Question

Topic: Other

The Dolphin Institute (non-profit) Fund Raising Input

Posted by SteveByrneMarketing on 6/4/2004 at 5:12 PM ET 300 Points
I know the KHE’s can help with this one. Please see link:
https://www.dolphin-institute.org/participate/join_tdi.htm

Looking for input on improved methods for getting funding (and media exposure) for this dolphin communications research lab.
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RESPONSES

  • Posted by Blaine Wilkerson on 6/4/2004 at 5:55 PM Accepted
    Looks like you have some pretty high profile sponsors.

    What method are you currently using that seems to be insufficient?
  • Posted by SteveByrneMarketing on 6/4/2004 at 6:13 PM Author
    Hi Jett, primarily the method shown with the link – passive collection of new members and contributors who are visiting the site. I’m planning on forwarding the KHE responses to the President of TDI. There has been some sensitivity regarding appropriate “promotion” for this scientific endeavor. So the clarified question might be how to raise money without being overly aggressive -- and the line of overly aggressive is not clear right now.
  • Posted by Blaine Wilkerson on 6/4/2004 at 7:23 PM Accepted
    In a situation like this, my thoughts will "stream" in over time the more I think about it.

    Here is what I have so far:

    1. Encourage free subscription to an email version of the newsletter. This way you can place sponsored ads in the enewsletter as an incentve for higher "donations".

    2. Make a needs list available so people can see what their money is going toward. In addition, this may open doors for many other sponsors to contribute tangible items such as computers, vehicles, aquarium supplies, building supplies, etc. Everyone is skeptical about the integrity of non-profits...even churches and children funds. Some of the most successful NP orgs let you know what they need and report what they bought the previous month.

    3. This kinda ties into #2, but consider a public event...an "open house" if you will. Not just any open house, but a "Carnival of Dolphins". Get local sponsors to provide TV slots, food, games, etc. Allow Local seascape and water mammal artists to display their work for sale under the condition they give a certian % to the center. Have live music form well known local celebs (that chick from American idol..maybe..), get well known speakers to come in, have a dolphin show, let people see the facility and observe first hand what needs repair, how mch work it is to save these creatures, and so on.

    I have a lot more ideas brewing but I need to let them develop. Please keep this open for awhile....

    ...and let me know if I am off track or covering conquered territory. If there is resistance in certain areas, perhaps I can suggest valid rebuttals. Just let me know!
  • Posted by SteveByrneMarketing on 6/4/2004 at 7:29 PM Author
    great answer Jett, just what I'm looking for -- thanks
  • Posted by Blaine Wilkerson on 6/4/2004 at 7:34 PM Accepted
    No problem! Are you at liberty to discuss some of the things they are opposed to? If so, perhaps I can provide some input.
  • Posted by SteveByrneMarketing on 6/4/2004 at 7:51 PM Author
    Appearances on television talk shows (except PBS and the like), association with consumer product promotions (fast food, rap music other pop stuff) anything that might be seen as undignified or inappropriate to serious science. Dolphins, and this kind of research have attracted sci-fi and “new age” elements that are perceived as damaging to SERIOUS SCIENTIFIC INVESTIGATION. Even some “swim with the dolphins’ programs have seemed overly commercial. It’s hard to pin down because it’s subjective from the scientist’s viewpoint.
  • Posted by Blaine Wilkerson on 6/4/2004 at 8:18 PM Accepted
    Have they considered approaching the Science Channel (previously the Discovery channel)?

    There are all kinds of oceanic programs based on reasearch, breakthroughs, etc. They might be interested in doing a 30-60 minute piece on one of there many "ocean life" shows.
  • Posted by SteveByrneMarketing on 6/4/2004 at 8:51 PM Author
    Here’s a list of featured events – the last was more than five years ago and they didn’t do anything proactively to encourage website visitors or other inquiries. If they were to be featured again, what would you suggest to get the most out of the exposure?

    IMAX presentation "The Discoverers"
    National Geographic Explorer's "Dolphin Talk" and "Humpback Whales"
    PBS's "Into the Wild: Dolphins with Robin Williams"
    ABC's "Touched by a Dolphin with Sharon Lawrence"
    BBC's "Animal Minds"
    The Disney Channel's "Audubon's Animal Adventures"
    KGMB's "HawaNational Wildlife Magazine
    Time Magazine
    Discover
    Omni
    Science World
    The Economist
    The New York Times Science Section
    Boston Globe Science Section
    ii's Humpback Whales: Island Treasures"
  • Posted by Blaine Wilkerson on 6/4/2004 at 10:57 PM Accepted
    This is amazing at first, then when I start to think about it, I'm not surprised the scientists were not savvy enough to concentrate on marketing. Not that they are not brilliant, rather it just isn't their "thang".

    Wow...all of the most amazing opportunities, sponsors, narrators such as Robin Williams, Pierce Brosnon, IMAX exposure and it went right by them.

    Is there a reason? I mean, did they have some kind of a resistance toward "selling-out", were they arrogant enough to believe people would just come running to them, or did they lack marketing guidance?

    My questions and statements are not meant to insult. I have a double major in Bio Chem and Forensic Science so I understand the mind set of upper level scientists. Most of them live in their own world where they constantly compete on an intellectual battlefield with other scientist's "worlds". Try to talk to them about marketing, business planning, branding, strategy, etc and you lose them fast.

    Let me stew on this for awhile....
  • Posted by Chris Blackman on 6/5/2004 at 3:41 AM Accepted
    Thres core rules for website promotion out of these things:

    1. Always put the url on everything.
    2. Always put the url on everything.
    3. Always put the url on everything.

    Which means not only collateral, but also encouraging presenters to mention it in their speeches, interviews, etc. Always...

    I insist on this with every client. Of course, it's up to them to police it. One (Financial Services industry) client once decided to make golf umbrellas. In the rush for a short deadline, they left off the url... Can you imagine the lost impacts for a few hundred umbrellas on golf courses (the habitat for A & AB clients) over their lifetime of say ten years? There was an internal investigation about how the oversight occurred when they realised the impact.

    Might be cool to investigate whether you can get a shorter, punchier URL. www.dolphin.org would be better if it's available.

    Good Luck.
  • Posted by SteveByrneMarketing on 6/7/2004 at 5:35 PM Author
    Hi everyone, thanks for the input

    Jett – your comments demonstrate you understand the overall situation. In terms of not capitalizing on the opportunities, let’s just say there was a lack of forethought, organization and a dedicated person to “own it” in a marketing way.

    ChrisB – putting URLs on everything is good advice

    Sarah H – getting kids involved is a good way to go. Corporations typically provide most of the funding, but kids provide great long-term buy-in, excitement and press

    WBMSTR – you’re right on about the opportunities for website. Also, there has been talk about a sponsored webcam that would show something from the lab daily. Issues are disrupting the research, cost and maintenance.

    I’m going to leave this open so others have a chance to add comments. Thanks to all
  • Posted by Blaine Wilkerson on 6/7/2004 at 5:50 PM Accepted
    Yeah, Placing the URL on EVERYTHING should have been intuitive.

    I really don't know what to say other than rekindle those previous relationships and TV/movie productions, only this time incorporate the website and it's "new" features into everything.

    Again, it sounds like they had several dream opportunities, but missed one of the main reasons for participating in the first place!

    Good luck and please feel free to contact me via email if you need anything or if there is room for another ego in the project!

    --Blaine
  • Posted by SRyan ;] on 6/8/2004 at 8:08 AM Accepted
    Some things you could put in the margins of your website, perhaps:

    "Get your dolphin decals" link to allow people to make a small donation. In return, send them a window or bumper sticker, or a set of kid-friendly stickers, or a fridge magnet. (Yes, always with the URL on it!)

    A thermometer that shows your progress toward a particular financial goal. Not necessarily toward the whole budget enchilada, but to something people can relate to emotionally (ultrasound equipment for examining mommy whales) or can take pride in (a scientific scholarship). Link it to a donation page.

    A "fish food" store that lets visitors "buy" a bucket of mackerel online with their donation. Let them pick a meal to contribute, like breakfast for a party of four dolphins or a midnight snack for Fido the whale. Send them a thank-you postcard from the critters... this is something they'll be likely to show off or want to do again on behalf of grandkids.

    The common theme here: Come up with low-dollar donation tactics that are easy and appealing. Provide a small but tangible gift/reward to donors, and they'll help you promote your cause by word of mouth!

    - Shelley
  • Posted by SteveByrneMarketing on 6/11/2004 at 5:53 PM Author
    Thanks to all for the input. Awarding points is difficult because of the “all to one” or “all to split” rule. Jett’s responses were very helpful because he systematically asked for more information and modeled how this site should work – interactively. But I also felt others provided useful insights in addressing the question particularly SRyan. So I decided to split them.

    I will pass on these suggestions to TDI where I’m sure they will stimulate some lively discussions.
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