The Lab; Portnoy Media Group Blog

 

Screen Shot 2014-04-16 at 10.45.30 AM

Over the past few weeks, I created a couple videos in partnership with Pure Charity for their BRAND NEW resources section and it launched today!

Head on over and check out their platform and see the difference they’re making for non-profits around the globe.

Send to Kindle

Portnoy Media Group uses the influence of social networks to expand your organization's voice and tell your story. We connect people with your mission and enable your brand to be shared, discovered, and connected. Work with us as we empower your organization to dramatically extend your online presence and increase donations.

3 Tips for Great Engagement

Screen Shot 2014-04-16 at 10.32.00 AM

Here’s a couple quick ways you can engage your audience and new audiences today.

engage

Like Captain Picard says, “Engage!”

 

Send to Kindle

Saving Eliza

Screen Shot 2014-04-15 at 12.20.26 PM

I love receiving emails like this one from Wendy Wareham.

Dan,

Although we have never met, I have enjoyed your book and your audio sessions.  Your messages help fundraisers to remember to keep working on crafting the stories.
 
I’m sending this along to you because I feel like, even though I have 30 years of fundraising experience, I’ve been “taken to school” by a photographer with a purpose.  I thought you might find this interesting as well.  It’s the clearest case for support I think I’ve ever seen–and an excellent job of storytelling.  And he’s never done fundraising in his life!

If you’re like me, this tugged on the heartstrings with some force. In the time since receiving this email and writing this post, the cause has raised an additional 24K in just 12 hours.

 

So why does this video work so well?

It’s well crafted.
Benjamin Von Wong is not a newcomer to people and cameras. He understands emotion, connection and engagement. The use of slow motion, good music and there’s a place for us as the audience to insert ourselves into this story. The best part is that 80% of this video doesn’t take special equipment. It’s simple not easy.

 

The villain is defined 
I’ve never heard of Sanfilippo Syndrome but in under 3 minutes I know a good overview and how terrible this condition can be.

 

There’s a time limit.
There’s a hard end date. We need money by June 2014 or this doesn’t happen. It allows us to interact with them and function as the hero – and who doesn’t want to be the hero?

 

The solution is spelled out.
This part is different for most medical conditions.
Cures this certain to work are a rarity in medicine, but we have one, we actually have one, and the only thing standing between Eliza and her miracle is money. The trial is lacking funding to remain on schedule, and every moment counts as Eliza approaches the tipping point when her disease will take an irreversible turn for the worst.
Nothing is 100% guaranteed but this feels really good to put my money behind.

 

100% Guilt Free
All of the language is hopeful and encouraging with the appeal. Educated and not heavy handed. We feel the gravity of the situation without being manipulated.

 

Great inspiration and an audacious goal. I love how they’re swinging for the fences for Eliza and it looks like they’re going to get there.

 

Check out Saving Eliza for yourself. 
Send to Kindle

I’ve never understood certain tactics from agencies. They boast and brag about building a brand and continuing customer relationships but it feels like snake oil tactics. Why would you associate your brand with friendly extortion and a negative experience?

dyC3ZUQ

You can tell a better story than this but it takes a little bit of forethought and a decision to not go for cheap gags. Commit to great storytelling and solid branding, build a relationship and increase average donation size and the amount of people connecting to your non-profit.

If I were consulting with this group, here’s where I’d start. These ideas aren’t spending anymore money than they currently are and should have a great impact. Let’s check out a bit about their background.

Mission Statement: 

To provide wish kids with hope through uplifting and rejuvenating experiences refocusing on the joy of life.

To provide lasting support and memories for wish families.

To treat families and associates with dignity and protect their privacy.

To inspire greater community participation in fulfilling Wishing Star’s mission.

To sum up, Wishing Star has been around for 31 years and they have action steps (or what they solve) in their mission statement. This is great news. Clear and concise with no frilly language to confuse us.

Initial Impressions:

  • 6 active chapters of Wishing Star in various cities in the Pacific Northwest.
  • Website is a bit dated but they report back on the wishes they’ve granted.
  • The only social media is a Facebook fan page – might be a good idea to branch out.
  • They have a good stream of events so they can easily tease “what’s next” through the end of the year.
  • Lots of great stories that people can get behind, similar to Batkid. I found this video with 17K+ views and it has a lift bit of production value. They could easily create something on par or better.
  • Lots of room to connect emotions with their cause. Emotions = action.
  • Not a hard sell.

What we know:

We have access to goats, perhaps even baby goats. Who doesn’t like a baby goat?!?! They’ll look amazing on camera. Next up, let’s try a few ideas. Just spitballing and some of these will be bad. Here’s a few I’ve come up with:

  • Whatever we do, we have to make sure it’s scalable. The only way to do that is to create content that is catchy, funny and sharable. Filming this and taking stills to share through your different social media accounts like Facebook, Twitter, Pinterest and Instagram.
  • Can we do a set up at a school and bring the petting zoo to a school or several schools? Perhaps a private nursery school. Have kids interact, including those who have been designated as Wishing Star families. Film the interaction of families and communities collaborating
  • Have the same set up at the local mall. Create a “scream like a goat contest”, film it, and give prizes for the winners.
  • Can we conspire with some well known local celebs to play some practical jokes of ambushing them with goats and film it? Based on photos, they’re doing some of that already.
  • Ditch the goats all together and come up with a better idea.

Potential costs:

Making a video and if it’s good enough to share, you’re going to have to pay for it. But you might be able to convince the local news media to be your media sponsor. Let them put together the piece and then they’ll push it through their social media (plus it’s a great news story, they’ve already got the connections) and you can support it by sharing it on your channels. Of course you’re going to get a copy and put it on your YouTube page. Plus with a partnership like that shows your brand in a positive light, you’ll have all the benefits and none of the work.

Looking at their Facebook page, the goat thing is a big deal. Although it’s not really being seen by their tribe – A few dozen likes and 1 share, not the impact you want for a big push. (The tease for the goat promo received penetration – 195 likes and 110 shares.) I’d recommend spending a couple dollars to advertise on facebook or walk away from it completely and put more of a focus on Pinterest or Instagram.

This event/campaign could be an annual event that’s become a part of their DNA and something they’re known for. It strikes me as odd but I’m probably not their primary or secondary audience. Creating a great experience for them is far more important than making me feel comfortable. This is a reminder I often tell advisory boards – “If the idea/campaign is not created with your demographic in mind, it’s ok for you to hate it.”

 

What would you suggest they do? How can they tell the best story?

Send to Kindle

Get Creativity, Inc for FREE

creativityinc-catmull

Sign up for the Portnoy Media Email today! I’ll be drawing some names at random and sending them a book from Ed Catmull, co-founder of Pixar.

Subscribe to our mailing list

* indicates required


Email Format


Send to Kindle

Storyroad_instagram_erikdeutsch

This week on Story Road Radio we hear from Erik Deutsch.

Getting the word out on your projects can be a tall order in the digital age. What can you do about it? This week, PR Expert Erik Deutsch talks with us about the world of PR and how it’s changing to accommodate content providers.

ExcelPR Group

Erik on Twitter

Send to Kindle

At Sea Events!

Screen Shot 2014-01-29 at 12.34.58 PM

In February, we partnered with Pastor, Author and Songwriter, Justin McRoberts on the debut of At Sea. In the video, Justin shares what At Sea is all about.

Their next event, An Evening With Pixar’s Arik Ehle. Arik as an illustrator for Pixar and has worked on films like Up, The Incredibles and WALL*E – Join them!

.

 

Send to Kindle

A True Friend takes home an ADDY!

ATF_email

Last year I joined the crew at Abandon Films to launch a short film about two guys and the friendship that they shared. It was a big hit and thousands of views later, the consensus was – Bravo!

The film was recently entered in the District 3 American Advertising Awards and came home with a Gold ADDY Award. Way to go guys!

A True Friend on IMDB

Send to Kindle

Story Road Radio – Jason Brubaker

Storyroad_instagram_brubaker

Jason is an artist in Los Angeles and author of ReMIND series (Vol 1&2) and he just recently released “Unnatural Talent: Creating, Printing, and Selling Your Comic in the Digital Age“. He’s had 2 successful campaigns on Kickstarter, one resulting in over 12oK!

In this episode we talk about the process of creativity, the best parts of stories and the brilliance behind his success.

Check out Jason:

Patreon

Twitter

Sithra Website

reMIND website

Send to Kindle

Josh Kaufman | Story Road Radio

joshkaufman_instagram

 

Josh Kaufman is the author of the #1 international bestseller “The Personal MBA: Master the Art of Business,” as well as “The First 20 Hours: How to Learn Anything… Fast!”

Josh’s unique, multidisciplinary approach to business mastery has helped millions of readers around the world learn essential business concepts on their own terms. Josh’s work has been featured in The New York Times, The Wall Street Journal, Fortune, Time, BusinessWeek, Fast Company, and HarvardBusiness.org. The widely-acclaimed Personal MBA manifesto and recommended reading list has been downloaded over 1.28 million times from ChangeThis.com.

Plus, he’s a a guy with a sharp mind and gives us the lowdown about the early days and what got him started.

Connect with Josh on Twitter – @JoshKaufman

PersonalMBA.com

JoshKaufman.net

First20Hours.com

 

Amtrak introduces writers residency – LA Times

Is Netflix’s Deal With Comcast Good for Movie-Loving Customers?

subscribe

 

iusb_760x100.12947188_qw3w

Send to Kindle