A mail from charity:water popped into the inbox this morning.
They are pretty much the poster child of nfp marketing so we do tend to pay attention to what they are up to.
This particular mail announced launched some charity:water gifts for Christmas. The gifting thing is a staple of many nfp marketers but this example has a couple of things that caught our eye.
Firstly, the gifts themselves are actually attractive things that one might consider buying.
Choice is kept to a manageable minimum. There's only 3 things to buy. Easy.
Check them; a JamBox ghetto blaster type of thing, a nice scented candle set and a stylish water decanter.
But also charity:water inform us that 'Profits [from the sale of the gifts] support our staff, help us grow and allow us to continue working to solve the water crisis'.
And we can see exactly how much $ of the ticket price the charity will receive.
With a nudge, natch, towards the middle choice, the candle, which sells for $28 with $18 going to charity:water.
Supporters know that 100% of all 'regular' donations go directly to their projects.
This is part of the charity's core proposition.
Whereas this gifting activity initiative is directly and transparently aimed a raising money for operational costs.
This supports their overall strategy of total transparency.
In effect they are segmenting the action of giving on behalf of the donor.
By chunking the 'kind' of donation even regular donors may give twice.
This is very smart.