Maybe you’ve already seen this video, but if you haven’t, it’ll make you smile. Regular working people – hospital staff at Providence St. Vincent? Medical Center, in fact. What does it take to “make a difference” today? This proves that a single video can enlighten and create awareness without big bucks.
Using Web 2.0 for causes is smart marketing – excellent for awareness or building a specific brand. Heck, I saw this first on a CNN news report. Now, imagine if just 5% of the over 3.3 million YouTube viewers made a $10 donation to the hospital’s foundation after watching this Pink Glove dance? That’s almost $1.7 million! Not a bad ROI on the video production, wouldn’t you say?
Nonprofits, in general, are still exploring the possibilities that new online tools present. However, without ample resources, it’s a tough thing to do. So, next time you make a donation to your favorite cause, remember that it takes an investment in its infrastructure for them to do the job well. With stronger tools and resources, organizations can deliver on their missions more.
Do you agree? How much of YOUR gift should go to programs and services, and how much should be invested in the organization itself? Let’s hear.
Kudos to Providence St. Vincent? Medical Center and the video producers for creating this fun piece.
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Tags: breast cancer, nonprofit marketing, pink glove dance, video, Web 2.0, YouTube
This brought tears to my eyes! Really great to see people getting together like this for a good cause.
Glad you liked it, too, Aaron. It’s pretty cool.
Re: “How much of YOUR gift should go to programs and services, and how much should be invested in the organization itself?”
That’s a question that comes up often in NFP marketing. Donors want to know their $30 provided a daily meal for a hungry child for a month, a goat for a village, or paid for the pump on a well that provides essential drinking water at a previously unreticulated place.
Fact is, so long as their $30 goes to either programs, or services, or organisational infrastructure – more or less in its entirety – the donor should feel happy.
Donors have a right to feel unhappy when they hear their $30 has been paid to a fundraising organisation which raised $50 or $100 for an NFP and charged a 30%, 60% or even greater percentage of the donation as a commission. NFPs have to get their fundraising costs under control so they represent a strong ROI. They don’t just owe that to the donors – they owe it to themselves and the recipients of the programs and services they provide.
This pink glove video seems to satisfy that requirement exceedingly well!
Thanks for your thoughts, Chris. I agree with you that the gift should go to “programs, services or organisational infrastructure,” yet there’s been some pushback (historically) from donors on how much goes to operational costs.
The only fundraising activity I know of that can take such a large commission to raise a dollar is telemarketing. But then, maybe it’s cost effective for very small organizations – without many staff or resources – to pay high commissions rather than wages, benefits, and physical space.
great video, but IMHO they missed a really opportunity to add a simple call to action. Really, meet a potential donor halfway! They don’t have to make a big pitch for donations, just a link to their website for more info. I actually wanted to make a donation but even as a committed fundraiser, I didn’t have the time right them to go hunting for them. How are those 3.3 million YouTube views supposed to FIND them.
Dolores, I couldn’t agree more. A soft-sell link would have given people the option to find out more should they feel motivated to give.
@Dolores – I also agree with you that there is a missed opportunity here for an appropriate call to action.
@Elaine – Thanks for calling this out. This is a great example of how easy it is to create and promote a video that showcases the best of your organization. I amplified the conversation about the video on my blog @ messagedtodeaf.blogspot.com.
Thanks for another great post!
Thanks, Harriet. Much appreciated. I saw your blog post, too.