I was chatting with a friend of mine about the role of social responsibility in fueling consumer spending. She heads up strategy and research in the leading ad agency in Turkey. No wonder she is in charge of research; the next day she sent me a link saying ‘This is the model you were talking about.’
Her link lead me to Gercekten.com, a Turkish portal that offers customized gifts to your loved ones, signed by the celebrities joining the portal’s cause to raise funds for charities. Money raised by these purchases go towards non-profits that help the sick and the poor. All listed non-profits are highly credible and carefully vetted.
As a user, all you have to do is choose your celebrity, pick a gift (this can be a poster or a t-shirt from the celebrity) and write a short message you’d like the celebrity to say in a video. Once you pay for the gift, the proceeds go towards your choice of non-profit, the gift goes to your friend and you and your friend get a unique video message from the celebrity, saying what you wanted him/her to say. You can then forward the celebrity’s message, post it on Facebook or YouTube. So, the celebrities also increase their popularity and get media attention.
All involved parties win. The celebrity gains new fans, the consumer gets a unique gift, the non-profits and the portal get their share. Nice formula!
Idil has devised marketing and communication strategies for Fortune 500 companies and non-profit organizations for 20 years. She is the author of 'Implementing Word of Mouth Marketing: Online Strategies to Identify Influencers, Craft Stories and Draw Customers' (Wiley, 2010), as well as numerous industry briefs and articles on online communications.
Idil has been a public speaker on word-of-mouth marketing, women and ethnic minorities’ use of digital communications, and e-CRM. She has been widely quoted in trade journals and newspapers such as CNet news, CBS Market Watch, San Jose Mercury News, Chicago Sun Times, Harvard Business Review, the Financial Times and the New York Times. In 2010, she was selected ‘Digital Communicator of the Year’ by PRNews.
Idil is currently VP of Media Analytics at Nielsen, working with public sector, technology and telecom clients, gauging their advertising and brand communication effectiveness. She also serves on the Ad Council’s Research Committee.
Previously, she was a VP of Client Development at NM Incite – a Nielsen / McKinsey company, identifying and amplifying business opportunities in social media for clients. Prior to her roles at Nielsen, Cakim was a Senior Vice President in the global PR agency Golin’s digital practice and a Director of Burson-Marsteller’s think tank—the Knowledge Development group.
A native of Istanbul, she holds an M.A. in Communication from the Annenberg School at University of Pennsylvania and a B.A. in Sociology from Bryn Mawr College.
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One thought on “Creative Online Fundraising”
It's the very interesting technique for bringing market share so quickly.I hope after reading your post,everyone must take a try for this.Thanks for the nice info.