Open Enrollment | Subscribe to NonProfit PRO HERE
Connect
Follow us on
Advertisement
 

The Great Schlep

Who says alienating whole segments of the giving public is always a bad thing?

March 2009 By Sarah Durham
Get the Flash Player to see this rotator.
 

For fundraisers, 2008 was a year of change and challenge. Plummeting endowments, budget cuts and other lows added pressure to bring in new money while spending even less than before.

At the same time, a new era of fundraising was born online. Widgets and badges and videos (oh, my!) hit our sector big time — and even the smallest and most old-school organizations had to admit that it was time to wake up and smell the coffee brewing online.

There were many sites built that use these new tools. Perhaps one of the most notable of the successful sites is www.thegreatschlep.com. Featuring a saucy video by comedian Sarah Silverman, this site launched during the pre-election run-up to inspire young Jews to make “the great schlep” to Florida to persuade their grandparents to vote for Barack Obama. Considering that Obama won Florida’s electoral votes by less than a 2 percent margin, it’s easy to imagine how the hundreds of people who made the great schlep played an important role in winning this battleground state for him.

If you’re not familiar with Silverman, it’s probably because you don’t fit into her demographic: Her Comedy Central series, “The Sarah Silverman Program,” and potty-mouthed comedy typically appeal to 20-somethings,
or those with a high threshold for off-color language and inappropriate topics. Silverman’s video for The Great Schlep takes on just about every taboo you can imagine, including racism, anti-Semitism and even prostitution.

The video, which is the cornerstone of www.thegreatschlep.com, went viral so fast it was dizzying — and within a day, there wasn’t a Jew, millennial or fan of crass comedy that hadn’t seen it.

Like a matryoshka nested doll, The Great Schlep is a project within a project: The Jewish Council for Education & Research (a partisan PAC founded in 2008) created JewsVote.org to get out the Jewish vote, which then created The Great Schlep specifically to get young Jews to take action.

Targeted sites
While I’m not a fan of sub-branding or microsites just for fun, these folks understood that the audiences for these projects were motivated by different things, and they built campaigns and Web sites that spoke directly to their unique points of view.

 

Companies Mentioned:

SPONSORED CONTENT

MORE ON E-PHILANTHROPY/WEB-BASED >>

FROM THE BOOKSTORE

Written by Millennials about Millennials, Cause for Change: Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within Cause for Change: The Why and How of Nonprofit Millennial Engagement

Written by Millennials about Millennials, Cause for Change:
Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within...

ORDER NOW

Reading The Ultimate  Insider’s Guide to Winning Foundation Grants is like peeking at someone’s  secret diary or personal email.  You feel  guilty.  This is privileged information.
Only in this case Martin Teitel WANTS to reveal everything  to you. A
 long-time foundation CEO, he’s fed up with the smoke and mirrors of  
grant seeking. Ultimate Insider's Guide to Winning Foundation Grants

Reading The Ultimate Insider’s Guide to Winning Foundation Grants is like peeking at someone’s secret diary or personal email. You feel guilty. This is privileged information. Only in this case Martin Teitel WANTS to reveal everything to you. A long-time foundation CEO, he’s fed up with the smoke and mirrors of...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: