Page 71 - Visual Marketing

Why It Works
Dale used Facebook and a
blog that she created herself to
spread the word about Right as
Rain. She posts photos of the
arts and crafts to promote sales.
The organization focuses on one
recipient at a time and uses the
power of social networking to
build a community of artisans and
craftspeople to create the art and
an ever-growing network of “rain-
makers,” who support the benefi-
ciary by purchasing the artwork.
Dale often reaches out to her net-
work in online conversations seek-
ing their advice and feedback on
core issues such as who should
be the next recipient as well as
more rudimentary ones such as
previewing videos and testing pro-
motional methods. Dale has built
an impressive network by effec-
tively using these crowdsourc-
ing techniques that engage her
audience and improve the overall
mission of Right as Rain. She tries
to responds to every comment on
Facebook herself.
The logo by Jim Keller at
Langton Cherubino Group
embraces the joie de vivre of
Gene Kelly’s exuberant dance
from Singin’ in the Rain. It cap-
tures the nonprofit’s name and
perfectly illustrates the hope and
creativity that is instilled in Right
as Rain. Rain can be destructive,
or even just cause a bad day,
but with an umbrella and playful
attitude, the figure dancing on
the logo has turned something
negative into a happy moment.
Success Metrics
• Right as Rain built a network of
more than 2,100 Facebook fans
in less than two years.
MUCH MO RE THAN JUST A W E BS I TE 50
• The charity has raised in excess
of $15,000 and helped people
in a variety of crises: from survi-
vors of natural disasters to peo-
ple fighting personal illness and
injury. More than 300 people
have made crafts and donated
proceeds to Right as Rain.
• Right as Rain won the 2011
Communicator Award for
Excellence in design.
Takeaway Tip
Use Facebook and blogs to engage your
audience in back-and-forth dialogues about
real issues and you will build a loyal base for
your organization. When users contact you,
be sure to give a personal response; this
increases the engagement of your fans and
supporters and ultimately builds up the com-
munity for your endeavor.