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To reach as many people as possible, tailoring each idea to suit your fundraiser. A fundraising event can help boost both awareness and donations. This could be something you organize alone, or part of a larger event organized by others—perhaps an art exhibition or a sporting event. Hosting events where people meet in person can help you begin to build a real community around your cause. A group of students decided to throw a volleyball tournament at their university to raise money for Off the Record, a charity dedicated to mental health.
With this simple event, they were able to beat their fundraising goal. Offer up your skills, either in a standalone workshop or as part of a series of related workshops. At the event, talk about your cause and connect with like-minded people. Examples of useful skills to teach may include creating resumes, providing lessons for a musical instrument or an introductory course to Adobe Photoshop.
It could generate publicity and direct people to your fundraiser. Turn it into an event—ask existing supporters to participate, or to cheer you on. Well before your event date, reach out to local media through calls, emails, or a press release. Tara wanted to raise money for The Herren Project, a nonprofit helping with substance abuse. The key to making your cause easy to recognize is keeping your imagery and wording consistent. Keep it simple, with items such as stickers, bookmarks, buttons, or T-shirts.
After Jada was diagnosed with type 1 diabetes in second grade her family started a fundraiser and created t-shirts to help raise money for the Juvenile Diabetes Research Foundation.
Start engaging with people and related communities. Try sparking thoughtful conversations about your cause by asking questions or giving feedback. Are you an expert at something?
In fact, the only people who were found to be influenced by the labels already belonged to environmental organizations. In this instance, the awareness campaign reached consumers who were already likely to avoid overfished species, and it actually created an incentive for unethical fisheries to mislabel their products.
If the aim of a campaign is to encourage people to behave in new ways, it is important to take a look at behavioral science that can lend insight into how a particular audience might perceive a message, lest you do more harm than good.
Take, for instance, the Dumb Ways to Die campaign in Australia. The song was created for the campaign by Victoria Rail to reduce the number of people who died by stepping in front of Metro trains out of Melbourne. The video and accompanying game are charming, with an indie-style earworm and characters that make macabre deaths adorable. The strangely cheerful and catchy song topped iTunes lists of most-downloaded songs in 28 countries, and the video has more than million YouTube views.
The campaign is also one of the most awarded in the history of advertising, receiving five Grands Prix at the Cannes Lions International Festival of Creativity. In terms of awareness, the campaign knocked it out of the park.
Metro said the campaign resulted in a 21 percent drop in deaths the following year. Those millions of views may not have translated to specific behavior change. This campaign was explicitly focused on reducing the number of rail accidents by raising awareness of safety and getting people to be more careful around trains, but accidents account for only 25 percent of the deaths associated with heavy rail in Victoria. The Melbourne newspaper The Age reported that between July 1, , and June 30, , there were 46 rail deaths in Victoria, the majority of which were suicides.
A article in the journal Injury Prevention cites a rate of rail suicide in Victoria that was higher than the rate for the rest of the population in Australia, and The Age reported that from to , more than one person was struck by a train every week.
Death in cartoon form is certainly temporary and painless. At a minimum, the campaign does little to address a context that included an already abnormally high suicide rate, much to the concern of public health and mental health officials in the country.
This is worrisome given that communications science scholars, public health officials, sociologists, and psychologists have reported on the influence that media can have in normalizing death, suicide, and violence as something common, cool, or even charming, but most important, not permanent. Unfortunately, it is uncommon for practitioners to conduct a review of academic literature as part of the early stages of any effort.
Campaigns rooted in research are far more likely to conduct new research by testing their messages or surveying a target audience about their likelihood of acting. The gulf between scholarship that could help practitioners avoid harm, reduce risk, or increase the effectiveness of their efforts and practice is common and wide. Raising awareness also gets dicey when issues have the potential to generate controversy.
When issues are complicated by partisan politics, for example, the message may be vulnerable to backlash and slow down or halt progress on an issue. This was the case in a public policy initiative in support of the HPV vaccine.
In , the CDC recommended a national requirement that adolescent girls get vaccinated against human papilloma virus HPV , a sexually transmitted disease that causes cervical cancer. The recommendation, and the national lobbying campaign that followed, pushed for a state mandate that required the HPV vaccine for school enrollment. A mandate that preteen girls be vaccinated against HPV became a political battleground because some social conservatives believed that the legislation was a gateway to sexual promiscuity.
Prior to the controversy, 90 percent of children received the vaccine, but in the years that followed, only 33 percent of girls received it, and just 7 percent of boys did. Research tells us that people believe information about vaccine risks and benefits that supports their cultural and political values. Political polarization increases as the news media report on the topic and advocates raise its profile.
Government regulation, check. Reproductive rights, check. Children and sexuality, check and check. Could this story have turned out differently? Yale University professor Dan Kahan, who researched the program, says yes. If there had not been a high-profile lobbying campaign to fast-track Gardasil, the vaccine would have slowly been introduced to boys and girls through their personal physicians and existing programs that provide access to childhood vaccinations, a more traditional path for introducing new vaccines, similar to the introduction of the hepatitis B vaccine HBV.
That is the approach that the communications consulting firm Spitfire Strategies takes when working with its clients. In every consulting project that Spitfire works on, Spitfire President Kristen Grimm and her team work to get nonprofit leaders to identify concrete goals for their work. Grimm is convinced that by focusing on what you want changed, you can identify a call to action whether you are working to make teens stop texting and driving, helping people make healthier choices, or working on issues where solutions are less obvious, such as addressing implicit bias or income inequality.
There are four essential elements to creating a successful public interest communications campaign: target your audience as narrowly as possible; create compelling messages with clear calls to action; develop a theory of change; and use the right messenger. We will explore each of these four elements in the following sections. One of the most important tasks in crafting a public interest communications campaign is to identify your target audience—the individuals or groups whose action or behavior change will be most important to helping you achieve your goal.
But Cerf had a problem. The book was banned in the United States and would be seized as soon as it came off the printing press, which would lose Cerf millions of dollars.
And because of the ban, there were several pirated versions of the books floating around that threatened the original text.
They could also have printed the book in the face of the ban, which might have generated headlines. But that would have brought them no closer to getting the ban removed. They chose a different path. To move the needle on the issues we care about the most, research and experience both show that we must define actionable and achievable calls to action.
As expected, the man and his copy of Ulysses were detained at customs, and the case went to court in fall In his decision, United States v. Their story provides a critical lesson for social change: When you are clear about your goal and find the right strategy, your target audience may be as narrow as a single person. It is particularly important to craft campaign messages, stories, and calls to action that do not threaten how an audience sees itself or its values.
Tips for creating effective key messages. Numbers and research results can often be very persuasive. Storytelling is a powerful means to connect with people on a deeper emotional level and to motivate them to take action. Engage with vulnerable and marginalized groups in designing and implementing your awareness-raising strategy on the SDGs in order to leave no one behind. Consider the most effective methods to raise awareness of the SDGs — CSOs have a range of different methods and tools that can be used — individually or jointly to reinforce each other — to raise awareness of the SDGs, including the following: Producing educational resources such as reports, studies and infographics; Holding or participating in events such as thematic discussions, roundtables, seminars, webinars, workshops, conferences, debates, vigils, exhibitions and demonstrations; Utilizing radio — including community radio — which can be a powerful means to spread information and raise awareness, especially in poor and rural areas; 14 Producing audio-visual material such as television, video and documentary film; Using the internet, including online forums, petitions, groups and interactive websites, as well as social media platforms such as Facebook and Twitter.
CSO forums are a useful venue for CSOs to reach out to a broader set of possible partners and to network with each other. Use the right messenger to raise awareness of the SDGs. Ensure that your message comes from people who have authority and credibility among your target group.
Key Resources. The campaign gained massive traction worldwide and helped to make the new Global Goals famous. In addition to participating in the DizzyGoals Challenge, the Global Goals Campaign used the social media campaign to encouraged participants to urge their leaders to show support for the Goals at the UN.
Hundreds of people are taking part in the Dizzy Goals Challenge. New York, NY Email: contact sdgaccountability. Need a Monday podcast?
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