Unless you’ve been living under a rock for the past couple of weeks, you’re aware of the ALS Ice Bucket Challenge. The campaign created, literally, a big splash, not only in non-profit fundraising but in the marketing world too.
The reactions have been mostly positive, but as always there are a few naysayers with several negative comments about this campaign such as:
So, as a marketer, here’s my response.
For a moment, let’s forget about the great ’cause’ behind this campaign, and look at it from the point of view solely of marketing ROI.
If we consider that a donation is basically a ‘conversion’, the success rate is staggering. Compared to last year’s campaign, which raised under $2 million, this year’s raised over $30 million. Most of the people I know donated cash and took the challenge.
Beyond just conversion, there is a bigger factor – awareness. Truth be told, I’d never heard of ALS before this campaign. So we can safely assume that even those who didn’t donate Googled ALS. That’s not a small win. They also contributed to the viral spread of the campaign by challenging three more people.
So, again from a marketing point of view, I have yet to see such a successful campaign for non-profit fundraising. It’s fun and challenging (but not too tough), with an built-in contagious (and fun!) factor.
[Check out the good folks at GetIT Comms/B2Bento taking the Ice Bucket Challenge (and yes, we donated too)!]
Now, taking OFF my marketers hat: