The NonProfit Times - November 15, 2008 - (Page 6) ECHO AWARDS Continued from page 4 In Germany, anti-aging is a big deal. But in Africa, it’s all about the opposite because children die long before they grow old. That’s why the group launched the virtual pro-aging cosmetics series by UNICEF. Products like drinking water or mosquito nets were promoted in a cosmetics campaign. ProAging Products by UNICEF were promoted in print, poster, online and a guerrilla promotion. Between December 2007 and May 2008, 1.6 million Euros was donated at a cost of less than $50,000 to roll out. Watch: http://awards.serviceplan-hamburg.de/proaging/en/award Competition for new students is tough because the unemployment rate is at a historic low and there’s a steady decline in graduates and increase in a category known as “school leavers.” The campaign’s target was young people 16 to 19, digital natives who have never known a world without the Internet, mobile phones or PlayStations. The idea was to start a dialogue with potential applicants who still have a few years before enrolling in the university. A platform was built within the Bebo social network. Called “The Great Social Experiment,” the idea was to uncover what makes students at UoW so happy. TGSE was staged on Bebo as a real experiment, led by a “visiting professor of well-being.” He posed challenges to seven students to record their life and share online their reasons why the UoW is a cool place. They uploaded videos performing the challenges. The winner was to receive $3,000 in Air New Zealand vouchers. The profile attracted 40,000 New Zealand unique page views, almost three times more than the total UoW student population. More than 3,000 friends and prospects blogged about it and completed a quiz, a conversion rate of 10 percent. Of this database, 30 percent are “hot” prospects intending to study during 2008 and 47 were “warm,” considering study in a few years. Thus, 77 percent of the new database is potential students. The quiz attracted prospective students from more than 500 schools, representing nearly total coverage. Watch: www.publicisdigital.co.nz/_clients/waikato/bebo/bebolive.html Category: Consumer Client: Oxfam New Zealand -- Auckland, New Zealand Agency: TEQUILA -- Auckland, New Zealand Campaign: Unwrapped Oxfam “Unwrapped” is a fundraising campaign The seed email cost just $883 and had a 9.5 percent open rate. There were 35,000 visits to the Web site and it gained 6,733 donors (12 percent more than target) and raised $505,000 – 16 percent more than goal. The free public relations exposure was valued at $132,000 and the program was picked up by Oxfam worldwide. BRONZE Category: Consumer Client: KCSM-TV -- San Mateo, CA Agency: Goodman Marketing Partners Inc. -San Rafael, CA Campaign: Steve Part Deux An independent public broadcasting station, KCSM launched a direct mail campaign that introduced “Steve” -- a caricature of KCSM’s real programming director. The program targeted people who gave at least $30 in membership “dues.” Steve was actually introduced in 2006 as he traveled around the world in search of programming. Since a large majority of responses were by mail, 2007 excluded postcards from the mix and used packages with a business reply envelope. The first renewal was sent 60 days from expire and was followed by three more 60 days apart The response rate was more than 40 percent and the average gift exceeded $120. NPT Category: Consumer Client: University of Waikato -- Hamilton, New Zealand Agency: Publicis Dialog -- Auckland, New Zealand Campaign: The University of Waikato: The Great Social Experiment The idea was for an enrollment application campaign using the social networking community Bebo to reach prospective students. While the university’s brand positioning is fresh, brave and contemporary, the majority of universities tend to portray themselves through heritage and establishment-based messages. with a twist. Donors choose unusual but practical Christmas gifts for their friends, such as farm animals, teacher training or clean water. A card goes to the friend, but the actual gift goes directly to the people in need of those items. The idea was to divert some of the money being spent on gifts to Oxfam, instead of asking for discretionary dollars. The campaign’s total budget was just $11,000. No research was done because of lack of funds. Two core groups were identified, elite professionals (mature families in affluent suburbs) and stylish singles, a mix of young professionals. The size of the audience was fewer than 10,000. Oxfam offered everything from a $4 chicken to a $3,500 coffee plantation (targeted at corporate givers). Oxfam wanted to get 6,000 donors, up from 4,000 in 2005, and increase Web donations from 25 percent to 50 percent. The goal was income of $550,000, up from $350,000, and to extend the unwrapped concept to as many people as possible. The slogan was: “Don’t Buy Crap This Christmas.” An animated online music video about the junk bought at Christmas was emailed to supporters and friendget-friends participants. ENCRYPTION Continued from page 1 “It’s the law, and whether it has teeth behind it or not, there has to be an effort made by nonprofits large and small to try to abide by what the new statute would be,” Schultz said. The Nevada law, which falls under Nevada’s Miscellaneous Trade Regulations and Prohibited Acts, states that personal information cannot be transferred through electronic transmission outside a secure system unless it’s encrypted. Both Nevada and Massachusetts define personal information as: “a natural person’s first name or first initial and last name in combination with any one or more of the following data elements, when the name and data elements are not encrypted: (1) Social Security number, (2) Driver’s license number or identification card number, and (3) Account number,credit card number or debit card number, in combination with any required security code, access code or password that would permit access to the person’s financial account.” The Nevada statute holds organizations financially accountable for security breaches, which could include civil law suits from affected parties. Schultz, who is also the Nevada Association of Nonprofit Organizations (NANO) board chair, said even though the law went into effect October 1, nonprofits leaders haven’t been talking about it and the topic didn’t even make NANO’s last newsletter. But Schultz said the compliance stress should take a backseat to accountability. “I think you should try and put yourself in the situation of the person whose personal information is floating through the waves.” Movement on privacy at the state level ‘‘ We have data swimming around everywhere so we need to start becoming much more careful about how we collect and store and use that data. is a positive, according to some nonprofit leaders.“I’m glad something is happening on the state level and I think it’s really critical for the nonprofit sector because we are about data now all the time,” said Holly Ross, executive director at NTEN in Portland, Ore. Ross explained that nonprofits are becoming more technology savvy, and need the data security to match.“We have data swimming around everywhere so we need to start becoming much more careful about how we collect and store and use that data.” Organizations shouldn’t breathe a sigh of relief just because they live outside Nevada or Massachusetts state limits. Organizations that use credit card information should check if they are in compliance with the Payment Card Industry Data Security Standard (PCI DSS) developed by PCI Security Standards Council (PCI SSC) members – American Express,Discover,JCB,MasterCard and Visa. PCI SSC developed measures intended to mitigate security risks with any business or organizations processing the credit cards from PCI SSC members, which are considered merchants accountable for self-assessment or independent assessment from the payment card branches. “It looks like from these laws that the trend will be moving away from just Web site information into any personally-identifiable information, potentially like addresses and phone numbers. We might all have to start thinking about increasing the security and our Web site whenever we are taking information from our stakeholders.” said Ross. She suggested nonprofits discourage donors from sending credit card information via email. Instead, donors should be directed to Web sites secured with secure socket layer (SSL), which browsers encrypt credit card information to safe sites. Peter Campbell, IT director at Earthjustice in Oakland, Calif., recommended nonprofits invest in a donor management system – even if managers are hesitant about spending the money.“Having all do- nations go through the Web site means they are going directly where they need to go and there is less handling – it’s more efficient in the long run,”said Campbell.“The automation can do things to remove some grunt work that some poor, over worked person in fund development is doing typing credit card numbers from email, and it can secure the whole thing for the donor.” Craig Shapero, senior vice president at McLean,Va.-based Sage Payment Solutions, said some nonprofits might not realize they have compliance issues, but laws can trigger awareness. Vendors with PCI-compliant software have tried to explain the benefits of secure data transmission to nonprofits for years. “Effectively, me saying it’s a good idea is not reason enough maybe to make the transition, but reading that you are actually breaking a commerce law makes it a little bit more real,” said Shapero. Cardholder data protection under PCI compliance includes trashing information such as PIN numbers, card verification codes, and authentication data and protecting cryptographic keys. And while organizations should follow PCI compliance requirements, Shapero believes that “when [a requirement] becomes statutory, it’s that more real.” Mark Levitt, senior director of creative service http://awards.serviceplan-hamburg.de/proaging/en/award http://www.publicisdigital.co.nz/_clients/waikato/bebo/bebolive.html http://www.publicisdigital.co.nz/_clients/waikato/bebo/bebolive.html http://www.nptimes.com
Table of Contents Feed for the Digital Edition of The NonProfit Times - November 15, 2008 The NonProfit Times - November 15, 2008 Talk Can Be Cheap As Well As Profitable Nonprofit Takes Top ECHO Award States Push To Encrypt Personal Data Contents Memorial: Ivan Scheier Dies Technology: Credit Risk Online: Don't Wait Business Briefs Commentary: Will You Survive? Opinion: Asking and Answering Questions Legal: Conflicting Interests Advertiser Index NPT Jobs Resource Directory The NonProfit Times - November 15, 2008 The NonProfit Times - November 15, 2008 - States Push To Encrypt Personal Data (Page 1) The NonProfit Times - November 15, 2008 - States Push To Encrypt Personal Data (Page 2) The NonProfit Times - November 15, 2008 - Contents (Page 3) The NonProfit Times - November 15, 2008 - Contents (Page 4) The NonProfit Times - November 15, 2008 - Contents (Page 5) The NonProfit Times - November 15, 2008 - Contents (Page 6) The NonProfit Times - November 15, 2008 - Contents (Page 7) The NonProfit Times - November 15, 2008 - Contents (Page 8) The NonProfit Times - November 15, 2008 - Memorial: Ivan Scheier Dies (Page 9) The NonProfit Times - November 15, 2008 - Technology: Credit Risk (Page 10) The NonProfit Times - November 15, 2008 - Technology: Credit Risk (Page 11) The NonProfit Times - November 15, 2008 - Business Briefs (Page 12) The NonProfit Times - November 15, 2008 - Business Briefs (Page 13) The NonProfit Times - November 15, 2008 - Commentary: Will You Survive? (Page 14) The NonProfit Times - November 15, 2008 - Opinion: Asking and Answering Questions (Page 15) The NonProfit Times - November 15, 2008 - Legal: Conflicting Interests (Page 16) The NonProfit Times - November 15, 2008 - Legal: Conflicting Interests (Page 17) The NonProfit Times - November 15, 2008 - Legal: Conflicting Interests (Page 18) The NonProfit Times - November 15, 2008 - NPT Jobs (Page 19) The NonProfit Times - November 15, 2008 - Resource Directory (Page 20) The NonProfit Times - November 15, 2008 - Resource Directory (Page 21) The NonProfit Times - November 15, 2008 - Resource Directory (Page 22) The NonProfit Times - November 15, 2008 - Resource Directory (Page 23) The NonProfit Times - November 15, 2008 - Resource Directory (Page 24)
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