Here's a fun unauthorized commercial for Trader Joe's. It's cool, catchy, and filmed on a cell phone.
(Watch it at YouTube.)
Most people would say this is a superb piece of marketing for Trader Joe's; it's memorable, endearing, and communicates the spirit of the place. Most people would also agree that no ad agency or marketing department would ever create it.
Why? Because among all the happy stuff, it includes complaints about some of the annoying things about Trader Joe's. I'm pretty sure the Trader Joe's messaging guidelines don't include complaints about the parking lots or the stuff you want that's not in stock.
But that's precisely why this is such a great video.
It's not marketing. It's relationship.
Relationships are multi-dimensional. They include positives and negatives. In a good relationship, the positives outweigh the negatives.
The only places where no negatives exist are the fake worlds of advertising, marketing, and branding.
And nobody believes them any more.
I'm not sure this all leads us toward creating fundraising messages that include a copy point about the downside of supporting our organization. But it might tell us not to be afraid of what donors and supporters say about us in public, even if they complain.
See Logic+Emotion, The Best Little Ad Trader Joe's Never Made for more on the video.