Direct mail and fundraising consultant Dale Berkey talked to me recently about how ministries and the marketing of ministries need to be intertwined. Many Christian organizations have a kind of ministry/marketing schizophrenia. Which symptoms from this list can you identify in your church or ministry?
Sure it’s a world where great causes are often difficult, and deal with horrible issues like poverty, homelessness, or drug abuse. As a result, most efforts at sharing the message of non-profits are deadly serious. But more and more creative non-profit organizations are mining the virtues of humor in messaging, and it’s working. Variety Magazine covered a “mockumentary” called “The Majestic Plastic Bag” produced for the Heal the Bay environmental group. It’s fabulous. Narrated by Jeremy Irons, it’s been a huge success with more than 100,000 views just in the first 5 days on YouTube. To date, it’s been seen by nearly 2 million viewers. Obviously we shouldn’t trivialize serious issues, but
I know, I know. I write on media, faith, and culture, but this time I have to speak out on a topic close to my heart (and stomach). If I have to attend one more poorly planned rubber chicken event for an organization’s fundraising, anniversary, or award, I’ll slice my wrists. Come on people, banquets can actually be fun, not the torture sessions we usually sit through. So if you have to plan an event in the near future, here’s some tips to keep in mind (if you don’t want me leaving early):
Churches, ministries, and nonprofits: Never forget that outside God of course, your congregation and/or donors are your source – and your media platforms and outreaches are your lifeline to that source. A few years ago a couple of national media ministries cut as many as 1/3 of their TV stations to save money – without realizing they were cutting 1/3 of their donor contact. Now, years later, they still have yet to recover. It’s important to constantly evaluate results, make changes, and tweak, but be very careful about drastic media changes just to save money. Your most vital links to your donors are
Social media expert Brian Boyd send me this note on the importance of video in branding and social media. It was so pertinent to our clients and readers, I thought I’d share it:
Kathleen and I were teaching recently at a media conference in Madrid, Spain. During the trip we visited the legendary Prado Museum in downtown Madrid. Walking through the galleries we stumbled upon a remarkable painting from 1640 called “The Crucified Christ with a Donor,” by Francisco de Zurbarán. It was such a glaring and humorous example of how financial donors have been so great and also so terrible for artistic, nonprofit, and humanitarian work over the centuries.
While some donors simply want to help make
Looking out over the horizon, the hottest and fastest growing brands bring value to people’s lives. That’s why there’s a huge opportunity right now for brands that make a difference. Back in 2006, advertising legend Bob Greenberg said, “The real opportunity for brands now lives in finding ways to enrich lives.” What about your product? It might be a
In today’s cluttered and distracted world, it takes more than a great message to get noticed. Some researchers believe we’re being bombarded with as many as 5,000 media messages per day, so cutting through that massive clutter has become just as important as the message you’re trying to deliver. As a result, advertising isn’t just about the message anymore. It’s about