Marketing a charity isn’t an easy job.What you are bringing out to the world is not a product or a service, but an idea, an initiative or just a thought.
Using a perfect blend of diverse digital techniques, thus becomes essential to make charity marketing a success.
While many charities struggle in pulling off a digital marketing campaign with flying colours, there are some that inspire us with their thoughtful campaigns. Here are 10 charity campaigns in UK which sensitized people across the world towards their initiative.
# 1) 1 like = £1 campaign by Simplyhealth
Image source: www.fundraising.co.uk
Simplyhealth is a private health insurance company helping Heart Research UK with funds for research of heart diseases. For each ‘Like’
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Through local experiences the society fond whole new audiences by tailoring their message and serving them with a more personalised experience.
What to learn: The key takeaway here is that if you are not gaining national traction, use social media to engage regional branches and supporters.
#8) Multi channel campaign by Cats Protection
Source: www.mcmnet.co.uk
Cats Protection has its supporters spanning almost all ages and interests .It was important to make their campaign multi-channel in nature. While promoting this year’s National Cat Awards, the charity came up with the idea of live updates through social platforms and they in fact got trending on Twitter.
What to learn: The lesson here is to realise how multi digital channels can be used to increase the reach of content.
#9) App marketing by British Red Cross Society
Source: www.hallaminternet.com
The British Red Cross came up with an app for first aiders, which shows how to rescue and care for people who need immediate first aid. Till date the app has crossed a million downloads over various app
Dick’s Sporting Goods does a fantastic job in this advertisement to inform and persuade the audience. It is effective in tying ethical and emotional feelings in imploring its viewers to act in donating to the retailer’s foundation, which aims to save struggling youth athletic
Promotion covers all the techniques how the organisation advertises its products and services. The national trust has advertised in many ways to engage with their customers by using ways which people are familiar with. These are newspapers which is an traditional way or even more modern such as Facebook, twitter and YouTube. As the charity grows its’ relied on social media/internet the most to help boost their marketing campaign.
This advertisement features Pathos, because the little boy in the advertisement will probably make people feel guilty, because they spend a lot of money on unnecessary things and waste it, but this child says “Don’t I deserve a happy life?”, and this will probably make people from our society want to spend money to support this cause. This advertisement also features patriotism, because it suggests that purchasing this product will show the love, and support you have towards your country. This company makes people from America want to support this cause. It says in the advertisement,” Help stop child poverty in America”. This advertisement also features Transfer andWeasel Words because it uses positive words, and positive images to suggest that the product being sold is also positive.
In their advertisements, the St. Jude Children’s Hopsital Research Foundation packs their thirty second commercials with as many rhetorical appeals as possible. The purpose of these celebrity-endorsed commercials is to encourage viewers to donate to the foundation, and the producers have creatively inserted various rhetorical appeals in hopes to sway viewers to open their wallets. By using an immense amount of rhetorical appeal; including ethos, pathos, logos, and kairos, the St. Jude Children’s Hospital Research Foundation has successfully created an informative and heartfelt commercial that has inspired many to donate to medical research for children.
This advertisement from the American Society for the Prevention of Cruelty to Animals (ASPCA) immediately affects the viewer’s emotions. By playing sad music in the background while images of scared and injured animals pass the screen, the creators of this advertisement are successful in compelling many viewers to open up their wallets and donate to the cause. Through the use of common rhetorical devices as well as less obvious strategies, this advertisement targets the viewer’s mind and succeeds in its goal of presenting the topic as a problem that needs to be solved. However, it is interesting to consider whether the problem that should be addressed is really animal neglect or something bigger, like the fact that many citizens prioritize
Upon first receiving this assignment I was honestly not sure what I would do it on. Then I remember a very well done commercial from 2006. If you’re not sure what commercial I am referencing it is the ASPCA commercial with all the injured animals and "arms of an angel" playing in the background; furthermore, Sarah McLachlan voices over and stars in the commercial. The commercial does a good job of appealing to animal lovers sense of emotion (Pathos) through the photos and videos of helpless and beaten animals. Sarah McLachlan also appeals to animal lovers through the fact that she has been a longtime supporter of the ASPCA (Ethos). Also, the video includes statistics that can easily be proven these statistics help to support the commercials cause (logos). Finally, the commercial itself appeared on television which is a great medium to get a message across; in addition, this commercial is valid in any year and will always appeal to a
Often in practice, we as nurses deal with a variety of diseases and treatments and often have to react to the illness that the patient presents with upon our interaction. While this is an essential piece of our practice, we also have a duty to our patients to be proactive in preventing specific health-related consequences based on their risk factors and to promote their health and well being. Health promotion as it relates to nursing is about us empowering our patients to increase their control over their lives and well beings and includes: focusing on their health not just illness, empowering our patients, recognizing that health involves many dimensions and is also effected by factors outside of their control (Whitehead et al. 2008)..
...hy environment to those who have had everything taken from them. Therefore, the overall effectiveness of this Salvation Army advertisement is very well done, it provides an emotional connection, provides logical facts, and uses proper creditability. The main element of pathos is the idea that children are suffering and with the help of a donation these children’s lives can be changed forever. For logos the use logical facts, such as the exact purposes have the company and how the donations are used. Ethos provides the advertisement with the company’s already well-known creditability and respect. This advertisement shows how effect the use of ethos, logos, and pathos can work to sell a product or and overall idea of hope to every audience.
Advertisers all have one goal in common, that is an ad that is catching to a consumer’s attention. In today’s fast paced society there are so many selling products and charities. As I exam the advertisement for the American Society for the Prevention of Cruelty for Animals (ASPCA), I will show how they use the pathos, ethos, and logos – also known as Aristotle’s Theory of Persuasion.
4) Viral-Quotient per Content (Any Media) - Most popular YouTube video was viewed 200,000 times. On an average, a video was viewed 1600 times. This builds upon the idea of Customer engagement, and Content distribution in the social space, that relates heavily to the very purpose of such a campaign. Also, this entire communication was user-generated, so the message didn’t look, at least to say, to be coming out in the form of ‘Company Promotion’.
Saint Jude employs a cause marketing strategy. Saint Jude utilizes various means to inform the general public about their organization and mission. Television ads with celebrities are often used to solicited donations. Saint Jude has also partnered with various stores to silicate donations from their customers in turn for the donation the donor receives a stuffed teddy bear. Social media has also become an valuable vehicle for Saint Jude in their fundraising efforts. Throughout the year several fundraising activities are held across the United States to raise money and draw attention to the needs of the hospital and the children.
Some people do not know all that much about exercise and dieting. They do not know healthy ways to eat, and they don’t realize that one can’t get the “Perfect Body” in just a few days. These people are possibly victims of Fitness Myths. “In 2002, the Federal Trade Commission released a report that shared a review of 300 weight-loss ads promoting 218 different products. They found the rampant use of false or misleading claims” (FTC, 2003) Misleading fitness products can be particularly damaging. If one is mislead into purchasing a product and the product doesn’t work as it was advertised, not only have you wasted your money, but also the product may have physically hurt your body. FTC chairman Timothy Muris talks about the advertising and promotion tactics of the fitness industry “ads that make claims and promises that are clearly implausible and patently false run in all forms of media, with the notable exception of network TV” (FTC, 2003). Misleading advertisements are common among all forms of media. Although TV commercials may be more powerful in their persuasion, an obvious reason for this is that TV advertisements show more misleading commercials. A technique frequently used in commercials to make them seem credible is that “many deceptive ads run in highly respected publications and they are perceived to be credible”(FTC, 2003). Therefore if the TV program you are watching, while the commercial is being played, seems credible, consumers tend to believe that the products advertised during the episode are also trustworthy.
Logos is the appeal to logic, it can be used to convince an audience by the use of reason. The Make-A-Wish Foundation’s website uses logos to convince users to donate money by explaining how they proudly safeguard each donation. By explaining how each donation is protected, the user may be convinced to make a donation because they believe it will be safe guarded. The Make-A-Wish website also uses images to appeal
Advertisements and images are powerful tools of media that can be effectively used to persuade people. The Australian Red Cross publicizes a very simple, yet powerful image that attempts to directly speak to its viewers. A subsect of the International Red Cross, the Australian Red Cross, is a humanitarian organization that is dedicated to help people who are in need. It depends on the citizens of the world to support its lifesaving services and programs. The Red Cross values the time, blood, and money that people donate to the organization (Principles). By placing emphasis on certain parts of the advertisement and then instilling pathos through the use of colors, the Australian Red Cross attempts to solicit donations by stressing that one type of donation can be more useful than another.
...cate the UNICEF story has increasingly moved from traditional practices to the use of online channels, through digital media, through social media. Shaping social conversations around children and telling the right stories helps foster social media engagement and increase donations. Of paramount importance is the task of connecting the organisations mission with the donor’s interests and what they care about i.e. what the organisation proposes to accomplish with the money. Using smarter PR practices in publicising what the money donations accomplish relays value for the donor which underpins future success.