Thanks for highlighting this Brett – I agree that the message was confused and convoluted – in fact I am not sure what the message was! Great that you highlight NFPs must be even sharper, more succinct and focussed as we dont always have the budgets or the opportuntiies to convey our message. Kepp up the analysis – and we’ll keep sharpening our act!
Anti-abortion messages are always heavy.Meant to induce guilt, they are directed exclusively at women at their most vulnerable. So, whatever the ethnic background of their targets, it is an attack.
Now to something more jolly: in the ’80’s in Melbourne there were some fun billboards obviously directed at the numerous citizens of Greek heritage. The boards proclaimed the virtues of a certain ouzo if I remember rightly, by saying that it was the favourite tipple of “Every Kon, Nick and Ari”. Clever and fun!
It’s such a shame when NFPs can’t articulate or even think to clearly communicate all the good work they do. Many are very inwards-looking and breed staff who speak to external stakeholders using acronyms and terms only used internally. It’s so frustrating.
I find these messages as distasteful and low as many of you would. However after the anger comes response – and that’s when this type of scaremongering really comes into its own because what’s the flipside? the response?
every 21 seconds our next possible drug dealer is aborted
the most dangerous place for an african american is in the womb – because they don’t understand the basic tennants of nutrition
then i thought about it some more – the message is not as simple though – choice never is.
every 21 seconds a woman makes a choice that with better support services, she might not have to
every 21 seconds a woman makes a choice that’s none of your business
every 21 seconds a woman is lucky to have a safe, clean choice in America – why does American aid take this choice away from women worldwide?
Not so much as a campaign to collect email but to raise awareness and clog a politians inbox. The RSPCA brand is well recognised regardless and having a few extra database entries does not mean you will convert them into $$ for themselves via future donations. Giving the audience the power to complain direct is powerful in itself. This is just good karma for the RSPCA. They will see the benefits in other ways
I see your point Shaun, but think that if they’d collected email addresses as part of the campaign design they’d not only increase their database (show me a charity that doesn’t want that) they’d also be able to keep people who have specifically indicated their interest updated on the progress of this issue.
That’s no small thing.
Punters don’t want to think their email has gone into the ether, they want to feel like part of a collective effort that is making change happen.
Totally agree with your comments, silly marketing dept at rspca. Lack of good web strategy. BUT you’re post in confusing, it caused me to have a furrowed brow….”Look closely……asking readers to send an email. You don’t send the email via the RSPCA website.” What you mean to say is “THEY SHOULD HAVE SENT an email through the RSPCA website”… I’m being picky I know…
would have been cheaper and more effective to send it to facebook or twitter. Create a global campaign. that would have really clogged the mailboxes. On another note, when is the Million Paws Walk, Im a donor of the RSPCA and i havnt recieved Diddly boo about it
The NFP I was employed at for many years didn’t communicate well at all. So much time and effort and messages were lost through the use of acron