A New Marketing Commentator

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, 2005).

“While the Salvation Army has accepted online donations on its own site year-round for the past five years, it saw a 36 percent increase in donations by consumers who ‘clicked on the kettles’ last holiday season,” added Goodison. “Donations averaged $95 – much more than a drop of change in the kettle.”

I’ll say. The Salvation Army’s online red kettle campaign appears to be not just a potential boon for the organization, but also a perfect example of the kind of constituent-driven e-philanthropy that’s catching on quickly among nonprofit organizations and the charitable people who support them.

For an example of what a red kettle fundraising site looks like, click here and please donate to mine. Thanks.

Bob Cargill Direct Marketing, Fundraising, 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 for anyone ready to learn how to do word of mouth marketing the right way,” said WOMMA CEO Andy Sernovitz. “We have the industry’s top experts providing concise, easy to follow how-to lessons.”

In addition to the new WOMBAT site, WOMMA just announced the Word of Mouth Basic Training Conference to be held on January 19-20, 2006, at Disney’s Coronado Springs Resort in Orlando, Florida. More details can be found here.

Bob Cargill 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 independence, kindness and responsibility.

According to the hospital’s Fall 2005 newsletter, “Children learn to love something when parents share their own pleasure in the activity, but many adults who give to charitable organizations don’t explain to their children why they give and how kids can, too.”

Frankly, this is one reason why I’m running the Boston Marathon for Children’s Hospital again. The experience gives me the opportunity to teach my two sons, Scott (9) and Ben (6), how important it is to “give back” as much as possible and to help those who are less fortunate. It may be entertaining for them to watch their father train for and participate in the marathon…but to know that I’m doing it to raise money, not just for my own pleasure, is educational. It’s a dramatic, long-running (no pun intended) lesson in philanthropy.

This is me and my Children’s Hospital Boston patient partner, Hailey, the day before I ran the Boston Marathon last spring.

For more information about 26 Steps (including age-appropriate children’s philanthropy stories, ideas, tips, book lists, games and more), click here.

To “sponsor” my participation in the 2006 Boston Marathon on behalf of Children’s Hospital Boston, go to www.chtrust.org/bostonmarathon; click on “Give Online” underneath “Sponsor a Runner” on the right-hand side of the screen; enter my name and/or my Profile ID (CB0022) in the “Search for a Runner to Sponsor” fields; click on my name (Bob Cargill) under Search Results and donate. It’s easy to do. And I’ll be grateful for your support.

Bob Cargill Cause-Related Marketing, Direct Marketing, Fundraising, Marketing