DM101: Running through brick walls… and Fundraising

If you’ve ever watched a football game on the tube, you will know of what I speak and it is truth:  the analysts say the nuttiest things when they get excited.  I don’t recall who uttered this particular gem… I keep thinking it was Dan Dierdorf, but, I can’t say for sure.  In my memory it was one of the big guys… and the Hall-of-Fame lineman certainly qualifies as a big guy compared to, say, any of the former backs in the broadcast booth.  Anyway, a big guy on the field made a great play and the color guy got really excited and said, “This guy is a coach’s dream!  He will literally run through a brick wall for you!”


Anyway, I saw this piece about how fundraisers need to provide prospects with something tangible in order to communicate effectively.

A few years ago, Proctor & Gamble launched a cause-related marketing campaign in South Africa.  It was called “1 Pack=1 Vaccine,” and for every pack of diapers sold, a child was vaccinated against tetanus.  It was wildly successful, boosting Pampers sales and resulting in 150 million vaccines.

A rival campaign didn’t fare so well.  Its slogan was less tangible, not to mention wordy: “1 pack will help eradicate newborn tetanus globally.”  Meh.

Not only is the “equals” example tangible it is also a simple message with nary an SAT vocabulary word in sight!

So, there:  Be tangible.  Keep it simple.  And don’t say silly things that are meant only for the broadcast booth of a major North American professional sports league.

Tim Burnell

About Tim Burnell

Tim Burnell, principal owner of Complete Medical Lists, has been helping clients reach their targeted markets through direct channels for over 20 years. He believes offering high quality data and unsurpassed service are the keys to Complete Medical’s success. He also believes all his CDs should be alphabetized by artist and then sorted by release date. Except for the Beatle CDs. They get sorted before all others.
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