The NonProfit Times - September 15, 2008 - (Page 1) The Leading Business Publication For Nonprofit Management • www.nptimes.com • $6.00 U.S. September 15, 2008 Shock And Awe Makes An Impression Sometimes you can’t go too far with public awareness BY MICHELE DONOHUE A poster featuring a busty, D-cup model will turn heads. Couple it with a precocious, pig-tailed face of a little girl and it will stir an Internet frenzy. That’s what happened to The United Way of Greater Milwaukee’s (UWGM) statutory rape awareness campaign when the faces of adolescent girls were imposed on full-figured, adult female bodies. But before the campaign could launch, the ad images leaked on the Internet and the campaign was tossed, even though the ads tested well in focus groups. “It was obvious that the ads were being misconstrued,” said Nicole Angresano, the community impact associate director for UWGM. Angresano said that changes were made to the images and text and the leaked versions represented earlier design prototypes. “If we were to move forward, those were not the versions they would have seen,” said Angresano, who explained that the ads were created to discourage adult men from having sex with under-aged girls. Some 71 percent of babies born to teen girls in Wisconsin are fathered by adult males older than 20. In 20 percent of those cases, the fathers are at least six years older than the mothers, according to Guerrilla stickers and hard-hitting marketing targets abuse. the Wisconsin Subcommittee on Adolescent Pregnancy Prevention study.The UWGM assumes that the statistics have stayed relatively the same since 1998, through case studies and anecdotal evidence from law enforcement, said Angresano. A new study is under way but results have not yet been released. “The message has to be understood. If they are just shocked and outraged, what is the point of that?,” Angresano rhetorically asked.“It’s not shock for shock value alone. It’s important to try new things to raise awareness,but it should change behaviors purposefully and thoughtfully.” People are bombarded by thousands of advertising messages each day.Ads explode from the Web, television, newspapers and magazines. They crowd public areas such as bus stations, sports arenas -- even restroom stalls. Some nonprofits, with causes ranging from teen pregnancy to global warming, use provocative campaigns, everything from shock to sex appeal, to bring their message to the masses. The mission’s success, “whatever it is, it relies on their ability to communicate to someone.You can’t do that if you can’t reach people with your message,” said Gary Mueller, executive creative director and cofounder of Serve, an advertising and marketing agency in Milwaukee that worked pro bono on the UWGM ads. Serve works on extensive awareness campaigns that Mueller describes as “not hot, not popular and not sexy,” such as teen pregnancy, child sexual abuse, ovarian cancer and Shaken Baby Syndrome. He said that he believes successful marketing is the most important component of a nonprofit’s mission. “Your job is to get as much attention to your cause as possible,” said Shock And Awe , page 4 That Familiar Feeling Fundraising goes national by going regional BY TIM O’REILEY hen the American Lung Association (ALA) in New York City tried to streamline its fundraising efforts by eliminating local references in their mailings in favor of a generic nationwide message, it saw donations drop 12 percent from the previous year. Quickly, the ALA reverted to the old ways, making sure that an appeal had something local in it, even if it was only a post office box for sending a check. At the American Red Cross (ARC) in Washington, D.C., however, one size still fits all.A test in three major cities using locally-tailored appeals attempted to persuade donors to national relief funds for victims of the Asian tsunami and Hurricane Katrina to contribute regularly to local chapters. It yielded inconclusive results. At this point, said John Perell, ARC’s officer of direct response fundraising,the Red Cross will continue to test territorial appeals, but the results didn’t justify the added expense of doing it on a regular basis. That Familiar Feeling, page 7 Lessons From ‘Lenny’ Grab Attention Of Millennials BY MICHELE DONOHUE he Texas Department of Transportation (TxDOT) had harrowing statistics -- everyday in the state four people die in alcoholrelated crashes.But the problem remained – how do you translate the serious drunk driving situation to a care-free,younger crowd? One solution was a video of a plastic deer named Lenny getting drunk and rowdy, but deciding to take a taxi home. Lenny remains a spring break regular two years after the campaign launch, taking pictures with bathing suit-clad coeds and still delivering a message – don’t drive drunk. “We wanted it to be a communicative campaign that young people could share W T Lenny the plastic deer is smart enough not to drink and drive. and pass along,” said Mark Cross,spokesman for TxDOT, which launched the sober driving Web site WhosDrivingTonight.org aimed at teenagers to college students.“We Lessons From ‘Lenny’, page 8 This Front Page News Is For You We’re increasing your bonus to $50 per active account. Call 1-866-747-7488 or visit cardpartner.com ™ http://www.nptimes.com http://cardpartner.com http://cardpartner.com
Table of Contents Feed for the Digital Edition of The NonProfit Times - September 15, 2008 The NonProfit Times - September 15, 2008 Shock And Awe Makes An Impression That Familiar Feeling Lessons From 'Lenny' Grab Attention of Millennials Contents Protected From Whom? Information Sharing Donors Want More Briefs Diversity Recruitment Calendar Catholic Fundraising Guide NPT Jobs Resource Directory The NonProfit Times - September 15, 2008 The NonProfit Times - September 15, 2008 - Lessons From 'Lenny' Grab Attention of Millennials (Page 1) The NonProfit Times - September 15, 2008 - Lessons From 'Lenny' Grab Attention of Millennials (Page 2) The NonProfit Times - September 15, 2008 - Contents (Page 3) The NonProfit Times - September 15, 2008 - Contents (Page 4) The NonProfit Times - September 15, 2008 - Contents (Page 5) The NonProfit Times - September 15, 2008 - Contents (Page 6) The NonProfit Times - September 15, 2008 - Contents (Page 7) The NonProfit Times - September 15, 2008 - Contents (Page 8) The NonProfit Times - September 15, 2008 - Protected From Whom? (Page 9) The NonProfit Times - September 15, 2008 - Information Sharing (Page 10) The NonProfit Times - September 15, 2008 - Donors Want More (Page 11) The NonProfit Times - September 15, 2008 - Briefs (Page 12) The NonProfit Times - September 15, 2008 - Diversity Recruitment (Page 13) The NonProfit Times - September 15, 2008 - Calendar (Page 14) The NonProfit Times - September 15, 2008 - Calendar (Page 15) The NonProfit Times - September 15, 2008 - Catholic Fundraising Guide (Page 16) The NonProfit Times - September 15, 2008 - Catholic Fundraising Guide (Page 17) The NonProfit Times - September 15, 2008 - Catholic Fundraising Guide (Page 18) The NonProfit Times - September 15, 2008 - NPT Jobs (Page 19) The NonProfit Times - September 15, 2008 - Resource Directory (Page 20) The NonProfit Times - September 15, 2008 - Resource Directory (Page 21) The NonProfit Times - September 15, 2008 - Resource Directory (Page 22) The NonProfit Times - September 15, 2008 - Resource Directory (Page 23) The NonProfit Times - September 15, 2008 - Resource Directory (Page 24)
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