trends campaign capitalized on trending topics in order to promote dog adoption in Dallas. The campaign identified trending topics like “Kim Kardashian’s Butt,” “Interrupting Kanye” and “Apple Watch” and turned them into shelter dogs. The dogs were named after the trending topics boosting their adoption profiles on Google and Facebook. They also ran a series of Facebook video ads in order to provide context and raise awareness for animal adoption.
Give Me a Heart (Agency: Ogilvy & Mather)
There are over 4,000 people on the heart transplant waiting list in the US. There is a high percentage of people willing to donate their organs, but less than half of these people are actually registered to do so. The Give Me a Heart campaign featured video ads that featured real people (various ages and genders) and highlighted the amount of time they had been waiting for a heart.
Images of these people and others in need of a heart were posted to Instagram. Instead of creating a new visual the campaign took advantage of the existing heart icon. Double tapping on the heart centre of an image was an actual commitment to signing up to be a donor.
A Fair Shot Campaign
Medicins Sans Frontieres (MSF) attempted to start a conversation with Pfizer and GSK around lowering the cost of the pneumococcal vaccine especially in developing countries, but they were unwilling to disclose costs and to negotiate. In order to open up the dialogue MSF launched the Fair Shot campaign. The campaign used the hashtag #AskPharma and took advantage of the redacted Twitter feature blacking out information, for example “MSF urges public to #AskPharma how countries can get a fair shot when ?????? is kept secret.” More than 8,000 Tweets were made using the redacted meme, hashtag, and tagging @pfizer and @gsk.
As a result of the campaign, Pfizer and GSK were willing to start a dialogue and a resolution for more affordable vaccines was adopted by over 60 countries at the 2015 World Health Assembly in Geneva.
Welcome E-mail, No Kid Hungry (Agency: Sanky)
Even though e-mail has been around for over 20 years it is still an important communications tool. In particular, onboarding donors through informative and engaging e-mail can be key to your content marketing initiatives.
Non-profit organizations are often very focused on attracting donors and maximizing on-line gifts. Equally important is how you communicate with donors once a gift has been made. No Kid Hungry worked with Sanky to create an infographic based welcome message that followed a day in the life of one child. This e-mail was sent to donors after making a first time on-line gift. It shows the impact for the gift, while making a strong case for future gifts.
Palm Beach Country Foodbank
While many of the featured campaigns have taken advantage of trending topics and the latest technology, video is still an essential tool. This video is startling and emotional as it shows people eating in a café in a park and average looking children coming up to them and asking them for food. Its effectiveness is truly in its simplicity.