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13 December 2012


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All this needed were some different decisions in the editing room to be a fantastic and effective ad. Too bad.

I think the key thing to be aware of here is that the ad is not a fundraising ad but rather a brand ad.

True there is a fundraising ask because that is a strong, joined up integrated approach to their comms strategy however this is design to compliment the strong suite of fundraising TV ads which Save the Children have rather than replace them.

Those ads address all of the issues which you flag in your blog and together the whole becomes greater than the sum of its parts.

I'd have to say you're wrong. What you call the build-up is much more than that. For those that work with children and around poverty issues - especially in third world countries - the first task is humanizing children that don't look like our own. Making potential donors see their fragility, their yearnings. If you do that, the ask is about children. Not African children. Not Guatemalan children. Just children.

The video is brilliant. Because every parent, grandparent, aunt, uncle, babysitter and teacher can relate. We see our children lying in bed and we get lost in our thoughts. We want to them to succeed. We want them to thrive. We want them to be safe and feel loved.

Once you conjured up those thoughts again, you can ask me anything and I'll say yes.

In fact, it wouldn't be an overstatement for me to say that this is the best video I've ever seen from Save The Children.

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The future of fundraising is not about social media, online video, or SEM. It's not about any technology, medium, or technique. It's about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It's already here. More.

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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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