The Great Schlep
Who says alienating whole segments of the giving public is always a bad thing?
The irony of calling products and premiums “swag” might be lost on someone outside of the target generation — perhaps another reason it’s so effective. (About 2,000 people bought Great Schlep products online.)
All the language is like that: colloquial, young and hip. This is an insiders’ club, one that’s cool to belong to if you get it and clearly not for everyone.
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).
Related Content
Comments
