Thursday, January 19, 2012

Read The Little Nonprofit That Could

Step 62.

A Multi-Channel Fictional Story

Photo of Ted and VanThe position came with two particular perks: travel for free and the assurance of never being left behind. So being young and foolish, Ted accepted the position of vanpool driver. He can honestly say that driving a vanpool did more harm than good, so if you’re thinking about accepting this new challenge, don’t. It is much easier to ride and pay than to drive every day . . . that’s a little jingle Ted branded on in his brain to stop himself when new offers arise.

Ted’s moving asylum is a place where sarcasm is unleashed at an unprecedented pace. There is no room for the weak-hearted or the feeble-minded. Every day a new weakest link is established and Ted ensures that it isn’t going to be him.

Photo of Ted as a boy with a ballYou see Ted’s world is a cynical one. At the young age of two, Ted recalls moments of pain and sorrow being met with harsh quips of “buck-it-up, get over it, and stop being a baby.” Where there’s little hope for a good-hearted spoken word to bring someone back from the downward spiral of contemptuousness.

Photo of Darth VaderAs the driver, you leave yourself wide open for the obvious criticism, making it that much harder to keep on guard for the next cynical remark. Your mind becomes sharp and very quick, but often you feel like Darth Vader is standing in front of you, reaching out his hand asking you to come over to the dark side.

Photo of a radio inside the vanNot often does it happen, but every now and then a low sound bite gets through the incessant mockery. Ted reaches down and increase the volume of the radio. The van becomes instantly silent in anticipation of a new topic to heap cynicism upon. It’s a commercial for a animal rescue charity: “What’s this? A nonprofit pedaling puppies . . . exactly what the world needs . . . more dogs to clean up after!” Those words soar out of Ted's mouth before the thirty-second spot can even tell the van poolers its unique selling proposition. The helpless little nonprofit ad never had a chance against the van of contempt. Ten minutes of creative sarcasm elapses and the vanpool’s focus moves on to never darken the door of that little charity's ad again.

Photo of a Television with an ad for PAWSThat night, interestingly enough, Ted's words begin to haunt him as he flips across that little charity's sister ad on television. The TV ad is a little more convincing; the messaging is the same but Ted's eyes can finally see the cute little puppies available for adoption. Something inside of Ted moves just an inch and momentum is born.

It barely fit into Ted's mailbox. "Who would send me a box of pictures of dogs and cats" Ted thought. Then it hit him—"those animal people are serious about their new adoption campaign and they must really believe in it to send me all these photos of animals waiting to be adopted. Some of these puppies are really cute," Ted said to himself.

Photo of Ted and his computer as he reads an ad for PAWS onlineLater that night, Ted got an email about those same puppies available for adoption and he noticed one in particular.

Sundays are great—they’re really whatever you make of them . . . It’s the one day above all others that you should experience harmony in your life. If you’re not, then hopefully reading my blog book will help you re-evaluate what’s important. One of the things that makes Sundays great are newspapers. And in Ted's newspaper this morning were two nice bright advertisements for his new nonprofit campaign friend.

Photo of a supermarketLater that afternoon, with both eyes focused straight ahead, racing toward the front door of his local grocery store Ted forgot to pull instead of push.Picture of Ted running into the supermarket door

Picking himself up off the ground, Ted noticed two people sitting at a table with a box full of puppies. Ted thought, “When did this happen and what is this big table taking up most of the entrance to the store? Wait—it’s my new nonprofit buddy.” Then it occurred to Ted: "It’s a conspiracy, even Paul our store manager is pushing this new animal cause." So, Ted adopted one.

Photo of Ted's new puppyWhy did Ted get a new puppy? He admired the little nonprofit ad that couldn’t; it took the asylum’s best and sold its leader.

Ted's new puppy, Rushmore, has soften his heart and given back some of his childhood . . . also Rushmore reminded Ted that he is a sucker for a good multi-channel marketing strategy.

Of course, until now, the others in the vanpool never knew their leader decided to stray from the dark side. Ted couldn’t bear the thought of being the vanpool’s poster child of irony, so it’s best the truth is just now coming out. It’s been several years since Ted's cynical group disbanded and he is glad his Vader days are over. But he is thankful for his new friend and the litte nonprofit ad that could story.
Happy Endings

Advertising is the most fun you can have with your clothes on.
Jerry Della Femina

Step 63. Increase Your Search Engine Rankings

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