Editor’s Notes: Just Being Social
So, what does online video have to do with the average direct marketer, you ask? Plenty, reports the Jewish National Fund (JNF), this month’s cover story (starting on page 28). The charity, which doesn’t have a huge media budget with which to blitz its audience, recently capitalized on the enthusiasm of two young supporters who created a video to promote the JNF and its cause. Embracing the efforts of these evangelists, JNF included the video on its Web site and in its e-mail campaigns, encouraging visitors and members to pass it along. The endorsement has been influential in helping JNF attract new and younger donors—a good thing, given recent research from Target Analysis Group that cites a general decline in donor populations.