- Fri, October 15 2010
- Filed under: Marketing essentials
If there is one thing I believe, it’s that your supporters should feel that your campaign is about them - the hopeful change they can make, the difference they can achieve, the life they can transform. The more the campaign is about those aspirations - rather than your organization - the better.
Here’s what I do like about the campaign:
It’s a fun campaign - you enter your name and they show you a video all about you and the difference you can make. It’s hopeful and positive. The supporter - you - is at the center, the tone is upbeat, and the video feels interactive. All nicely done.
Here’s what I am not so sure about:
It’s about a massive, intangible and overwhelming problem, and it flies in the face of behavioral economics to assume people feel that’s a size of problem that they can address. While the video hails you as the hero who single-handedly ends global poverty and shows news reports of how the world is reacting to this supposed feat, it just doesn’t feel like something that is truly possible—or believable.
Part of the problem is that it lacks a small, feasible call to action that could credibly make a dent in poverty. There are vague references to “taking action to stop poverty,” and “doing something,” but it’s not clear what that means. By making the video about a conept of “global poverty,” there is no chance to engage with a fellow human being whose life you really could improve - or to feel inspired to take some modest steps to make a difference.
It may be entertaining, but I’m not sure it’s going to change minds or effect action.
I asked the project why they took this approach - rather than featuring real people or stories - and they sent me the following statement:
The Global Poverty Project co-founder and general manager, Simon Moss says all too often, we lose sight of the big picture vision and reason why people support charities or get involved in fighting poverty. We get trapped arguing about details that are meaningless to the public about how much money is promised, or about how various statistics are calculated. World leaders have just met in New York to assess our progress against big global goals - the Millennium Development Goals - and we felt that it was vital that we focused on the vision that unites all of this work. That it’s possible to see an end to extreme poverty within a generation. A vision that inspires us to action, and recognizes that each of us have small, different and important roles to play in making this a reality.
I believe in the spirit of the project and the idea of the video - good on them for that. I just wish it had been on a scale that was more relateable and actionable - like the 2008 video from AARP. What should Katya do? What should a UN delegate do? What is the next step?
Nonprofit marketing folks, what do you think?