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Once upon a time we called every fundraising product ‘athon’. Spellathon. Danceathon. Aerobathon. Easy world then, but now naming a product of activity can make or break its success, especially in the emerging and strong world of Community Fundraising. As you review and refresh your strategy, product development often emerges as a key theme. So here are some steps and tips to help you go through the process to name your product, and some links that might help.

Firstly, it may be worth investing in a creative agency. Getting a product named so it sits comfortably in the marketing and promotional push can save a lot of time and help get the cut through you need. The key is in the brief, so whether you have an agency or not, or you are briefing a comms team or are going to do this in-house, consider the same process that you might take in hiring an external. Get a great brief together.  Its a good discipline whatever size organisation you are in. Creating the brief sets the ground rules and criteria, captures and clarifies your thinking, articulates clearly to others and you can hold everyone to the brief. So either way, start here with this suggested content in your brief

  1. Purpose – what is the purpose, the point, the why. Define this up front and keep it simple
  2. Promise – what are you promising to deliver, the experience, the value
  3. Pain or problem – what gap, pain or problem are you planning to solve or address
  4. Concept – define your product or event.  A single sentence stating what it is. This is the key sentence.
  5. Unique – what makes this
  6. Impact – what will you do with the money? what difference or impact will you make with the money you raise? This is closely linked to purpose
  7. Goal – slightly different. A specific aim or goal you are aiming for.
  8. Target – raise x by y by z, any KPI’s – a few good ones are much better than lots of average and not helpful
  9. Audience – who is this aimed for and where are they. What do they like and what don’t they like?
  10. Market – Who is doing what in the same territory or product area?

Here are some tips for a product naming process. Firstly, the product needs to get as close as possible with naming what it is. Don’t be too clever or intellectual, with a name that you get because of the work that you do, but your audience wont have a clue. Make it easy to say and write. Keep it simple. Its ok to have a strap line to do the explaining – this will be critical in messaging anyway, so use it. Brandwatch have a very effective and to the point blog with 5 golden rules to name a product, so check this out at How to Name a Product: 5 Golden Rules we followThere are some great articles on creating brand or product names – Try Big Brand System, for a great article on the process.  Wordoid is website to generate names where you select key words and it will generate ideas.

So now the process to create:

  1. Get together a great gang….mix it up with a small session of creative types and those who aren’t as obviously creative! It’s a great way to break down silos and drive up engagement so get a room with the right mix of people first and role second. Get brand involved but its your show and product for your audience. 
  2. Brief the room with a quick overview especially purpose and concept. Write it on a flip chart and stick it on the wall
  3. Use key words and dimensions to the concept and purpose. Don’t forget imagery, video and other stimuli. Generate lots of these. Focus on these first as they are your initial ingredients. When, where, how, who, what, everything about and around
  4. Consider other creation processes6.3.5 model – this has a table of 6 people, who each write 3 ideas and then move them around the table 5 times so people can add. There is a lot of evidence now in giving people time on their own to think, so consider sending a short explainer before and asking people to think about it and bring it to the session. Maybe start with a quiet personal 10 mins, everyone writes their own ideas with no discussion first.
  5. Then cluster key words and phrases that cluster around areas or themes
  6. Use a thesaurus  to find new versions of key words, and synonyms
  7. A name creation brainstorm – follow these brainstorm rules from Forbes
  8. Don’ lose anything or close down at this stage!! Keep going!!
  9. At some point stop, and review. When you start to get some frontrunners emerge get some rational sense of certain one and check these against the criteria and the list above
  10. Then walk away and let the left brain process and then revisit and test on a few people the frontrunners. It’s wise to do this – get the initial view, check out domain names and any copyrights, any clashes, but emerging names will feel right then can be validated. Don’t seek everyone’s approval though….do enough to get a good view then decide and deliver

Follow these tips and you’ll create a great product name and deliver a great campaign. If you want to go further and review and refresh your Community Fundraising strategy, join in with my free webinar How to review and refresh you Community Fundraising strategy on August 18th at 12pm GMT. To register click here

If you’d like to hear more about Good Leaders or the upcoming Community Fundraising events, programmes, coaching, strategic reviews, creation sessions, team days and training, click here to receive more information

 

Make me feel. If you want me to do something make me feel. Make me care.

This new ad from the Sick Kids Foundation in Canada and reported on in the thestar.com is an undeniable assault on emotions. Launched during the Toronto Maple Leafs home opener this Saturday, the Sick Kids Vs Undeniable campaign rattles at your door, and when open it bursts through. Some ads for commercial products do that, but they are for department stores or insurance or furniture. They know that feeling is the difference and the product is second. That’s why business seeks to stir values and emotional connection. Maybe bigger budgets allow that, but this is our natural territory. So many times we see the deepest reservoir of emotional content in our causes portrayed with barely a ripple, and when it is without the energy, bravery or even worse to a formula where its authenticity and honesty are drowned. Not so in this campaign. Get ready.

 

I defy you to tell me you didn’t feel. Everything was there. Edge, beauty, tragedy, courage, heart-break, love, compassion, spirit. This is the ad that fights back as an ad, let alone provokes a fight back against kids being sick. It blends all these together. Sight, sound, music, words, loud and soft and at the end not only do I feel, but it’s what I feel that moves me to want to stand with them.

As I look around at the landscape of campaign material the sector produces, I sometimes wonder if we are even awake, let alone angry, or inspired or passionate enough to cut through with this sort of quality. Sure we have and we do….but its not enough.

What do you think? Share and see and above all feel.

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To make a change in legacies we need the right culture and the right leadership to make it happen. It’s about us personally but also our teams and our organisations working together.

Over the next week, I will be speaking across Australia in 5 cities in 5 days about legacies and legacy leadership to charities, NGO’s, fundraising directors, fundraisers and legacy specialists. I’m really pleased to be the guest of Include a charity – the Australian campaign to promote gifts in wills. Australia, like the UK and many other countries faces a similar challenge. Many people give to charity, but fewer leave a gift in their will but say they would consider it when asked. It’s why campaigns are so important. It’s why campaigns are leadership. It’s the difference.

The UK’s Remember A Charity campaign has made huge strides and has now built up a bank of knowledge and experience over the last 14 years. I was privileged to be the campaigns chair for 4 years and looking back its clear that what we thought was the case, is now showing in evidence. Much has changed. Legacy conversations, normalising, social media, partnerships, behaviour change at the heart and real insight and evidence. But at its heart has been consistency with innovation. Legacies are an emotional decision backed by rationale action. Understanding where the donors is comes first. Partnering to lever impact drives scale. Cut through from edge and campaigns where people get to talk about it

This week, apart from spending time with Include a Charity members and helping them make more of their legacy programmes, I will get a chance to speak to those who currently aren’t members or are interested in finding out more. With them I will be sharing ways to show organisational leadership by leading legacies and legacy cultures in their own charities. I have 7 pillars from my experience that I believe show the way to become a legacy leader. Over the next 7 days I will share an explanation of each pillar in my blog.

If you’d like to become a legacy leader in your organisation or want to share your thoughts drop me an email.

So. 5 days. 5 cities – Perth, Adelaide, Melbourne, Brisbane, Sydney. You can follow on Twitter and Facebook at ….or through my blog.

Enjoy the ride.

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I have a confession. I watched the last episode of Mr Selfridge and here’s a curious observation.

Apart from the weaving plots, the hemlines, the scandal and the financial crisis that drives the series there is a curious thread of leadership genius. It’s like a manual in people management. Digging deeper, it turns out that the fiction of the TV, was woven through bones of the man. And, as I discovered, Harry Selfridge was the architect of some pretty good leadership mantra’s. So, in front of perfumes and ladies hats are 9 of the best

  1. “People will sit up and take notice of you if you will sit up and take notice of what makes them sit up and take notice.”
  2. “The boss drives his men; the leader coaches them.”
  3. “The boss depends upon authority, the leader on goodwill.”
  4. “The boss inspires fear; the leader inspires enthusiasm.”
  5. “The boss says ‘I’; the leader, ‘we’.”
  6. “The boss fixes the blame for the breakdown; the leader fixes the breakdown.”
  7. “The boss knows how it is done; the leader shows how.”
  8. “The boss says ‘Go’; the leader says ‘Let’s go!'”
  9. “The customer is always right.

And so is the donor. Lessons come from odd places if you are open to them

A second salute in two weeks. Barnardo’s ad is brave and hits hard. A clever contrast that highlights stolen childhoods for so many children with the difference that care and support can make. It could have done with a tighter call to action at the end…but good for Barnardo’s for not shying away from a subject that needs this level of directness.

Great stories get lost because they are often poorly told. The story-teller matters as much as the story. Simple, clear, emotional and true. Sometimes, we try too hard – when simple then becomes unexpected. Here is a brilliant one from a series for Marie Curie Cancer Care.

This is tough. Brave, hard-hitting, honest, heartbreaking, direct, emotional. A powerful authentic story. Controversial but required. A rallying call. A solution. This is the sort of ad that floors you. Save the Children...I salute you.

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