YouTube

5 Ways to Promote Viral Fundraising
October 1, 2008

It's contagious. It's bringing in new donors and extra funds. But it's unpredictable and hard to control. It's viral fundraising - when a story, e-mail, video, call to action or event catches fire online and is passed from person to person, creating a wave of response and giving. "It could be an e-mail. It could be a social network. It could be a video on YouTube. So when you use the term 'it went viral,' it merely means that people told their friends about it via word-of-mouth," explains Madeline Stanionis, CEO of Watershed, a San Francisco-based online fundraising and advocacy company.

eView: Don’t Overreact to Google Chrome
September 11, 2008

The recent launch of Google Chrome, the search engine's free open source browser, has some marketers concerned that they'll need to spend time checking yet another browser to ensure their online promotion campaigns appear as designed.

John McCain Breaks the Rules of Marketing
August 7, 2008

One day God and St. Peter met on the first tee of the celestial golf course, and St. Peter hit a magnificent drive straight down the fairway.

God stepped up, addressed the ball and-with a mighty swing-hooked it deep into the woods.

One minute later, a squirrel with God's golf ball in its mouth ran out of the woods and started across the fairway.

Whereupon an eagle swooped out of the sky, grabbed the squirrel in its talons and flew off. When the eagle got over the hole, it squeezed the squirrel, who dropped the ball, which landed on the green and rolled into the cup for a hole-in-one.

St. Peter turned to God. "Are you going to play golf," he asked, "or are you going to screw around?"

From where I sit, both presidential candidates are screwing around.

The nuts-and-bolts of the issues are buried under mounds of slung mud.

And in terms of marketing, John McCain is playing a most dangerous game.

Can U Read & Rite?
August 7, 2008

"As teenagers' scores on standardized reading tests have declined or stagnated, some argue that the hours spent prowling the Internet are the enemy of reading-diminishing literacy, wrecking attention spans and destroying a precious common culture that exists only through the reading of books," writes Motoko Rich in The New York Times. "But others say the Internet has created a new kind of reading, one that schools and society should not discount."

I believe this so-called "new kind of reading" is the result of the old kind of writing, which has become really bad.

I'm talking about the writing in mainstream media-newspapers, magazines and books-whose managements are so financially strapped that they can't afford decent editors. The result: Authors left to themselves are sloppy, self-indulgent and frequently boring as dirt.

This is also true of writing on the Internet and BlackBerrys/other mobile devices.

Participatory Approach Works With Younger Donors
August 1, 2008

Challenge: Increase new donor acquisition; Solution: Integrated marketing, including rich media, e-mail blasts and retail partnerships; Results: E-mail opens totalled 40.5 percent, and the clickthrough rate was between 16.3 percent and 20.7 percent. The end result was $100,000 raised.

‘The New Yorker’ vs. the Obamas
July 22, 2008

I’ve written a number of times that one way to deal harshly with unfriendly media is to deny access: Issue no press credentials. Force them to stand with their noses to the window pane and regurgitate the same AP or Reuters stories that all the other cheapskate newspapers and magazines use. That the Obama campaign has denied access to The New Yorker is delicious. I have 104 days to make up my mind, and I’m still not sure about Barack Obama or John McCain. Will this be yet another presidential election where I go into a voting booth holding my nose and pulling the

eChat: Video Marketing Trends
July 15, 2008

Melissa: Thanks for taking the time to participate in our eChat on video marketing. How do you use video marketing at your companies? Can you offer some examples?

It's Not Easy Being Green … or Is It?
July 15, 2008

As you can see, we've devoted this month's cover story to Conservation International, a nonprofit organization that has turned to viral, digital and community marketing to spread its message about the importance of conservation worldwide.

Saving the Planet 2.0
July 15, 2008

What do leatherback turtles, burning forests and Harrison Ford all have in common? They're the key components of some very successful marketing campaigns launched by Conservation International, a nonprofit organization missioned to protect the richest regions of plant and animal diversity in 34 international biodiversity hot spots, wilderness areas and marine ecosystems.