Page 159 - Visual Marketing
P. 159
• There was an increase of
16 percent in new e-mail
addresses from donors and
supporters.
Why It Works fact that hunger is often a silent
problem. The cans represented
By treating this campaign like 10 pounds of nutritious food—
a new product launch, NAIL and there was a slit in the side
Communications used the of the can to serve as a “bank”
marketing muscle of brand- and fund-raising tool as well.
ing to sell Nothing. The cans
could be bought at more than Success Metrics Takeaway Tip
135 local stores. Retail partners
were strategically selected where • More than 14,000 cans of Does your organization tackle problems that
people were already thinking Nothing were purchased, and are hard to understand or seemingly impos-
about food and feeding families. $20,000 in donations were sible to ever solve? Use clever props and
Online donations provide oppor- returned in the cans to the Rhode giveaways to represent intangible concepts
tunities for people to become Island Community Food Bank. and transform them into something concrete
engaged as regular donors and and relevant. For example, to represent a
supporters. Younger donors • Online there were 49,816 home concept like hunger that may seem alien to
typically respond to tangible page views, 14,442 YouTube well-fed Americans, create a can of nothing.
fund-raising objectives. Creating video views, and increased Suddenly a situation that few have experi-
a real can that you could hold social networking with Facebook enced becomes real when you can see it and
in your hand challenged the up 66 percent and Twitter fol- touch it.
lowers up 47 percent.
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