Honest challenges and hope

Image courtesy of John Hyatt http://johnhyattillustration.com

The advert above is often applauded as a successful advert. It is said that it generated over 5,000 applications for Shackleton’s adventure.

I learnt today that the advert may actually be a fake. Not just the illustration above which is of course fake (the English spelling of ‘honor’ is honour) but in fact that Shackleton may have placed an advert something more akin to:

“Hands wanted for long voyage in small boat. No pay, no prospects, not much pleasure.”

What the fake and the probable original share is raw honesty. Whilst none of us would suggest that charity marketing is full of lies. We should not neglect to tell our supporters exactly what the situation is. For example, if no breakthroughs have been made, we should explain why. Furthermore if we cannot explain why our service works, then we’re clearly not ready to be trusted with people’s money.

What the fake does offer though is hope. It presents the harsh challenge alongside the possible glorious outcome.

Honest challenges and hope – two more ingredients for successful fundraising communications.

When’s a good time for a press advert?

This wonderful ad was spotted in Sydney’s Daily Telegraph.

There beneath the inevitable article about Obama… was an advert for the hair removal product ‘Veet’, and the simple line “Goodbye Bush”.

I share this because it reminded me that sometimes it pays to think about when your audience will be zoned into your cause, and so it often pays to have a “quick-fire” strategy already mapped out for taking advantages of these moments of high interest.

This doesn’t need to be limited to charities delaing with crises or disasters.

A health charity may feel it appropriate to advertise when a celebrity dies – it doesn’t have to be done without sympathy. A doggie rescue charity may keep an eye out for a famous celebrity losing his or her dog. An environmental charity may use a newspaper heading to spark a new campaign.

Think about your potential spikes in interest, and then develop a strategy for ensuring you can respond quickly and creatively.

You can look more closely here at this inspiring reminder of the importance of timing here…