PayPal Research Shows Strength of Community Trumps Popularity

We live in strange times in which an online following is considered the mark of success. This era of weblebrity seems caustic at times with companies, nonprofits and individuals chasing personal brands for their time. Yet, as we dig deeper we see that real influence online does not necessarily tether itself to the most well known, rather the most engaged. Some research released today, The Effectiveness of Celebrity Spokespeople in Social Fundraisers, conducted on case studies within the PayPal network validates this truth. The paper, my final as a Zoetican and co-authored with Henry T. Dunbar, concludes that online celebrity fundraising efforts are hit and miss. Further some of the biggest names get outpaced by lesser known web-based personalities or […]

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The Super Hero Myth

We like to believe that one person can save the world, win a project, and deliver the lights out performance that will change everything. No culture believes in super heroes quite like America does, and that includes our marketing. Just consider the strong man image of the Marlboro Man. Heck, even the Old Spice guy is a play off this dream of one super hero. The post-mortem deification of Steve Jobs over the past 10 days can be considered in this light. We know more than one person created all of these Apple products, software, marketing, store and web materials. When it comes to creative we see the same phenomena. David Ogilvy is considered a God amongst advertisers. Many people […]

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Applying Social Storytelling to Strategic Online Fundraising

This is a preview of tomorrow’s Millennial Donors Summit presentation on “Connecting with Social Media” at 11:30. There is still time to register for the telesummit! Join us! The fundamental skill of social is applying traditional relationship development savoir faire in the media. Meaning, the tools are the tools, but the actual interaction between people should be the focus for those seeking to cultivate donors. Your communication must convey a compelling story and a means for the donor to participate. From this year’s Millennial Donors report: “Like last year, millennials said they gave most often as a result of personal, traditional giving requests, with popular technologies such as online and email giving coming in at lower percentages. However, the respondents […]

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