Relationships 2.0
What did this brilliant e-mail cost Planned Parenthood? Zip. Zilch. It was a simple idea that went viral fast because it was timely and controversial, connected to a well-known organization, and triggered a (liberal) spirit of frustration shared by many. And it raised nearly a million dollars.
Really, who doesn’t love a good story?
In 2008, many of us also got used to what was a new idea not that long ago: campaigns that tell stories across many media (integrated campaigns). Organizations like Defenders of Wildlife and Conservation International combined activities to solicit engagement (for instance, voting on the cover photo for a calendar or “buying” an acre of land to protect endangered species) with asks, resulting in e-mail list growth and significant income in 2008.
Sarah Durham is president of Big Duck, a New York City-based branding, marketing and fundraising firm for nonprofits. She serves on the boards of the National Brain Tumor Society and the New York Chapter of the Association of Fundraising Professionals (AFP).
