A key marketing challenge in the not-for-profit space is to come up with ideas that resonate strongly with the public.
Generally speaking, the concept must do two things:
- raise community awareness of - and support for - the organisation's cause or issue;
- generate revenue by getting people to part with cash, either as a straight-out donation or in return for some tangible item such as a badge, ribbon or wristband.
The latter is a big challenge.
For years, badges were king. Then some organisation - I've got no idea which one - started selling a ribbon people could pin on their lapel (Pink Ribbon for breast cancer maybe?). Within a matter of years, we had yellow ribbons, red ribbons, silver ribbons, blue ribbons. You get the picture.
Then wristbands became de rigueur. I'm thinking it was Lance Armstrong's LiveStrong organisation that popularised the wristband concept with a yellow one that nailed it big-time.
* Livestrong wristband was a global hit, but do we really need any more charities using the concept?
Well folks, today you'll be pleased I read about a ripper idea by Guide Dogs Australia.
The guide dogs organisation has worked in collaboration with Kit Cosmetics to produce a fund-raising product with a difference: it's a scent!
Great idea because I reckon it works on a number of levels.
- firstly, it's not a badge or a ribbon or a wristband (product differentiation);
- secondly, it appeals to a sense other than sight (brand relevance);
- thirdly, it's aimed at a younger demographic i.e. 18-35-year-olds who can relate to Kit Cosmetics (targeted = relevant for audience).
Importantly, the story was unique enough to warrant editorial coverage in Australia's major newspapers.
All up, a great idea - I hope it works well for Guide Dogs Australia and its advertising agency Clemenger BBDO.
