I am thinking probably yes. Even though Katya is away on vacation, I was channeling one of her favorite key principles by taking note of an excellent example of CRAMing (over the weekend no less!). This is Stacie Mann by the way, one of her collegues at Network for Good who couldn’t resist doing a guest post during her short absence.
I am a sucker for good packaging and good oatmeal; Bear Naked has both and they are also partner in a clever promotion called Make An “ALMIGHTY” difference. This campaign has a great appeal because it nailed all four compenents of effective fundraising appeal and had easy tools to help me spread the word (yes Katya I am busy working while you are out).
A quick refresher of the four components are: -Connecting with an audience based on their values (C) -Rewarding (R) your audience -Asking for a specific action to get that reward (A) -Making it memorable (M)
Plant a tree now!
The reason this is a great example of CRAMing is: -It connected to me because it was timely (new movie coming out Friday), it was tied to a product I already love (my Bear Naked oatmeal) and then of course I was thinking, “yes I would love to see that movie Evan Almighty + make a difference…brilliant!” -It offered a bunch of clear rewards like exclusive movie clips and photos, environmental tips to my cell phone, my name on the DVD, a real tree will be planted for me by The Conservation Fund if I planted a virtual one in the almighty forest etc. -The actions were specific and incredibly easy; I entered the sweepstakes for cool prizes, donated $5, planted a virtual tree and told my friends using cool widgets all in 5 minutes -And it was obviously memorable because I am telling you about it! Plus there is nothing wrong seeing your face next to Evan Almighty right?
As it turns out—what I thought was just an innovative fundraising tie-in is actually a corporate wide innitative
NBC UNIVERSAL LAUNCHES ’GET ON BOARD’ PROGRAM Marks Companywide Commitment to Eco-friendly Content Production, Improved Energy Efficiency, and Environmental Awareness UNIVERSAL CITY, CA – May 24, 2007—NBC Universal today launched “Get On Board,” a comprehensive, companywide program to improve the environmental impact of its operations by reducing greenhouse gases, raising awareness about green issues, and stimulating change in the media and entertainment industry. Led by Jeff Zucker, President and CEO, NBC Universal, the campaign is part of NBCU parent company General Electric’s “ecomagination” initiative. It is also a significant corporate extension of the “Get On Board” campaign launched last month by Universal Pictures and the Conservation Fund in conjunction with this summer’s debut of Evan Almighty, NBC Universal’s first movie to “zero out” its carbon emissions. Highlights of “Get On Board” include: Lower emissions and improved energy efficiency across all operations by reducing GHG emissions at least 3% by 2012 Commitment to environmentally conscious film and TV production Formation of a dedicated panel on environmental initiatives, the NBCU Green Council, led by Bravo president Lauren Zalaznick Incentives for local communities to “go green” and multifaceted employee education program