What makes a non­prof­it ad stupid?

Point­ing out stu­pid non­prof­it ads tends to gen­er­ate a lot of con­tro­ver­sy. More than one com­men­ta­tor has cor­rect­ly point­ed out that I don’t have the response data on these ads, and quite right­ly asked how I can label them stu­pid’ when I don’t know whether they actu­al­ly worked. If they were suc­cess­ful, then call­ing them stu­pid would just be, well, stupid.

Written by
Jeff Brooks
Added
May 14, 2012

So, I am going out on a limb when I call these things stupid. And I could be wrong, it has happened many times.

But in this case of the ads featured in this showcase, I’m pretty confident that I’m right. These ads are stupid, and their stupidity will prevent them from raising funds.

I’ve been in the fundraising business a long time. I’ve seen thousands of projects from the inside and every time a project has used cleverness and abstraction as a platform, it has failed. And I’m not talking about a slight underperformance, but spectacular and utter failure.

There is a lot of uncertainty in fundraising. Things that should work sometimes don’t and vice versa. Often, we can’t find a reason to explain success or failure. But the ads that I will highlight in this SOFII showcase are different. Not only do they look like they are going to crash and burn, they fail absolutely, every time.

There are a lot of ways that fundraising can be bad. It can be laden with jargon; it can be self-centred, vague, poorly written and shoddily designed. All of these things can cause it to perform badly and waste money. But these things won’t get the ‘stupid nonprofit ad’ label from me. I am aiming at a certain class of badness in nonprofit advertising. I’m going to highlight the abstract, glib, usually agency-created sludge that just never seems to go away because ad agencies are good at selling what they do (even when they aren’t actually good at doing it).

I’m on the warpath against this stuff not because I hate it (I mostly don’t) but because it’s a scourge to fundraising and it needs to be called out for the scam it is. Maybe we can even save organisations from falling victim to it in the future.

Enjoy the showcase.

Jeff Brooks

PS If any of you have insider knowledge of any campaign that I mention and can show me that it isn’t actually stupid, I promise I will retract what I’ve said about it.

And if you have any nominations for the stupid nonprofit ads showcase then send them my way.

About the author: Jeff Brooks

Jeff Brooks has served the nonprofit community for more than 30 years, working as a writer and creative director on behalf of a variety of organisations including CARE, World Vision, Feeding America, St. Jude Children’s Research Hospital, National Wildlife Federation, and many more. He blogs at Future Fundraising Now and Moceanic. In previous careers, he’s been an English teacher and a classical musician. He lives in Seattle in the USA.

Recent Articles

Join the SOFII board - could you be our new honorary treasurer?

We are looking to recruit a new trustee with a passion for finance, who will also serve as our honorary treasurer and chair SOFII’s finance and resources committee. This vital role will help ensure our small charity is able to manage its financial resources strategically and prudently, so we can reach even more fundraisers around the world.

Read more

Direct mail clinics – Introduction and contents

Welcome to the Agents of Good (AOG) free direct mail clinics. These 11 useful video lessons offer you tried and tested tips that will make your direct mail appeals more engaging and effective. Please explore all the clinics and share them widely with your fundraising friends.

Read more

Direct mail clinic #1 – All about marketing

John Lepp kicks off his free clinics by explaining why direct mail is a phenomenal tool for fundraisers. He thinks it is the perfect way to start a conversation with your donor and raise more for good causes around the world.

Read more

Fundraising in India – Exploring why face-to-face continues to grow

As Gather Campaigns work to expand face-to-face (F2F) fundraising in India, Ryan Valasapali and Dominic Will explore the cultural similarities and differences that determine how F2F can grow in new, international markets.

Read more

Direct mail clinic #2 – Envelopes

In this direct mail clinic, John Lepp asks you to (please!) turn your attention to envelopes. They are one of the most misunderstood and often ignored parts of a fundraising appeal, but your envelope is key to ensuring a donor opens your pack and engages with what you have to say.

Read more

Also in Categories