Ben Stiller and Stiller Foundation launched a video 2 weeks back about an organization involving Jennifer Aniston and the idea of her being naked. This video preys on the natural behavior on the web (that many people want to see her naked) and give it the old Bait and Switch (because she’s not going to be naked) I’m sure this results in some serious clicks.
Sadly, clicks are not the name of the game when it comes to donor development and brand champions. This video is a great grab for acquisition to a whole bunch of people that probably don’t get asked to help kids in Haiti. (Which is fantastic!) Here’s a breakdown on the video launch.
What he did that was great:
Splash – Using the star power super effectively, Stiller uses his and that of Anistons for fun and with purpose. I applaud Stiller for the brash nature of what he’s doing. The status quo is not getting it done in Haiti so bucking the system is a great start.
A Talkable Video – It’s highly sharable and because of the nature of the video saw exposure on morning talk shows and lots of blog posts. So many nonprofits just communicate facts and forget that they’re crafting a narrative around their brand. Stiller knows this and doesn’t forget.
What could’ve been better:
Nonprofit Youtube Channel – There’s great use of title cards at the end. They show where you can connect to the Stiller Foundation but it would’ve been super hot to allow users to just click the annotations in the video. I’ve written about Annotations inside YouTube videos before (Thanks again for talking about it Weber Shandwick, call me!) and they put a potential donor really close to engagement in your campaigns. Any 501(c)3 can apply for one at google.com/nonprofits
What’s Next? – The question that is always asked. If I do decide to visit the site, the call to action is to support the foundation financially, also a bold move, but it looks like that’s it. There’s connection if I want to click to facebook or twitter (also good) but what about a call to join the email list? Is there an email list?? I couldn’t find one easily. What if in that email was a system of 2-4 auto-responders that explained why Ben felt so strongly to spend his money, effort and energy in this idea. That’s a great story and you’d have me hooked and I’d guess a lot more people too.
Interesting to note:
Impact – With nearly 2 Million followers on Twitter I’d expect a 2 week old video to have more impressions (call me picky). It’s a great video (for reasons mentioned above) but it tells me that the impact for cause related media is not why many of his followers are there. I’d be thinking through how to convert them from observers to participants.
PS. My favorite role of Stiller has to be Tony Perkis in Heavyweights.
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.
A prequel to the Ocean’s franchise – Michael Jr shows what it looks like before Danny Ocean was involved.
As a continuation in his series of cinematic shorts like Blackberry, “O1″ takes it to the next level of funny.
Portnoy Media produced the video, coordinated the shoot and brought in top notch talent to make it possible.
We’re pleased to continue our partnership with Michael Jr. Check out his site here
This week it’s for the LULZ!! Join Tiffany as she catches up with Bay Area three piece, Lady Danville. They talk about touring, being high maintenance and solidarity. The episode includes the track “Kids” an MGMT cover – download it today!
Hussah!! This week we’re pushing the headline of “Local Guy Made Good” and that’s the story with Andy Grammer. You’ve probably heard his song on the radio and this week Tiffany catches up with Andy and talk about his upcoming release (6/14), high school life and songs for his mom. The episode includes the track “Keep Your Head Up” – download it today!
Make sure you’re balancing your information vegetables with information dessert
As web companies strive to tailor their services (including news and search results) to our personal tastes, there’s a dangerous unintended consequence: We get trapped in a “filter bubble” and don’t get exposed to information that could challenge or broaden our worldview. Eli Pariser argues powerfully that this will ultimately prove to be bad for us and bad for democracy.
Read our community Q&A with Eli (featuring 10 ways to turn off the filter bubble):Â http://on.ted.com/PariserQA
In a few hours I’m sharing the stage with Mark Horvath (@Hardlynormal) to talk with homeless service agencies in attendance about how new/social media tools are at their disposal for greater connectivity, greater awareness and greater fundraising.
Mark has had HUGE success in rallying support to his cause of InvisiblePeople.tv It’s raw, real and unedited. His mode of using social media with shock and awe is well suited to his personality and you can’t argue the results he gets with over 50,000 views a month on his YouTube channel.
As Mark and I started talking about what to share with our group this morning it was interesting to hear him talk about entry points into social media for these agencies. Because Mark understands the principles of communication in this new mode, he knows that how he uses the medium and interacts with so many on a daily basis won’t work with the same kind of success for a 100 year old shelter in Kansas City, MO.
For Example: One of my favorite videos from Mark
This video is as raw as it gets. Barry talks frankly about what he’s living in, what his life is about and his hope for the future. His life hits me like a truck. Living in tunnels under Las Vegas, Barry’s struggles are so much more urgent than anything I have happening in my life.
This video is a small part in the narrative that InvisiblePeople.tv and Mark are telling. Mark’s a crusader and gives glimpses into the vast spectrum of lives that are intersecting with homelessness. Families in cheap hotels, women couch surfing, a man living in Central Park. Their stories make up the multiple faces of homelessness and Mark is campaigning for change. His tactics blitzkreig our lives, slap us around and ask if we’re going to let it continue. The drum that he’s been banging has attracted the attention of Google, USA Today, The Los Angeles Times and dozens of news outlets.
He’s had success but if you did the exact same thing, there would be some ripples and in the end you’d be referred to as, “Oh, you’re doing things just like InvisiblePeople.tv!”
What can we learn?
- Mark’s style fits his organization and personality – find yours and tell your story.
- There was a need and Mark got started helping – he “shipped it“. There have been adjustments and refinements along the way to make sure that he’s connecting. Even to the point of starting WeAreVisible.com because his tribe told him that was needed.
- This didn’t exist 3 years ago – a new market/community around an idea.
- A great example of acquisition – he can go to this community for help/resources. The housing of @LostAwareness by @Skip1 is a great move from the community – Check out the video
In the next post (Part II) I’ll sum up what we talked about in our session at The National Alliance to End Family Homelessness Conference and profile an organization that’s in the digital space that uses the same principles but it looks different. Here’s a hint.
Los Angeles – The Greater Los Angeles Chapter of the Association of Fundraising Professionals held their National Philanthropy Day Awards yesterday at the Beverly Hilton. Â Hosted by Leeza Gibbons, these awards highlighted the best in LA for philanthropy.
National Philanthropy DayÂ® (NPD) is one day set aside each year for the purpose of recognizing the great contribution philanthropy makes to our society and to honor individuals, businesses and support organizations that are active in the philanthropic community.Â NPD was founded by Los Angeles philanthropist and attorney Doug Freeman.Â The first NPD awards luncheon was held in cities across the country in 1986, after President Ronald Reagan proclaimed November 15 as National Philanthropy Day. Award-winning composer Marvin Hamlisch penned the music and lyrics for â€œNow, More Than Ever,â€ the anthem for the event.Â Since then, NPD is celebrated in all fifty states and Canada.Â NPD offers an opportunity to reflect on the meaning of charitable giving and the spirit that makes such generosity possible.
The Association of Fundraising Professionals Greater Los Angeles Chapter (GLAC), a nonprofit organization that provides education and support to promote ethical and effective fundraising practices, will honor the following people and organizations at the National Philanthropy DayÂ® awards luncheon.
OUTSTANDING ACHIEVEMENT BY A NONPROFIT ORGANIZATION
presented by The Jay & Rose Phillips Family Foundation
Will be awarded at the event.
Disability Legal Rights Center
Goodwill Industries of Southern California
Runner Up – The Harmony Project
Mar Vista Family Center
Para Los NiÃ±os
Salvation Army of Southern California
Winner – Union Rescue Mission
As the winner was being announced by Matthew Zarcufsky, he sited that URM had stepped up to meet the need of the greater Los Angeles area and increased services 45% in this economy. Â He also sited this summers need to raise 2.8 Million Dollars in less than 40 days to keep Hope Gardens, URM’s women and children center, from closing it’s doors. The team at URM rallied their community and raised 3.8 Million dollars in just 37 days through seven different mediums! Â The outpouring from the community was so great through bloggers and people sharing info on facebook and Twitter. It even prompted Hope Gardens volunteer and Â NCIS star Pauley Perrette to join Twitter and lead a rally cry for the ladies. Thanks Pauley!!
Portnoy Media Group is proud to tell the URM story in the digital medium and be part of the team that helped make that a reality. Lead by a strong team at URM and joined by direct mail legends Grizzard Communications and the brilliant filmmaking of Chronicle Project
The latest film from Deidox released today, the second international film in the series. The short film is theÂ true story of a Burmese refugee now living in Thailand who finds a strength that only comes from God.
Producer Dave Mahanes and Director Brent Gudgel have teamed up for the 7th installment in the Deidox series. Â Also rounding out the crew for the film are Chris Sinclair (cinematographer),Â Jordan Innes (editor),Â Jeremiah Belt (color correctionist), &Â Joshua Myers (music composer), and Gade Maxka (Thailand line producer and translator).
Over the last two years the deidox series has been challenging (Li Yang), gritty (Deon), and full of hope (Lindsay). Â A study guide and bonus features from behind the scenes are included with each digital download.
The price range is $1.99 (iPod) to $24.99 (HD)
Another great collaboration of Portnoy Media Group with Out:think Group to make the launch fast and painless.
A dear friend recently asked me to do the honor of being a judge at the Frebby Awards. Funny name?Â Yes.Â Valuable?Â Also yes.Â So, just what are the Frebby Awards?Â The Frebbies are the product of Paprika Studios, and are designed to recognize the â€œBest ofâ€ the web in Fresno, CA.Â Broken down into six main categories (Inspiration, Commerce, Communication, Action, Connection, Informational) and the just-for-fun category Frebby Favorite, nominees will be judged on creativity, effectiveness, expertise and innovation.
Know an individual or business in Fresno deserving of an inaugural Frebby Award?Â Nominate them here.Â The deadline to enter is this Wednesday, September 15.
Frebby.Â Fun to say.Â Fun to do.
Today launched the 6th film from the creative team of Brent Gudgel and Dave Mahanes. The latest film, Deidox | Alyssa, gives us the glimpse of a girl in Simi Valley, CA walking us through part of her life. The idea of faith takes on a very real component in this short film and is anything but cheesy. The short clocks in at 4:37 was shot on Canon 5D and 7D.
This is another triumph for the creative team at Chronicle Project. What struck me the most throughout the film is the sound. Josh Myers (Cinecue, Burn the Stereo) has done an incredible job to capture the tone and further story tempo throughout this short.
A portion of the proceeds benefits the Extreme Mobility Camps www.xmocamps.org
Portnoy Media, along with the brilliance from The Out:Think Group, had the fortunate pleasure of working with this team to create a new film page. In the coming weeks we’ll be launching a few other changes on the site as well, for now Check out Deidox | Alyssa.