Global Media Outreach Campaign Theme and Narrative

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GMO's campaign ideas for end of year fundraising.

Scott Gilman 2

Hi Michelle.

A few comments about the GMO campaign theme and narrative.

There were a few things here I really liked. First, the theme of "Shine a Light" really works for the subject matter you'll be dealing with. When you take into account its resonance to the season and the holidays, it's an even better fit.

Speaking of, I also really like the acknowledgment and recognition of the reality of the holiday season: that even though for many it's a happy, joyous time, for plenty of others it's a very difficult time, one in which they need a variety of kinds of assistance and help. I think if there's a common thread between the campaigns we're seeing in the Booster Shot program, it's how donors and supporters can help others (and the organization) make the holiday time better for others, how to let other people share in the warmth and glow of the holidays (warmth and glow can also tie in nicely with the "Shine a Light" theme).

Another positive is the real-life stories of individuals. Religion, by its nature, can be a tricky subject to communicate about in words. Showing how individuals have been positively influenced and helped by GMO is critical to conveying your message. That is handled pretty well here and I'd encourage you to continue to emphasize those stories.

The one area I'd recommend taking a deeper look at is the impact and need for donations. You do mention goals of reaching out to more than 15 million people and also being a resource for the 2 million conducting searches for spiritual terms. (Those numbers can be intimidating -- so make sure you balance them with the stories of individuals).

But I want to learn more about and hear about is how a donation will be used: what is the work of an online missionary? What kind of services or help or programs does someone get through GMO -- videos, audio files of teachings, inspirational texts, chat rooms/message boards to communicate with others? All of the above or some combination? I think donors and potential donors would like to hear more about the work of online missionaries; doing so would both explain the need and help drive donations, and also serve to educate donors/supporters of GMO's work. In essence, I'd like to get a more robust picture of GMO's outreach efforts online, not necessarily tied to expenses (that would probably be too much detail) but at least a mention of all the various tools you'll be employing to reach out to people.

So I think you're definitely on the right track in terms of explaining the campaign. I think the last piece is making the pitch -- and tying it to the overall campaign -- in a concise and powerful way.

Scott