March 13, 2007 | Read Time: 1 minute
The nonprofit group Feet First, in Seattle, has attracted praise from a nonprofit marketing expert by mailing a stuffed plush chicken to potential supporters.
Katya Andresen, vice president of marketing for Network for Good in Bethesda, Md., and the author of Katya’s Non-Profit Marketing Blog, says the gimmick grabbed her attention because it was different.
“Normally, I don’t really go for gifts in return for my donations — I want the money going to programs — but this chicken was different from the usual ho-hum calendars and ugly address labels,” she writes. “It turned me into a spokesperson for Feet First, yet again.”
Ms. Andresen says the mailing stood out from the crowd — and made her pay attention to the charity’s mission to create what it calls “walkable communities.”
“Turning a ‘walkable communities’ program into a story about a chicken crossing the road, and sending out chickens, is sticky,” Ms. Andresen writes. “It is unforgettable, and it leads to donor evangelism.”
The anecdote highlights a concept Ms. Andresen says charities should attempt to emulate. Instead of merely following convention, fund raisers should think about what makes their organizations different and then find creative ways to communicate those differences, she says.
“How can you be unexpected today — in a good way?” she asks. “How can you take that tired old success story and rev it up with something surprising? Try to amaze, not daze, your supporters by breaking their guessing machines. They are tired of knowing your next move.”
Do you know of any charities that have come up with unusual ways to tell their stories to potential donors? Share your ideas by clicking on the comment link just below this posting.
