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Calendars, Crankiness, and Non-Profits
By Paula Attfield on February 2, 2011
I love calendars. Who doesn’t, really?
Today I read a blog on the use of calendars in fundraising. It contains tips… nothing I would particularly disagree with. For example, use images of animals and nature. True enough.
After working on the Canadian Cancer Society calendar for a number of years, I’ve learned a few things about calendars myself.
Every year, as we sit down to create the calendar we talk about what images would our donors like
to hang on their wall? Will they want to write reminders on it? What information about the Society would they find interesting and useful?
All this ran through my head when moments later Strategy Magazine arrived. It’s the issue with the calendar sponsored by all of the “big advertising agencies” (proceeds to NABS).
I open the calendar and am overcome with the smell of ink. It reeks.
The calendar features logos of all the participating agencies and their “best” art. The theme is birthdays. The cover is a dog walking three people. DDB’s page features their logo with a tiny sperm swimming toward a small “O”. Cute, but why would I want that on my wall for an entire month?
OK I think maybe there’s some usefulness to this calendar. No. I can’t even write on it because each date is populated with the birthdays of every agency person on the planet. Who cares? Why would I care that Anne F’s birthday is Dec 8th? (No offense Anne, I’m sure you’re a lovely person.)
Maybe I’m just cranky.
Or maybe the smell of ink is clouding my brain.
As I reflect, I remind myself…
- That probably nabs gets a good chunk of change out of the offending calendar.
- The beauty of direct response fundraising (as opposed to mass advertising) is that it’s not about being clever or creative just for the sake of winning awards, it’s about results. And, it’s the beauty and utility of a piece of work that help us generate results.
That’s why I love direct response fundraising.
Paula
Tweets that mention Stephen Thomas » Calendars, Crankiness, and Non-Profits -- Topsy.com wrote, on 11:19 at Feb 03, 2011
[...] This post was mentioned on Twitter by Brock Warner and Shane Davis, Simren Deogun. Simren Deogun said: RT @brockwarner: "Calendars, Crankiness, and Non-Profits" – good blog by @Paula_Attfield – http://bit.ly/fM2Gcd [...]
Paul Nazareth wrote, on 00:22 at Feb 04, 2011
I was at a charity event recently and watched donors snatch up the annual free calendar. Nothing impressive in terms of design – I asked a donor why it was such a hot item – it is the only calendar to have key dates of all the world religions on it. Pretty impressive considering this wasn’t a religious charity!
Value – is so important.
Ps. In my first year as a fundraiser I blasted a favourite charity for their expensive calendar. They sent me a note about the cash results, I was shocked and apologized, even complimented them. I still don’t like direct response fundraising. But then, maybe I’m just cranky.
Paula wrote, on 11:11 at Feb 04, 2011
Thanks for your comments Paul! I love the idea with calendars that show all of the international holidays – Oxfam (if I recall correctly) does this well. In any case, regardless of how a calendar is utilized by a charity – the bottom line is always in the results – both financal and in terms of donor stewardship. Cheers.
Paula wrote, on 11:11 at Feb 04, 2011
P.S. I shall work to cure you of your dislike of direct response