Now that our Facebook newsfeeds have returned to profound quotes and cute cat videos, we have the opportunity to reflect on the impact, success, and implications of the ALS Ice Bucket Challenge. As the marketer at a large non-profit organization, with a strong fundraising component, I have gone back and forth on how I feel about the approach of this campaign.
Some have expressed concern related to the ‘donor-focused philanthropy’ of the campaign; some have identified it as an indication of what is wrong with contemporary charities; and others have pointed out the great awareness the campaign has brought to a deadly, and poorly understood disease. The question though, is where should the focus of a charity’s promotional efforts be?
On one hand, if potential donors or partners are unaware of your organization, it is extremely challenging to raise funds towards the ‘good work’ your organization does. On the other hand, if the intent of your message gets lost in hype or pop-culture type activities, you may not be any closer to people understanding your organization’s mission.
For me, the real conundrum is there continues to be resistance to the idea of a charitable organization spending money on marketing campaigns. If a major car manufacturer spends millions of dollars on an engaging and innovative marketing campaign to drive sales, they are applauded for their creativity and entrepreneurial efforts.
However, if a charity spends money on a marketing or fundraising campaign – undoubtedly at a far lesser amount than the for-profit business – they are criticized for not spending that money on ‘helping others’. Why is it laudable to spend money on enticing someone to purchase an expensive vehicle or a dream vacation, yet shameful to spend money on encouraging people to understand and therefore support charitable organizations?
The YWCA of Calgary does spend money on marketing campaigns and fundraising events. We also host an eyebrow-raising and slightly controversial fundraising event each September that is entertaining and more than a little uncomfortable. At least it’s uncomfortable for the men who choose to walk in high heels, and raise funds in support of women fleeing family violence, at YWCA WALK A MILE IN HER SHOES®. I don’t think any of the fun videos that get posted from the event have gone viral, but at last year’s event we were trending in Calgary on Twitter.
The ALS Ice Bucket Challenge has been provocative, engaging, wide spread and has inspired a great deal of conversation. To date, it has also raised more than $41,000,000 for the ALS Association and engaged 739,000 new donors. Despite concerns that the engagement may be more about the activity of dumping ice on yourself than the raising of dollars, the conversations build awareness of the disease. Not to mention, raising a great deal of money.
So, if you’re the person who chooses to just dump ice over your head for the shear cult-participation factor and not donate that’s OK. You might also remember this activity the next time you hear ALS mentioned and choose to give down the road.
That’s what marketing is all about; create an awareness that is repeatedly reinforced until it elicits an action. Success!
