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Managing Editor

Get What You Give

By Joe Boland

About Joe

Joe loves the 5 F's: food, fun, friends, football and fundraising

Joe has been with FundRaising Success since 2008, first as the magazine's copy editor, then senior editor and now managing editor. Prior to joining the magazine, he was a sportswriter for Montgomery Newspapers, covering high school and community sports in suburban Philadelphia. He is a graduate of Penn State University in University Park, Pa. Contact him via e-mail at jboland@napco.com or on Twitter at @JoeBolandFRS.

 

Navigating Off the Napkin

Angie Moore
Omnichannel vs. Multichannel
Sep 30, 2014

Before taking on omnichannel marketing, fundraisers should master multichannel fundraising and effectively measuring it.
...



Connections

Jeff Schreifels
5 Ways to Report Back to Donors on Their Gifts' Impact
Sep 29, 2014

You have no choice other than to report back to donors — not if you want to grow and not...



Outside Counsel

Willis Turner
2 Steps to Getting the Second Gift
Sep 29, 2014

When we know how to reinforce donors' decisions to give and help them maintain the warm feeling of helping, everybody...



Pay It Forward

F. Duke Haddad
Major and Planned Gifts: How to Engage Professionals on Their Own Terms
Sep 26, 2014

Major-gifts and planned-gifts officers constantly seek ways to engage with prospects and donors. Every technique is used on a daily...



Old Dog Fundraising

Pamela Barden
6 Ideas for Dealing With 'Take Me Off Your List' Requests
Sep 25, 2014

How do you handle donor requests to be removed from your list? This may surprise some of you, but, "Duh!...



Ruthlessly Practical Fundraising

Gail Perry
The No. 1 Fundraising Skill Your Board Members Need to Master
Sep 24, 2014

What is the the No. 1 fundraising skill your board members need to master? It's not what you think!...



Bedrocks & Beacons

Jeff Jowdy
Stand Firm for Principles
Sep 24, 2014

When we cave in and take shortcuts, we truly shortchange the project at hand, the mission of our organization, those...



ProSpeak

Who's Up Next?
6-Second Fundraising: How to Charm Online Donors With Digital Storytelling
Sep 23, 2014

Six-second fundraising? I'm not kidding. The new, ultra-short social-media services, Instagram and Vine, are showing how short little videos that...



Outrageous Hope

Margaret Battistelli
Engage P2P: Keeping it Lively Right Up to the End
Sep 9, 2014

If your organization does P2P fundraising — or if you wish it would — I hope you'll join us in...



Donor Trippin'

Nick Allen
Is There an App for Us?
Jul 1, 2014

Got an idea for an app that could connect a charity or nonprofit with its supporters and beneficiaries in an...



Raising the Possibilities

Thaddeus B. Kubis
Recurring Themes: The Case for Integrated Marketing Communications, Part 2
Dec 27, 2013

Recent discussions focus on a myriad of topics, but in the past two months, the recurring targeted topics seem to...



Hump Day Hullabaloo

Jo Sullivan
Hump Day Hullaballoo: Sometimes It's Hell in the Hallway
May 22, 2013

This week, as I transition into my new position as interim executive director at Save the Chimps, we're talking about...



What Does DRTV Fundraising During the Super Bowl Say to Donors?

 
On Sunday, millions of people will gather with their families and friends, ingest ungodly amounts of food and huddle around television sets to take in the Super Bowl, the most watched event every year.

Many of those people will be watching for the sole purpose of checking out the advertising commercials, which always get a ton of notoriety and critiques — and understandably so. Since the Super Bowl is so widely viewed, advertising spots cost literally millions of dollars. And that's why, typically, there are very few fundraising DRTV ads from nonprofits during the big game. As you know, fundraising budgets are tight enough as is — finding the cash to run an ad during the Super Bowl is simply not practical for most organizations.

That doesn't mean, however, that nonprofits have been completely absent in the Super Bowl advertising space. In fact, last year SeaWeb, an international organization dedicated to using the science of communications to fundamentally shift the way people interact with the ocean, ran a 30-second spot, which garnered some attention but curiously was absent of any real call to action. And this year, the Milk Processor Education Program (MilkPEP) (Got milk?), which is committed to increasing fluid milk consumption, will air a 30-second ad of its own, according to Advertising Age.

While I don't have the metrics and results on last year's SeaWeb campaign and cannot predict the outcomes for MilkPEP, I wonder what kind of message it sends to donors when a nonprofit shells out the big bucks to run a Super Bowl ad. Yes, this is an opportunity to reach more people than any fundraiser could hope for, and it certainly puts an organization in front of eyes that may not have been drawn to the organization otherwise. But in an era of accountability and fiscal scrutiny of nonprofits — whether right or wrong — it seems like spending so much money that could be invested into the organization may send the wrong message that an organization is more concerned with brand awareness than with investing in its programs and working toward its mission.

It's certainly an interesting debate, because it very well may be worth it for an organization that can afford it to run a Super Bowl DRTV fundraising ad, both in bringing in donors and dollars. But I can't help but wonder whether or not donors think it's a useful way to spend the funds they send in.

I'd love to hear your thoughts in the comments. What do you think? Has your organization ever run a Super Bowl ad (or an extremely expensive ad)? If so, was it worth it? Good results? Let us know!

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