Johns and Jones to Play in Touch Football Charity Match at Auckland Nines

first_imgRugby League greats Andrew Johns and Stacey Jones will come out of ‘retirement’ this weekend in the name of charity at the inaugural 2014 Dick Smith NRL Auckland Nines. Johns and Jones will pull on the boots once again to raise funds for NZ charity, The Rising Foundation, when they line up in the first Beko Media Stars Touch Football match between New Zealand and Australia to be played prior to the Dick Smith NRL Auckland Nines final at Eden Park on Sunday, 16 February. The nine-a-side charity Touch Football match will see a select group of former players now working in the Australian and New Zealand media being joined by print, radio and television reporters. The match will be played over two nine-minute halves in front of a crowd of more than 46,000. Johns will be joined in the Australian side by former Test players Gorden Tallis and Danny Buderus, and ex-premiership winning players Brett Finch (NSW Origin) and Steve Turner.The New Zealand side will feature former Kiwi internationals in Jones, Richie Barnett, Monty Betham and Wairangi Koopu.Home appliance brand, Beko, will sponsor the media match with the aim of trying to raise $20,000 for The Rising Foundation.  Beko will donate $2,000 to The Rising Foundation for each try scored in the media match. The Rising Foundation was established by a group of former South Auckland children with an aim to assisting at-risk-youth to develop to their full potential. Chairman John Bongard said these children in New Zealand are on the verge of being lost to their families, schools and community. “The Foundation does this through developing pathways, involving parents, schools and other agencies using outdoor education programs, one to one mentoring and group therapy,’’ Mr Bongard said.Canterbury-Bankstown Bulldogs CEO Raelene Castle is on The Rising Foundation Board. Australian team (not in playing numbers)1.      Andrew Johns, Captain, (Rugby League Week ‘Immortal’)2.      Gorden Tallis (Qld Origin, Australia)3.      Brett Finch (NSW Origin)4.      Danny Buderus (NSW Origin, Australia)5.      Steve Turner (ex Melbourne/Bulldogs premiership winning winger)6.      Brent Read (reporter, The Australian)7.      Michael Chammas (reporter, Sydney Morning Herald)8.      Josh Massoud (reporter, The Daily Telegraph)9.      David Riccio (reporter, The Daily Telegraph)10.  Pat Molihan (reporter, Channel 7)11.  Shannon Byrne (reporter, ABC Radio)12.  Steve Hart (reporter, Fox Sports News)13.  Tony Adams (reporter, RLW’s ‘The Mole’)NZ Team List (not in playing numbers)1.      Stacey Jones, Captain, (Sky Sport, ex NZ Test player) 2.      Sam Ackerman (reporter, TV 3 News)3.      Richie Barnett (reporter, NZ Herald/SKY TV, ex NZ Test player)4.      Jenny May Coffin (reporter, TV 1 News, ex Silver Fern netball player)5.      Monty Betham (SKY Sport, ex NZ Test player)6.      Wairangi Koopu (Sky Sport/Maori TV, ex NZ Test player)7.      Karl Te Nana (reporter, SKY TV/ Maori TV, ex NZ Sevens player)8.      Sam Ackerman (reporter, TV 3 News)9.      Nickson Clark (Mai FM breakfast host)10.  Sam Wallace (TV 1 Breakfast)11.  James McConie (Prime TV)12.  Bryce Casey (The Rock Breakfast host)13.  Dominic Harvey (The Edge Breakfast host) Referee: Stephen Killgallon (Fairfax Media, ex Test international referee)To learn more about Beko Home Appliances, click here:http://www.beko.com.au/ To learn more about The Rising Foundation, click here:http://www.therisingfoundation.org.nz/about_us/To keep up-to-date with all of the latest news and results from the Auckland Nines, please click on the link below. http://www.nrl.com/DrawResults/AucklandNines/tabid/11376/Default.aspx  2014 Dick Smith NRL Auckland Nines February 15 – 16, Eden Park, AucklandTwitter/FacebookNRL Nines is on Twitter and Facebook @NRLAkl9s #DickSmith9sDick Smith is on Twitter and Facebook @DickSmithAU #DickSmith9’sRelated LinksAuckland Nines Touchlast_img read more

Old vs. New Marketing Haiku

first_imgAnd the winner of the haiku challenge is…Lorraine. Not only is she good, she’s prolific. I loved them all, but she takes the cake (book, actually). Here’s my favorite from her body of work:Old Marketing HaikuSuch a big, loud adCosts your client a fortuneWith no ROI.New Marketing HaikuWant to sell your stuff?Stop shouting at your buyers.Try conversation.Lorraine, email me your address for your free copy of Robin Hood Marketing!last_img

Examples of the Good and the Bad in Online Fundraising Appeals

first_imgYou can almost see the line over to Katya ‘89, who is marketing for good. Open it up and it says, “Haverfordians make a difference in the world through their support.” And it asks me to support the education of people like them. It’s about me, people I can help, and the difference we all make. I love this appeal because it connects to the reader literally and emotionally. It’s like looking in the mirror and seeing a reflection of myself – and my aspirations.What’s good: focusing on the donor. What’s bad: focusing on yourself. It doesn’t feel good to look at something that should reflect you and not see yourself. My alma mater, Haverford College, earlier this year sent me a bad email appeal. I lamented this poorly led, “all about us” missive. Here’s what it said:January 1 is New Year’s Day, according to the Gregorian calendar. Sometime between January 21 and February 21 is the Chinese New Year, also known as the Lunar New Year. Many cultures celebrate the New Year on the day of the vernal equinox, which is also when the ancient Babylonians used to celebrate it. April is the month of the Nepali, Thai, and Cambodian New Year’s celebrations, among others. And at Haverford, when the calendar hits July 1, it is the new fiscal year!The last fiscal year was one of unprecedented success for the Haverford Fund, with 52% of our generous and loyal alumni contributing $4.2 million dollars!The 2007-2008 fiscal year promises to be an exciting year on campus, with the arrival and inauguration of Steve Emerson ‘74 as president. We hope to show him how committed the alumni body is to the current life of the College by sustaining and improving upon last year’s great success by increasing our participation to 53%!Why do I care about these dates, the fiscal year or the development department? What does this have to do with me? I looked at this appeal and I did not see myself. I did not recognize the do-gooder, warm institution I remember.Later in the year, Haverford sent me a fantastic mailed appeal this week that is gold-standard marketing. I looked at this and I saw myself; literally.last_img read more

What You Get Is Why You Give

first_imgThis is my new column for Fundraising Success.Soon after I was divorced, I heard a story on NPR that really got to me. I was driving home from work, half-listening to a profile of East St. Louis. It was about the area’s extreme poverty and the efforts of some extraordinary people to rise above their circumstances and make better lives for themselves and their families.The details are long lost, but I remember one person from the story perfectly. She seized my complete attention. She was a single mother working long hours to support her two daughters. She’d cobbled together the funds to send them to a good school, and she was doing all she could for their future. She kept going, against all odds, for those girls.As the single working mother of two daughters myself, I was amazed and humbled by this woman. Though my life is far easier than hers, I did have an inkling of just how much strength it took to do what she did. When I got to work, I tracked down the NPR reporter, emailed him, thanked him for the story and asked him to put me in touch with the woman. After he got her permission, he gave me her contact information. I told the woman how much I admired her and thanked her for inspiring me, and then I sent a small check to support her daughters’ education. While technically I was the donor in this relationship, there is no question that she did more for me than I could ever do for her. She gave me faith that the job of raising two daughters alone could be done, even in the hardest of circumstances.I tell this story because it illustrates something so important: that giving and receiving go hand in hand. Fundraising is not simply about what you ask of people, it’s about what they get in return. You don’t have an empty, outstretched hand. You have a lot to offer donors, and you should frame your ask accordingly.In crass marketing terms, we call this the benefit exchange. It is the answer to the question, what do I get for my money? If I’m manufacturing pricey anti-wrinkle cream, the benefit exchange might involve $100 as the price for hope I can regain my youth. If I’m fundraising, there are many possible benefit exchanges I can offer to my donors – faith in themselves, inspiration, a feeling of accomplishment, or – on a more mundane level — a plastic wristband or logo-laden coffee mug.Think about this formula the next time you ask for money. Remind donors of the returns of giving, which are precious indeed.Here are a few qualities of a great benefit exchange:IMMEDIATE: What will people get right away in exchange for doing what you ask, whether you want them to give money, volunteer or quit smoking? Some good causes deal with the immediacy challenge with a gift like a t-shirt, hat or wristband. These offerings provide the person that donated money or took some action with an instant benefit, for example, recognition. Other options? Show how someone can save a life RIGHT NOW. Demonstrate they can feel good by making a difference THIS SECOND. And above all, make it incredibly EASY to act, so people will believe they will get the benefit exchange pronto.PERSONAL: Our audience members need to believe from our message that the reward we’re offering for taking action will make something better for them personally. The private sector understands the importance of making rewards personal. They don’t sell you a car by explaining the way the engine is built; they tell you the car is reliable, safe, or fast, depending on who you are and your personal priorities. They take the attributes of their product and translate them into personally desirable benefits. That translation is easy to make for most products. It’s harder for good causes because we get swept up in the huge scope of what we want to accomplish. But remember, at the end of the day, it is always the personal connection, not the grand concept, that grabs our attention. RELEVANT: We can’t easily change what our audiences believe, but by plugging into their existing mind-set we unleash great power behind our benefit exchange and our message. The values of our audience may have nothing to do with our cause, but we can still use them. A famous, frequently cited example of the value-based principle at work in social advertising is the successful Don’t Mess with Texas campaign. The phrase has become so famous that many people outside Texas don’t even realize that this is not a state slogan but rather a long-running marketing effort to get people to stop littering. The young Texan men who were the target of the campaign didn’t care about littering, but they did care about their macho image, and no one doubted the fierce pride they had for their home state. By tapping into these powerful feelings with the Don’t Mess with Texas concept, which didn’t have a thing to do with trash, the ad agency that created the campaign (GSD&M) drastically reduced roadside litter.The bottom line? Doing good is not a one-way transaction. It’s an exchange – I give your cause support or dollars, and you give me some thing or some feeling that I want and value, right away. In my case, I gave to a woman in East St. Louis because she gave me faith in myself. And that is a benefit that not only compels a donation, it is also most certainly priceless.last_img read more

The 5 funniest charts ever

first_imgAll I can say is OMG. You, dear bloggers and readers, have outdone yourselves. I asked you for chart fun for this Blog Carnival and you gave me chart brilliance. The best come from Jan Fonger and Kivi Leroux Miller who not only have a great sense of humor, they have razor-sharp insight. The three below are from the wonderful Janice. This could not be a better explanation of marketing in the nonprofit sector:Janice also offers her take on fundraising and candy corn. Kivi, who is right here in NC with me, hits the humor-insight sweet spot with this great piece on nonprofit reactions to web designers’ work and email. You must check them out.But wait, there’s MORE!!Jeremy Scheller presents Jeremy Scheller: Hyper-Blogging: Loud Message + Deaf Ears = No Communication posted at Jeremy Scheller. John Haydon presents How eNewsletters Can Kill Your Non-Profit | CorporateDollar.Org – Exceed your on-line fundraising goals with social media know-how! posted at CorporateDollar.Org – Exceed your on-line fundraising goals with social media know-how!. It’s not really a chart, but it’s a cool way to present numbers: Marc presents Cape Argus Aids stats – Osocio, Social Advertising and Non-profit Campaigns posted at Osocio Weblog. Thanks everyone for your creativity. And your smarts. And for making us laugh on (yet another) day when our 401Ks tanked.last_img read more

More Than a Donate Button: Composing Your Online Fundraising Plan in ‘09

first_imgDownload the transcript, slides & MP3 audio recording below!There’s more to online fundraising than a “Donate Now!” button. At Network for Good we call that the “Field of Dreams Syndrome” – assuming that if you build it, they [donors] will come. So how will you attract these generous supporters who are turning their attention to the Internet to make their charitable gifts? What’s your plan for the upcoming year?Join special-guest presenter John Kenyon as he takes participants step by step through the process of developing an online fundraising plan. What you can expect:What to include in your planStrategies and tips for creating an effective planExample of a nonprofit online-fundraising planAn opportunity to get your questions answeredAbout our speakerJohn Kenyon is a nonprofit technology strategist who has been helping nonprofits for over 18 years providing advice, teaching and writing about effective uses of technology. He has worn many hats throughout his career: author, training and consulting manager, private consultant, adjunct professor and featured speaker in the US, England, Australia and online. His consulting practice concentrates on strategic uses of appropriate technologies with a focus on leveraging the internet.last_img read more

Guest post: telling stories with moving pictures

first_imgKatya’s commentary: A while back I met Mark Horvath virtually (via this blog and my book, as I recall). Mark, it turns out, was once the person directly responsible for the worldwide distribution of Wheel of Fortune, Jeopardy, Married with Children, 21 Jump Street, plus many other syndicated shows. He also had some rough times and was once homeless. Today, he has drawn on all of his extraordinary background by dedicating his time and energy to filming the stories of homeless people in LA at Invisible People. And, lucky for me, he offers this guest post. Be sure to check out Invisible People when you can. Here’s what Mark has to say about video for nonprofits – and nonprofit marketing. Take it away, Mark. If you want to reach Mark, he’s at Twitter.Telling Stories with Moving Picturesby Mark HorvathThere is no denying the power of moving pictures to tell a story. In fact, you have probably taken in one or more forms of video media already today. Sure, I may be biased, but videos are the most powerful way to transmit emotion. If you can transmit emotion while telling a good story you will no doubt increase response.When I started in commercial television in the early 1990s, I managed logistics for a large syndicator. Although I had also spent time producing music videos and working on a feature film, I really knew nothing about the production end of media. However, this changed pretty quickly when I became the executive producer of a weekly tv show for the Los Angeles Dream Center. As far as religious broadcasts go, this show was very different. Rather than a simple “talking head” the show consisted of three independent “testimony” segments. Not only did this require a great deal of production and editing, but it had to be completed each week by an all-volunteer staff with a budget of zero.The best advice I can give you is what was given to me back then. Someone suggested that I start watching news magazine style shows and take notes. 60 Minutes, 20/20, Dateline, even Behind the Music on VH1. They were the professionals at video storytelling, so the TV set literally became my teacher. I also watched lots of infomercials because they are the very best example of long-form response marketing. Local news gives a good example of how to tell a story fast and how to effectively use b-roll when you don’t have lots of time to edit. Everything you need to know about video production is already right in front of you. And best of all, it’s FREE!That said, I’d like to offer a few tips to help you get more results from short-form media. Long-form is a little different, and since many non-profits are trying to figure out how to produce a video for their webpage or fundraising event we’ll just focus on short-form. Some “pros” who went to school for media may argue with these. But in the last five years, my video productions have broken response records and literally raised millions of dollars for cause campaigns. So without further ado, here are my tips for getting more results from short-form media:Content! Content! Content!: There has always been a battle over content vs. quality. Many old-school shooters just want to make pretty pictures and put the story second. Yes, by all means necessary, work hard to get the very best quality (especially since quality transmits credibility). But remember: the most watched video of our time is Rodney King, which was shot on VHS. Compelling content is by far the most important ingredient of a successful story. Work backwards: What result do you want produced from the video? Do you want people to call, write, stand up, talk, yell, give money – what action do you want taken after they view this video? Figure out what the call to action is and then produce your video backwards knowing the desired end result. Know and target your audience: This should not even have to be started, it’s so obvious. But producing video for a kid is a lot different than producing video for old folks. Like attracts like. If you are trying to reach women, do stories featuring women. ‘Nuff said. Produce for delivery: The graphic treatment on a video that will be seen on a computer directly in front of the viewer is different than a treatment used on for a viewer who is 300 yards away at an outdoor event. Short means short: One of the greatest challenges of producing video is cutting out content. But it’s absolutely necessary, otherwise your finished product ends up too long and boring. Between 3 and 5 minutes is a good rule for both online and live events. Sound bites, not voiceover: Of course, there are times when you just have to add a voiceover. But there will be more emotion in the story if you interview the person and let them tell their own story. This will also save costs. I once heard Larry King say he usually never reads his guest’s book and does not prepare. He simply is interested, which helps him ask the right questions. Here are a few of my Larry King-inspired tips for conducting good interviews: Never give questions in advance: I have found people speak from their heart best the first time. Give them questions in advance you’ll get rehearsed emotionless answers. Be a good listener: You never know what new topic is going to be brought up in an interview. Don’t be afraid to explore. Be flexible. You may even get a better story than your original. Take notes: I don’t write down my questions in advance. As the person speaks I write down things that come to my head that I may want to ask later. Acknowledge and affirm the person: Mirror the emotions you want returned. Never put words in their mouth. Put them in your question: Integrity is extremely important when producing nonprofit videos. I never ask a person to say “something.” But I will paraphrase what I would like them to say in the question I ask. Ask them to repeat your question when answering: I’m not in the video, so if I ask, “How did you get to the shelter?”, and they respond “By bus”, the story is missing. I start off each interview by asking them to repeat my question each time so I’ll get, “I came to the shelter by bus.” Have fun: Be friendly and relaxed. Cameras make people nervous and you may be discussing a touchy subject. Help the interviewee feel comfortable. Location is important only if it has meaning: I would much rather see the emotion on a person’s face then a wide shot revealing some cool location. You can always cut in images (called “b-roll”) to help tell the story. Again, this is not your normal school of thought. Shoot a medium close up and use lots of b-roll. It will save you time, money and will be far more effective! There are times when the location may cause an emotional response for the person being interviewed. If that’s the case, GO THERE! Overshoot – ALWAYS: a good editor/producer will eat b-roll. Always shoot more than what is needed especially if you are on location. Chances are you may never be back, so it is better to have and not need then need and not have. Shoot lots of dumb stuff. Watch Survivor and you’ll often see a lizard crawling up a tree used as an edit point. Be creative. Video tape is cheap, so use it! Have fun: Working at Burger King sucks. You are producing video that might just change the world. Have some fun while doing it. Make it happen: The invisiblepeople.tv concept had been in me for a long time. But I couldn’t make it happen until I figured out how to get the past not having professional video gear and editing equipment. I only had $45, a low-end camera and a laptop. I’m so glad I didn’t allow not having the right gear stop me. Today, MySpace’s Impact Channel is featuring one of the invisiblepeople.tv videos. That is amazing since it is not what the “media industry” would classify as a quality production. It’s just a kid talking about being homeless into a $500 camera. Several thousand people will watch that video today alone simply because I didn’t follow the rules and I made something happen. The last rule, there are no rules! Take a risk, do it different and make something remarkable! Eddie from invisible people on Vimeo.last_img read more

A Sample Donor Appreciation Certificate

first_imgWhat is the number one reason donors become “one-time” instead of “recurring”?Donors cite the number-one reason for ceasing their support as this: It was the way I was treated by charity, from not being thanked an avalanche of needy appeals.You need a thank-you message that says to your donors, “you matter,” and, “let’s start a conversation.” Think of the old marketing adage: It’s cheaper to keep a customer (donor/supporter) than to find a new one.Here’s an example of a unique way to thank your supporters from Save the Children, a donor appreciation certificate: For a memorable way to thank your donors, stay true to your mission and reinforce that connection between your donor and the impact they help create.last_img read more

Four essential tweaks to your appeals in a recession

first_imgThe Chronicle of Philanthropy today said the nation’s biggest charities are forecasting a 9 percent decline in giving this year – the biggest drop since the publication started tracking private donations in the early 90s. In an interview with the radio program Marketplace, publisher Stacy Palmer said it’s affecting how nonprofits ask for money:One of the things most nonprofits are very aware of is that some people don’t have jobs and they can’t appeal to them, so they’re focusing on the people who are affluent still and who still have money to give. They’re very careful to not make a pitch to somebody who can’t afford to give.I’m not sure that’s the case for most nonprofits – or if it is, it applies only to major donors, which is one circumstance in which a nonprofit may have intimate knowledge of a donor’s circumstances. Most nonprofits are unlikely to know who among their supporters has a job.In fact, the Chronicle on its website suggests as much (registration required to view article). Apparently most of fundraising is as aggressive as ever:The push to be more aggressive in seeking donations continues. The biggest charities are stepping up their efforts to solicit individuals, trying to explain more clearly why they need money, focusing on donors who have stopped giving, experimenting with new methods of online fund raising, and putting more time and effort into securing planned gifts. Charities are also reorganizing their fund-raising departments, sometimes because they have been forced to lay off employees. They are encouraging fund raisers to share responsibilities and work more closely with people in different departments.Here’s my take: you cannot possibly know the economic circumstances of all your individual donors – though hopefully you’re aware of the status of your biggest donors. And you can’t stop asking for money entirely. So what are you supposed to do? Ask, but with four things in mind:1. Empathy is appropriate. Acknowledge times are hard – for everyone – right now. If a donor can’t give, they’ll appreciate you understand this.2. Show you are tightening your belt. Describe every step your organization has taken to tighten your belt and operate as efficiently as possible this year.3. Demonstrate that all donations count. Because you’re stretching every dollar, make the point that every donation helps more than ever this year – whatever the size of the donation.4. Show impact. Thank your donors profusely for their past help and explain in tangible, vivid terms how their donations have made a big difference. And then do it again and again and again. Donors usually don’t stop giving because they don’t have money. They usually stop giving because of a surfeit of appeals and a shortage of thanks. Show donors that they are making good things happen – and give them credit for every piece of good news you have about your programs.A last point: if you have to reorganize your fundraising department or merge departments because of downsizing – something the Chronicle suggests is prevalent – look at this as an opportunity. It’s a chance to show you’re focused on efficiency and it’s also a great way to get rid of siloes where they should not have existed (ie, between marketing and development). Tough times can hold good lessons. Let them make you a better fundraiser.last_img read more