-----------------------------
An Airplane Magazine, Through Non-Profit Eyes: Part 4 of 5: Linus Karlsson & Paul Malmstrom
I rarely read the airlines' magazines when flying because I'm generally doing one of the following: reading something I brought along for the flight, sleeping, or working on my computer. For some reason (even though I had the capability of doing any of these preferred activities), the July 2010 issue of Delta's Sky magazine caught my eye on a recent Baltimore-NYC-Boston trip. Well, not just "some reason," but the fact that the cover story was entitled The Mad, Mad World of Advertising. The magazine tied interviews with leading advertising professionals in with an article about the hit show, Mad Men.
I found some great material from those interviewed in the magazine and bring you the following quotes, Through Non-Profit Eyes. The direct quotes are from Sky.
-----------------------------
Linus Karlsson & Paul Malmstrom (@motherNY, but with only one tweet!), Co-founders and executive creative directors, Mother New York
Sky: The art director (Malmstrom) and copywriter (Karlsson) team known as "The Swedes" (they met in school in Sweden) are co-creative directors of Mother New York, which they launched in 2003 as an offshoot of Mother in London. They've hatched campaigns for the likes of Target, the NBA and Dell.
More Donors Blog: The firm was awarded the Creative Agency of the Year award by AdAge earlier this year. Malmstrom & Karlsson were also listed in the Creativity 50 by AdAge & Creativity.
Some of the firm's work:
The Swedes: (speaking on changes impacting the advertising industry) ...You'll find something more meaningful going on - the corresponding swing of the brand-building pendulum from persuasion to the influence of trusted sources, as seen, for example, in the proliferation of social media. Again, if you seek to drive change, it's essential to grasp not only the "whats," but also the "hows" and "whys" of new media.
MD: This is a topic you likely have thought of if you're taking the time to read this post, but th"hows" and "whys" - and I would add the "whos" - of new media are critical to advanced non-profit communications. Along those lines:
- How does social media fit into your overall message and communications plan?
- How does your NPO's work impact the people on
? - Why would someone want to follow you on Twitter? Do you provide something useful to the conversation?
- Who among your followers, fans, donors, supporters, volunteers, etc. have the greatest influence on others? ...And will they speak on your behalf?.
TS: ...Finally, I think the wise agency realizes that the phrase "creative talent" encompasses left-brain, analytical thinking, too. This is especially true in today's incredibly interactive marketing world, where consumers tell us so much about their preferences, lives and actions - if we know where to look and how to listen.
MD: Do you have this talent on your team? If you need to know about your constituents preferences for giving, how you impact their lives, and what actions they take to support other NPOs, where do you look?
- Analyze your data to see patterns in giving in terms of timing (time of year/month/day), frequency (annual/monthly/quarterly/etc.), channel (mail/phone/web/email/social-media) and amount. Look at the same for event attendance and volunteering.
- Plan future appeals accordingly - asking for the right amount at the right time via the right channel. Save your NPO resources and respect your constituents by not inundating them with mail appeals when they have only responded to email in the past.*
- * That being said... I'm a strong believer in campaigns in one channel helping fuel the success of campaigns in another. For example, the success of your year-end email appeal may be due in part to the case you made for support in your newsletter. Pay attention to results and analytics and adjust your strategy accordingly.
photos courtesy of Creativity & Sky
No comments:
Post a Comment