Blog - Page 46 of 58 - Bob Cargill

16Dec 2005 by Bob Cargill

I Believe in “Life After the 30-Second Spot”

Advertising, Branding, Direct Marketing, Marketing

I haven’t finished reading it yet, but I’m enjoying Joseph Jaffe’s “Life After the 30-Second Spot” so much that I can’t wait any longer to post about it. After all, I don’t have to read every single page to know I’m reading one of the year’s most important books on advertising and marketing. It’s that good. I may not be able to contain myself about this book, but my giddiness is nothing compared to the author’s, who said last month in his blog, Jaffe Juice, that he would issue free copies of it to any “business/marketing/advertising-related blogger” who would agree to review it, in a bold, enthusiastic attempt to prove “that new marketing works” and “that the blogosphere is profoundly good, powerful, effective and constructive.” Joe believes that alternative media…

13Dec 2005 by Bob Cargill

Salvation Army’s Red Kettle Campaign Goes Online

Direct Marketing, Fundraising, Marketing

In yet another sign of the new marketing times, the Salvation Army is making it possible for anyone who wants to ring a bell in front of one of its traditional red kettles during the Christmas season to do almost the same thing online. Businesses, groups and individuals are invited to create their own personal red kettle page – following the simple instructions found here. The kettles have been a Salvation Army mainstay since 1891, but apparently last year was the first time that volunteers didn’t have to stand alone outdoors and endure the cold, winter weather in front of a mall to host one. “The online campaign is based on the success of a western-state pilot program last year,” wrote Donna Goodison in the Boston Herald recently (November 24,…

09Dec 2005 by Bob Cargill

The Word of Mouth Marketing Association Talks Up Its New Site

Marketing

Practicing what it preaches, The Word of Mouth Marketing Association (WOMMA) recently spread the word that it's launched the very first Web site devoted to teaching marketers how to use ethical word of mouth marketing techniques. Entitled Word of Mouth Basic Training (WOMBAT), the site features original content in a new blog, podcast series and companion newsletter. All of it can be found here. WOMBAT showcases practical how-to’s and case studies from noted industry experts. In its first week, Ketchum’s Paul Rand and Intelliseek’s Pete Blackshaw shared tips and advice on word of mouth issues while author Jackie Huba inaugurated the site’s podcast series. Other top professionals, famous authors, respected analysts and leading academics have pledged content that will be forthcoming on a weekly basis. “WOMBAT is the definitive resource…

05Dec 2005 by Bob Cargill

Children’s Hospital Boston’s “26 Steps” is a Giant Leap in Family Philanthropy

Boston Marathon, Cause-Related Marketing, Direct Marketing, Fundraising, Marketing

Many nonprofit organizations are concerned about winning over the hearts of a new, younger generation of donors and instilling in them a sense of altruism and benevolence that will last a lifetime. But not all of these organizations are doing what Children's Hospital Boston is doing, going to great lengths to help parents introduce their children to the joy of giving and the satisfaction of making a difference with a brilliant, new family philanthropy program called 26 Steps. Named in memory of Katie Lynch, a lifelong Children's patient who undertook an enormous physical challenge - walking 26 feet at the 2001 Boston Marathon - to raise money for the hospital she loved, 26 Steps promises to provide tools for the next generation of philanthropists, helping young people develop habits of…

28Nov 2005 by Bob Cargill

Labels — They’re Not Just for Nonprofits Anymore

Advertising, Direct Marketing, Fundraising, Marketing

Direct mail marketers rely on a host of techniques to get people to open, read and respond to their communications, but perhaps no other as obvious – and effective – as the practice of giving away something for nothing. Indeed, whether it’s actually included in the mail piece or promised on the back end, a so-called premium – such as a free decal or t-shirt – more often than not improves response and pays for itself. This is no secret to direct response fundraisers, of course. In fact, most studies suggest that more than half of all direct mail solicitations sent by nonprofit organizations make use of premiums in some way, shape or form. A premium helps an organization command the attention of constituents who might otherwise not give it…

21Nov 2005 by Bob Cargill

Michael Gilbert on Nonprofits and Weblogs

Blogging, Fundraising, Marketing

In a brilliant, new article on Nonprofits and Weblogs appearing recently in Nonprofit Online News, Michael Gilbert covers the gamut, from how long he’s been blogging (“longer than anyone else online except for Dave Winer…”), to the cost of publishing his own blog (“90% of the ongoing cost of publishing this blog is my own cost of staying informed and reflecting on what I learn…”), to what motivates him to blog (“it’s the sense of connection that keeps me motivated…”), to much, much more. About nonprofit blogging specifically, Gilbert writes: “In my communication workshops, I still find that nearly every nonprofit organization is rather afraid of the idea of blogging. It's threatening to them to have their staff blogging, it's too much work to have their leaders blogging, and it…

16Nov 2005 by Bob Cargill

Nonprofit Technology Advice from Deborah Elizabeth Finn

Direct Marketing, Fundraising

Boston-based Deborah Elizabeth Finn, nonprofit technology consultant and self-proclaimed cyber-yenta, says there are “Ten Things (Just Ten!) That Every Nonprofit Executive Needs to Know About Information Technology” -- and she tells you what they are on her blog. It’s a thoughtful, comprehensive list, one that would probably be just as invaluable to a number of commercial enterprises as well. On her blog, Technology for the Nonprofit and Philanthropic Sector, Finn takes the time to elaborate on each of her points, so after you’ve scanned the list below, make sure to read the full article. “Ten Things (Just Ten!) That Every Nonprofit Executive Needs to Know About Information Technology” by Deborah Elizabeth Finn 1. Very little technical knowledge is required in order for nonprofit CEOs to participate actively in strategic IT…

10Nov 2005 by Bob Cargill

Grey Direct’s Lawrence Kimmel Rallies Direct Marketers

Advertising, Direct Marketing, Marketing

Kudos to Lawrence M. Kimmel, chairman and CEO of Grey Direct, for speaking his mind and rallying the direct marketing troops to stand up and be counted – post haste. “I’m frustrated,” writes Kimmel in the November 7 edition of DM News. “As direct marketers, this is our moment to shine. The world of advertising is in radical transformation. The pillars of the ad business -- 30-second commercials, radio advertising, magazines, newspapers and even direct mail -- are losing their effectiveness. Viewership, readership and response rates are declining while costs continue to rise. Consumers are rejecting conventional intrusion advertising en mass and gravitating to inclusion advertising: keyword search, e-mail marketing, targeted online communications. Marketers are demanding greater accountability and better ROI.” “Yet it doesn't seem as if direct marketers are…

07Nov 2005 by Bob Cargill

The Virtual Handshake

Blogging, Marketing, Public Relations

As an inveterate blogger (43,000 words and counting), I'm asked all the time why I blog and what I get out of it. For me, the reasons are countless, not the least of which it’s an easy, natural way for me to share my knowledge and experience as a direct marketer and to develop new, mutually-beneficial relationships in the online arena. Yes, a blog is as much a powerful, self-publishing platform as it is a valuable virtual networking tool. It’s just one of many new forms of “social software” (e.g., LinkedIn, Meetup, MySpace, Ryze, etc.) that have emerged in the new millennium and – like it or not – promise to change the way you conduct business forever. With that said, it would be in any business professional’s best interests…