Know-How Exchange : Advertising/PR

Dear Gandcdowd,

It's counter intuitive I know, but consider ignoring the need to ramp up urgency.

To many people, when non profits ramp up anything, it sounds like whining. It sounds like begging.

The client wants to carry on doing their own DRTV? Why not let them do just that? The client wants to address just the success of their organization in a friendly, positive, laid-back style and message?

Let them. But direct them toward the things they DO for the people they do them for. Not just a "Hey! We're really great at what we do!" kind of message.

Ignore the restrictions. Forget them. Focus instead on what the client wants, but make sure the client understands that the value of their message lies in focusing on what they do for people, not on themselves.

Put bluntly, NOBODY cares how great the client thinks they are. People care about the things the client does for the people they're doing it for.

The only people that think the client is great is the client.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA

Perhaps its time for a reality check for your client.

Let’s see; we have a recession and we have a credit crunch. Cash is tight. Charities and non-profits are suffering a decline in revenues the world over. The public is unable to be as generous as it used to be and corporations are cutting back on charitable and social giving. People are being more discriminating on their personal expenditure and more discriminating about where they give or donate their now limited cash. It’s not spare cash anymore – it’s not discretionary spending, it’s either new shoes or a donation to their favourite cause.

So what does your client’s relentlessly up-beat message convey to their donors and their supporters?

Smugness?

Possibly – and that can’t be good in this climate.

Or how about, “Actually we are doing quite well, despite the crunch”

If the supporters perceive the former, they will be revolted at the complacency and about being taken for granted. If they think the latter, they will rightly say, “Ok, well done you – I’ll swap my giving to a more needy cause, cancel the bankers order and make out a new, smaller one to the Red Cross.”

Is this really what they want to engender – it’s a lose, lose, lose scenario where the people they depend on will be alienated, disgusted, put off or will swap their alliance because their support appears not to be wanted, needed or appreciated.

Sure, continue to let supporters know about the great works and past successes. Tell them that they are dipping into reserves in order not to let people down, but for heavens sake, tell them that these works can’t continue without them digging deep and making a small sacrifice to support them through these difficult times.

The risk to you in saying this is that they will dislike the message and shoot the messenger. Look on the bright side – if they continue in this blinkered and aloof manner, they won’t be around for very long for you to have to miss them as a client.

Stand up for what you believe in and back your argument with facts, presented in the most emotionally effective way you know how.

Best wishes


Steve Alker
Xspirt