Posts tagged ‘CollegeHumor’

February 7, 2014

Humor to Raise Money? Learn a Lesson from the Super Bowl

I enjoyed Super Bowl XLVIII. For starters, my Philadelphia Eagles did not lose! Ok, they weren’t in the game, but still…

The game itself was fun in its own bizarre, lopsided way as the Seattle Seahawks crushed the Denver Broncos by a score of 43 to 8. The Bruno Mars part of the Half-Time Show was entertaining, though the Red Hot Chili Peppers portion was inappropriate for a family audience.

I also enjoyed the amusing Super Bowl commercials. Debuting funny, quirky, sometimes sentimental ads during the Super Bowl has become an advertising tradition. My wife actually enjoys the commercials more than the game, a lot more.

Clearly, the advertising profession believes in the effectiveness of using humor in television commercials.

So, I took notice several days ago when John Ladd, Development and Planned Giving Coordinator at Carolina Friends School, started a discussion in the Smart Planned Giving Marketing Group on LinkedIn:

Humor in planned giving marketing? Have you seen a good example or used humor, or at least a light touch, in marketing planned giving?”

While the fundraising profession is not well known for having a raucous sense of humor, it’s not a profession that’s devoid of humor. Just as humor can help the for-profit sector sell goods and services, nonprofit organizations can leverage humor to inspire support. Indeed, some charities use humor to great effect, for general fundraising as well as planned giving.

You Can Use Your Stock to Make More Than Soup!

You Can Use Your Stock to Make More Than Soup!

In my book, Donor-Centered Planned Gift Marketing, I share a story from Rebecca Rothey, CFRE, when she was Director of Planned and Principal Gifts at Catholic Charities of Baltimore (she’s now Director of Major and Planned Giving at the Baltimore Community Foundation). Rebecca used humor quite successfully when branding her planned giving program.

Rebecca wanted to use humor to cut through the clutter and grab attention. She also wanted to ease the stress that people feel when considering their own death, stress that often keeps them from considering planned gifts. She came up with an idea she thought would work for her target market: older, traditional women.

The idea was “Rebecca’s Recipes for Planned Gifts.” In ads and postcards, Rebecca dressed as a 1950s homemaker engaged in various cooking/baking activities. The headlines included:

• You don’t have to be upper crust to have a trust.

• You don’t have to be rolling in dough to make a gift that will last forever.

• You can have your cake and eat it too—you can make a gift and receive payments for life.

• You can count your chickens before they hatch—you can make a gift and count on receiving payments for life.

• Don’t let taxes knock the stuffing out of your IRA.

• You can use your stock to make more than soup, you can use it to make a charitable gift.

• Too much on your plate to plan your estate?

While Rebecca thought she had a good idea, she first tested it before rolling out with it. Rebecca carefully tracked the statistical results as well as the feedback she received. Her methodical, appropriate use of humor worked, and she closed gifts as a result.

Rebecca’s use of humor also had an unexpected benefit. It engaged senior management. It got them joking about and more comfortable with the planned giving program. The use of humor also made Rebecca more approachable by staff.

While she certainly believes in the creative use of humor in the fundraising process, Rebecca still respects the serious side of planned giving:

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