Fab free PDFs from US about online campaigns, fundraising, online giving. US based, but some of the principles play across the great pond - with some regional tweaking of course. Enjoy ;-)
This article looks beyond your usual cookie cutter demographics, because we don't all behave in the cookie-cutter style we are expected to behave like. This is where "psychographics comes in" - but not covered, although hinted at between the lines.
appealing to values has a direct connection to the emotive part of the brain - hence where neuro-economics and behavioural economics comes in ;-)
Consumers
wants more. They desire a cause behind a brand, reason why beyond product attributes. They look for
products that exercise responsibility within society.
This Marketing Week article relating to documentaires, could be re-interpreted in terms of...
How could mini documentaries of your activities and actions have an impact on volunteers, funders, and fundraisers?
The site, See the Difference, will feature a collection of short films through which charities will be able to explain to the public how their projects are run.
marketingweek has an article here...
http://www.diigo.com/0738f
you may get a preview once and then you will have to register, or you may be unlucky. This was in the marketing week iuss 27 august 2009