Can you get people excited about a boring topic? If you can, you're a fundraiser. If you can't, now's a great time to learn.
At the Brand Autopsy blog, there's a great exercise: Word of Mouth for Boring Products. The assignment is to create a word-of-mouth campaign for gauze pads. That's right -- make gauze pads so interesting, people will talk about them.
Here's the exercise:
- Create a company that thinks different about the Gauze Pads product category.
- Give the company a name and design its breakthrough Gauze Pad product.
- Compellingly define what makes your Gauze Pads different from any other competing product in its category.
- Develop a basic marketing campaign that will introduce these remarkable Gauze Pads so that consumers will remark about them to all their friends and family.
- Be prudent. Your marketing budget is practically non-existent. You are a start-up after all.
Give it a try. If you prefer, make it into a fundraising offer, rather than a commercial product. (Frankly, if you've been in fundraising for more than a few months, you've tackled assignments at least this tough.)
Just a couple of thoughts:
- If you think it's boring, your marketing will be boring.
- Ask "why" five times. That's how you can get to the emotional core of why this "boring" topic is actually full of pathos and passion.
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