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Let 2011 be the year of risk
By Shane Davis on January 11, 2011
I had an awesome conversation today about agencies and the charities they work for in the UK versus agencies in North America and how they operate very differently. The conversation was about risk taking versus risk aversion.
UK charities have developed a culture of risk taking while North American charities are risk adverse.
Why? Given the competitive marketplace in the UK charities and their agencies have needed to take risks or face becoming invisible.
In this atmosphere, the most creative campaigns and charities shine.
North American charities on the other hand are so risk adverse because they fear wasting money and deviating from traditional models. In short, this means they don’t need to be very creative they just need to provide a reasonable return.
In a separate conversation today, a colleague mentioned one of ST’s amazing clients, and how we loved them because they were aggressive, smart, and took risks. Took risks! The campaigns they have done recently went WELL beyond what this market has seen and at the same time created a major media buzz and lots of positive net revenue in the first 60 days! (which is what the majority of NA charities boil their thinking down to).
Although we may not believe it, the NA landscape is very vanilla, lots of mail and online donations and runs and climbs but nothing like the UK has produced. Nothing like new ideas, even around older concepts, could bring. Nothing like a guy in his underwear for 30 days could bring.
North American charities have an incredible opportunity.
Now is the time to take a risk, be creative and provide a unique way for donors and participants to connect with you. No one else is doing it, step out onto the plank and say “I’ll jump!”.
Clare wrote, on 05:04 at Jan 12, 2011
Hi Shane,
It’s interesting that you say that. I recently got into a discussion with Ken Burnett about risk taking in the UK, around a climate change ad produced by 10:10 the campaigning group. http://www.kenburnett.com/BlogRecklessdeadhand.html The general consensus being that they had gone too far. http://www.kenburnett.com/Blogcomments8.html details some of the debate here, and I am sure Ken would welcome your perspective on it.
Ken has been pushing for years to get charities in the UK to be more risk averse, so it is very interesting to hear that in North America the UK charities are considered to be leading the way on this!
Did you have any specific charities or campaigns in mind when you wrote this? I’d be really interested to take a look at what is considered ‘risky’ and ‘innovative’ to a North American market.
Thanks, Clare
Kim wrote, on 05:23 at Jan 12, 2011
This is very interesting… I’ve been thinking about risk and people’s attitude toward it a lot lately. Isn’t it funny that the best time to take a risk is most people’s idea of the worst time to take a risk?I say 2011 is the best time and wish those brave enough every success.
Tweets that mention Stephen Thomas » Let 2011 be the year of risk -- Topsy.com wrote, on 05:53 at Jan 12, 2011
[...] This post was mentioned on Twitter by Clare McDowall, Martin Keane. Martin Keane said: Very interesting RT @MrsMcDowall: What do you think about 'risky' fundraising campaigns? Let 2011 be the year of risk http://bit.ly/eHZ2fC [...]
Tweets that mention Stephen Thomas » Let 2011 be the year of risk -- Topsy.com wrote, on 15:20 at Jan 12, 2011
[...] This post was mentioned on Twitter by Shane Davis, Shane Davis. Shane Davis said: Latest Post- Let 2011 Be the Year of Risk – http://bit.ly/gjLP6X Charities, you know that crazy fundraising idea you had? DO IT! #nonprofit [...]
Shane wrote, on 09:54 at Jan 14, 2011
Thanks for the comments Kim, I suspect that if you think about risk, it will never seem like the right time. But my hope is that more groups shed the fear and just do it.
Shane wrote, on 10:06 at Jan 14, 2011
Hey Clare, I had a chuckle when I read this, cause in the conversation I mentioned in the blog, we named Alan Clayton and some of the cool, unique campaigns he has worked on over the years, and why NA has not tried them out.
The campaign you link to is very over the top, is intense and graphic. But clearly that organization had something to say and they said it, as loud as they could and landed a lot of attention, mostly negative I suspect. I dont agree with the ad itself, but I like that a charity tried something that got us talking.
I hope by this time next year I have lots of examples of unique campaigns to show, all part of the challenge.
Clare wrote, on 14:47 at Jan 17, 2011
Hi Shane,
Yes the 10:10 ad is pretty hard hitting, I wondered if I was less sensitive to it than others as I grew up with cartoons which blew people up, violent computer games etc…..Just a thought.
P.S I meant less risk averse in my original post, not MORE, that would just be silly!
Clare
Paul Nazareth wrote, on 23:57 at Feb 03, 2011
I’d settle for a pulse Shane. So many of my favourite charities are scared even to be responsive to clear donor interest and trends. I was speaking with a group of fundraisers and all agreed that the general strategic planning of most decision makers is ” what is our competition doing? is it making money? yes? Ok start doing that “.
Reading this book today – http://www.amazon.com/How-Be-Fierce-Competitor-Companies/dp/0470408545
Getting me all riled up about what smart people do at this time – why should it be any different for charities?!
Great blog, but it didn’t help calm me down at all.
I’m on the plank with you this year Shane. PN
Shane wrote, on 14:04 at Feb 08, 2011
Awesome news Paul! Good, anger up the blood, it helps make change. Thanks for the comment. Tell your friends, tell the charity world how they should be taking more risk!
Sawyer Oldfield wrote, on 19:00 at Apr 21, 2012
wow, awesome blog.