Do Your Next Pitch on 360 Video

Immersive experiences communicate deeper and help convert viewers into donors, shows the most recent study from Nielsen on potential VR adopters (paVRr). The study gauged attitudes of 1,000 paVRrs aged 18-54 about 134 charities. The group appeared to be advocates of technology and education in general, with 49% supporting increased technology access and 41% supporting universal primary education. 

To further measure the effectiveness of VR as a donation tool, Nielsen created an experiential setting in its Las Vegas research labs focusing on 14 pieces of charity VR content: about 100 US consumers viewed a 360 video in Samsung Gear, while another 100 viewed a piece of midroll (i.e.,digital ad that appears in the middle of a video) on a tablet as a comparison. The experiment showed that those who viewed the VR content were significantly more likely to recall the brand than those who viewed the midroll (84% vs. 53%). They were also more likely to seek additional info about the brand (48% vs. 37%).  Just as impressively, 48% of those who viewed the 360 video indicated they would donate to the viewed causes afterward vs. 38% of those who watched the midroll. 

The same efficacy in communication can be brought to any ‘pitch’ — social or commercial. It’s a tremendous opportunity for anyone looking to stand out of the crowd while asking for donations for a cause, seeking start up funding, or asking to be a brand’s agency of record.

New twist on charity: water September 2011 campaign: Track Your Donations at Work

Every year charity: water, the non-profit that drills wells and brings clean water to populations in need, plucks our heart strings with touching human stories from the field. The crew opens our eyes to the lives of villagers in remote areas of Africa. This year, they’re taking a different approach in sharing their story and drawing supporters into the donation process. 

Charity: water is inviting us to raise funds to help them buy an FS 250 drilling rig.


This investment will allow them and their Ethiopian partners to drill faster, and get to more places. In fact, this campaign is aiming to bring clean water to 40,000 people in 80 communities!

Ever wonder what happens to your dollars once you hand them over? As always, 100 percent of donations will go towards the good deed. Moreover, donors to this campaign will be able to track the truck through a GPS system. They will be able to see the gift of their donations 24/7 for years to come. 

This is not only a simple, but smart twist on location-based marketing, but it’s also organizational responsibility. Charity: water is transparent in its communication and is treating loyal followers as true partners. 

To make a donation or start your own fundraising campaign, click on the highlighted links.  

Posted via email from dotwom’s posterous

Wrapping Up WOMMA 2010

I wanted to thank everyone who came to my session at WOMMA Marketing Summit this year, where I presented about social media KPIs. It turned out to be a pretty big crowd. I got many thoughtful questions from the audience. I wanted to share some of them with you here:

Q: You mentioned the role of social vs. paid and earned media. What about owned media? 

A: Yes, owned media is gaining more traction as companies embed social and engagement features into their brand sites. 


Q: You showed a connection between large ticket-item purchases and word of mouth. What about CPG products? 

A: I wanted to make the point that what someone else thinks or advises influences even those purchases that are in the thousands. For CPG products, the trend is even stronger. Word of mouth does influence shopping decisions. 


Q: You showed some strong results for charity: water’s September campaign, that was created with donated services. How much would it cost to run a similar campaign? 

A: Yes, those services cost a bit. But the point I want to leave you with is that the campaign was optimized for measurement from start to finish. The most important success metric was the amount of money charity: water could raise to bring clean water to people in need in Central African Republic. Yet, they also knew how many fans they had, how much traffic they were getting to their web site from Facebook and media, and how many campaigns were starting at any given point. [[posterous-content:pid___0]][[posterous-content:pid___1]]

Posted via email from dotwom’s posterous

charity:water Launches September Campaign

charity:water, one of my favorite organizations, is inviting all those born in September to consider making a donation to bring clean water to African populations in need. We get caught up in daily annoyances and don’t always remember how lucky we are not to worry about the basics we need to survive. 1 in 6 people in the world do not have access to clean water. This is a multi-pronged problem. People cannot feed their families, children cannot reach their schools, they get sick, they put themselves in harm’s way to get to clean water sources. So, instead of piling birthday gifts you may or may not get around to use, consider helping charity:water build wells in Africa. Ask your friends to donate here, whatever they can. (Maybe a dollar amount equal to your new age!)

charity:water has done an amazing job so far. It actively uses social media to bring awareness to the water issue, to rally the troops and to raise funds. Since its inception 2.5 years ago, the organization raised $8.5 million, and funded 1240 water projects in 14 countries. Those projects continue to serve more than 640,000 people with clean drinking water.

Your money will not go to waste. Guaranteed.

One Twitter Push, Two Twitter Push for charity:water

On September 3rd, I got an email update from Twitter’s Biz Stone, introducing Scott Harrison, the 33 year-old founder of charity:water, a non-profit that raises funds to build wells and bring clean drinking water to people in need. The organization has so far brought successful projectsto life in Africa (Liberia, Central African Republic, Uganda, Rwanda, Ethiopia, Kenya, Tanzania, Malawi), Latin America (Guatemala) and South East Asia (India and Bangladesh). 

Scott was running a pretty cool fundraising effort, calling all September birthdays (his is the 7th) to donate to the cause and get their friends to do the same. The logic is simple: if you think you pretty much have what you need to get by, you can ask your friends to donate to the campaign instead of getting you things you may or may not use. 
I ran a quick search on Twitter and came across 15 pages of posts from the past 6 months about the charity. Many people announcing their own contributions, encouraging their friends to donate or buzzing about the charity’s touching PSA and video announcements
My question is why stop in September? The charity has raised close to $1MM from donations. Its goal is to reach $1.5 million. I am a November baby. My birthday often coincides with Thanksgiving. I am thankful for a lot of things in my life and will ask friends to donate here