What? Don’t give? Well, actually this great spot for St. Joseph’s High School in Trumbull, CT is meant to get you to give but they do it in a wonderfully funny and creative way – they put a Catholic guilt trip to work to raise money. As an alumnus of the school (along with my father, uncles, sister, brother and at least one cousin) and as someone who works in development and non-profit marketing I couldn’t help but take notice.
The video uses current students, past students, parents and teachers. The participants speak directly to you. They engage you through the screen. They make the appeal personal to them and to you. Mr. Carrie, a Spanish teacher at the school, even chuckles that he likes and needs his job. The request for donations are tangible – for the heat, lights, books. And the video appeal is quick, maybe 3 minutes.
All these things by the way: being personal, being creative, being tangible, being donored centered and being quick are keys to effective thank yous as well. Actually, they are ways to thank donors so they’ll give more.
For me, it was a great trip down memory lane and made me think about how pivitol a role the school played in my development. This is pretty important because I have never given to the school before. I never really thought about continuing my support of the school – especially since I no longer live in the area and don’t have kids.
What do you think of the spot? How effective do you think the appeal is?
Take away: I’ve made a donation and will let you know if their thank you is as clever as their ask.