Re: In the Spirit of the Season: How to Promote A Charity Drive?

From: Rob Frankel <rob_at_robfrankel.com>
Date: Tue 19 Dec 2000 11:33:07 -0500

EFREM HABTESELASSIE <efrem_at_acisconsulting.com> WROTE:
> During this holiday season, our group volunteered to
> design (free service of course) a donation pledge
> collection system for a charitable organization here
> in Toronto called EriTree. http://www.eritree.com ...
>
> Now the hard part is, HOW TO PROMOTE IT? We only have
> eight days left and we need 100,000 visitors! A
> daunting task for sure.

Efrem:

I think it helps if you hook on to an item that people
are interested in purchasing in any event, and using
the charitable angle as an incentive. We did that
during the Susan G. Komen Breast Cancer Awareness
campaign, offering to donate $5 for every book sale and
$50 for every tape sale at
http://www.revengeofbrandx.com .

The campaign lasted about two weeks, and of the sales
we registered through the site, a substantial
proportion were from the campaign.

Just asking people to give, however, is a tough sell --
especially at this time of year. You're fighting too
many other donation requests. But if the donation is
linked to a self-interest, it really does help.

Hope that did.

Rob Frankel, http://www.robfrankel.com
Big Time Branding Guy and Author of "The Revenge of Brand X: How to
Build A Big Time Brand on the Web or Anywhere Else" & "The Frankel
Tapes -- Volume One" on sale now at http://www.revengeofbrandx.com





Received on Tue Dec 19 2000 - 10:33:07 CST