PR: The Good, Bad and Ugly

Real Alumni of Genius – A Genius Approach

by Kate Catlin on 11/09/2010

Since graduating from Elon University four years ago, I have sometimes been annoyed by the frequent requests for donations.  There have been postcards, spreads in the university’s glossy magazine, events and even phone calls from current students that update you on campus happenings before making the request. 

Don’t get me wrong – I LOVED my four years at Elon and rave about it to anyone who asks, or even anyone who will listen, and I have donated.  However, I don’t donate to every campaign, and the constant barrage of requests does nothing to change that motivation for me.  Every request seemed to have the same formal messaging, and it was definitely not reaching me.  It was so impersonal and fell in with the numerous requests for donations from other organizations.

That is, until last week, when Elon released a video that not only made me laugh out loud, but it made me want to donate.  The video was a completely different approach that even poked fun at the university’s previous requests.  All afternoon I watched my fellow alumni retweet it and share it on Facebook.  The video definitely reached the target audience – young alumni.

The moral of the story is simple.  If you’re not getting a response through your current communication, change your approach.  Try a new tone and see what happens.  Check out the video and let me know what you think.  Wouldn’t you prefer to receive this over some glossy postcard?

Video source: Elon University


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Feb 16, 2011