The Great Schlep
Who says alienating whole segments of the giving public is always a bad thing?
First, the design is uncluttered and features only the most important elements using simple, compelling graphics. Silverman’s video is the star, but a huge donate button was almost as central. If you’re not going to schlep or give, you’ve got some other options: buy swag, join a Facebook group of schleppers (which nearly 24,000 people did), even make a “virtual schlep” by calling and e-mailing.
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).
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