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05 November 2012


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Must you call them stupid to make the point? Most people in the non profit sector have given up higher paying jobs to work for the betterment of mankind. I'm all for shaking up the entrenched methodology to improve our chances at success, especially when it comes to improving the world. And I understand that some folks in this sector can be a bit slow to change. But, surely you can find ways to grab attention and promote your ideas without resorting to name calling. If you're about "creating relationships and building trust", I respectfully suggest that there are better ways to achieve this.

Most of the time I think you make great obeservations but here you are way off target. The Red cross film isn't fundraising its brand building. You don't always have to do direct fundraising, it can be indirect and you can make calculations on how much extra funds you raise by making good brandbuilding commercials.

The other Water is life video obviously works very well since it went viral. That kind of buzz about your organization is going to turn into real funds soon enough. And they even have a call to action at the end.

Everything isn't mailings so stop seeing the fundraising world through a "what works for mailings" filter.

How is "Donate Now" not a clear call to action? I really want to know before we make a video so please clarify. Thanks.

Jeremy: "Donate now" is not a call to action unless you've make it clear what and why the donation is for. It's like saying BUY without showing a product.

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JeffJeff Brooks, creative director at TrueSense Marketing, has been serving the nonprofit community for more than 20 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you'll join him in that opinion. You can reach him at jeff.brooks [at] truesense [dot] com. More.

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