This article will give you an idea of a real Direct Marketing Success for a Non-Profit. Let’s examine how First Hug used direct marketing to build awareness of their agency.
Each year in Israel, about 300 babies are abandoned in hospitals throughout the country. A nonprofit organization called Hibuk Rishon (First Hug) is dedicated to providing those babies with the warm human contact they need in the critical first weeks and months of life.
For that reason, to raise the needed dollars to support this, Hibuk Rishon needed to make their case.
To build awareness, First Hug turned to Tel Aviv ad agency BBR Saatchi & Saatchi.
“We were asked to call attention to First Hug activities and raise the level of donations to the organization,” said Yossi Lubaton, CEO of BBR Saatchi & Saatchi. “People were not familiar with the association, let alone its activities. For that reason, they didn’t necessarily feel a connection to the abandoned babies because it’s something that’s beyond them. Hence, that was something they needed to change”
The agency team knew that people feel a stronger connection to things that are tangible to make their case: “Abandoned babies are not just a statistic in some report,” says Lubaton. “They are real and defenseless and in need of people’s help.” To rectify this, they turned to direct marketing to Build Awareness.
Grab Their Attention
The PSA campaign included printing lifelike photos of babies on doormats and then, leaving them at people’s doorsteps. The message read: “Every year hundreds of babies are abandoned in Israel. You can help them.”
As a result, when people opened their front doors in the morning, these doormats grabbed their attention right away.
Likewise, response soared. First Hug got a 162% increase in the number of calls made to their hotline as a direct result of this campaign, . They also received a steady rise in the level of donations made to the agency. Certainly, you can see that this is a real-life story of a direct marketing success for a non-profit
Non-Profits always need to remember to tug at their prospects heartstrings. Be unique. Above all, use compelling photos help make your case.