This is a great time of the year – the holidays. Christmas, Hanukkah, other celebrations of faith, plus New Years – it all adds up to a lot of fun.
And this is also the time of year when a lot of non-profits are asking for donations … and
us consumers who want to open our pocketbooks at this time of year then have decision to make – WHO to give to? How much?
MMC recently spent some time in the Big Apple, and saw the Salvation Army red kettles near Rockefeller Center. (They certainly are everywhere this time of year, aren’t they?!)
If you look at the picture, you will see some singers (look for the guy on the right holding the bell in the one hand and a microphone in the other). There is a karaoke machine under the kettle (that you cannot see), and these folks are all jamin’ to Christmas favorites. They are dancing, singing, attracting a crowd and having others join in. Having a great time. It’s fun, it’s a bit of a party on the streets of festive NYC.
And many people were pulling out their wallets for dollars or their phones (see how easy it is to text to donate $10 – instructions clearly on the big sign which you can hopefully enlargen to see). MANY, MANY people were making donations – many more than you would normally see at a Salvation Army kettle.
But why was this groups so much more successful? This group was adding VALUE to everyone around them – providing entertainment that really makes everyone feel good about sharing in the spirit of giving. It’s not just a one way transaction in this case – which would be I put money in a kettle, am thanked perhaps, and then I am gone – here in the streets of NY there is value given to the person who walks buy. People stop to see what’s happening, they share the excitement, and join in the giving.
This translates into a much bigger percentage of people actually donating…..and more money going to the people who need it (which isn’t part of the messaging here – but is implied as we all know the brand).
Whether you are a not-for-profit or a for-profit business, keep this in mind. Make it clear the value you provide. Do something different to attract attention and get others excited about you. Experiment.
I wish I had videoed this group – but someone else found some other Salvation Army folks in NYC and posted it on YouTube. This is similar to what I saw – enjoy!!
HAPPY, HAPPY holidays from MMC!
Filed under: Uncategorized on December 20th, 2011