Recently I’ve been reading a few posts across the search and social blogosphere touching on the issue of philanthropic campaigns within the digital industry. I’m always interested because it’s often about helping a worthy cause through the simplest of methods. If I can help out, why wouldn’t I? (NB. If there were ever any Catholics in my family ancestry, I definitely inherited their guilt. Taoist family guilt maybe?). It’s also often the root of some of the more innovative ideas around.
One post that got me thinking was by Justin Kownacki, entitled People Are Desperate to Care About Something. Is It You?. His remarks centre on humans’ natural inclination to want to help, and how we can cash in on that through strong imagery. He does make a good point: the general populous do want to care, they want to feel that they’ve helped a good cause so why not give them the imagery and the method to do so? It’s a trick that has worked for years – buy this washing up liquid with this very cute child on the front of it. It’s 50p more than your standard choice but 40p of that extra cost will go to charity. It’s no major impact on my shopping bill and it’ll help out those cute kids clearly portrayed on the front of said washing up bottle.
They’re age-old marketing tactics that may be as subtle as a sledge hammer but let’s face it – the brand makes their money, they help out a good cause that wouldn’t otherwise get that help and the consumer gets both the product they want and the smug satisfaction of knowingthey’ve done a good deed that day. Who’s the loser? (more…)