Katya's Non-Profit Marketing Blog

The puppy factor

Admit it, this puppy (by sandydg350762 at flickr) made at least 80% of you think, “awww.”

A picture of a puppy moves us more than news about people than millions in Darfur. Just ask Jeff Brooks who explains why in his Save the Darfur Puppy post (from the NYT’s Kristoff.)

A single face (especially the one here, which is canine) is more easy to feel for, connect with, and support than abstractions, numbers and doom and gloom.

So it is not news that puppies are cute, or that they get our attention. What IS news is the people who love puppies are amazingly good evangelizers, it seems. If you got to our Six Degrees top fundraisers page, you will see that the vast majority of the top six fundraisers have the puppy factor. I think the reason is simple - for animal-related causes, it’s very easy to come up with great photos and compelling stories that connect with a broad group of people.

So what do you do if you don’t have the puppy factor? You can still put a face and a story front and center in all your work.

I get this question so often - and am so eager to show how it can be done - that here at Network for Good, we’ve hired a writer who’s written feel-good stories for publications like People to put a face to the story of some of the nonprofits using Network for Good services. These organizations have struggled to put a face on their work, and we’re going to show how it can be done, even for the most process-oriented, abstract and esoteric causes! Stay tuned.

Posted by on 08/08 at 08:21 PM

The trackback URL for this entry is:

Comments

uh, question: so I clicked on free book, looked around, and then clicked back to your blog.

Oh, now I get it: free book, *if I sign up for Network for Good.*

Scores high on the “made ya look” scale - how’s it working for signing people up?

Snarky comments aside, this is great information and a great blog that I’ll share with lots of other folks!

Like Network for Good, my shop, Community Media Workshop, markets heavily and exclusively to nonprofit folks--and I’ve been thinking about the rules of the road for those who market to nonprofits. I think the most important messages are:

--This is what I am selling
--I won’t waste your time
--I know you do not have a lot of money
--Just because you work at a nonprofit is no reason (excuse?) why your firm can’t function smoothly

Posted by Gordon Mayer on 08/09 at 11:42 AM

Hi Gordon,

Thanks for writing. Sorry you found that misleading. I’ll edit the text to clarify. And in answer to your question, it’s worked nicely for us - we often package the book with our services. But since it disappointed you so, I will mail you a copy anyway to make up for the hard feelings. Send me your address!

Katya

Posted by Katya on 08/10 at 09:18 AM

I really liked this particular article.

I cannot use a puppy but it gave me an idea that I CAN use on my charity badge at Network for Good. Thanks a bunch for the tip!

Posted by Terasee on 08/20 at 11:50 AM

He is so cute.. Never underestimate the puppy factor.

Posted by Puppy on 03/19 at 05:05 AM

Awwww! cute puppy!

Posted by text messages on 04/06 at 02:48 AM