A Brilliant Way to Raise an Organization's Profile - And You Can Do It, Too!


What is the primary struggle for a non-profit organization? 

Raising money. 


With a very limited budget (and a great sense of fun) you can make a HUGE impact on how many people know about your organization. It takes a very creative approach, however - and a modest degree of risk.


Here are a couple prime examples of organizations that have successfully undertaken just such fresh and effective approaches using the power of viral videos. I'm betting these videos have made a huge difference in their pocketbooks.

Case Study #1 - Big Cat Rescue 

www.bigcatrescue.org

Big Cat Rescue, a non profit educational sanctuary, is devoted to rescuing and providing a permanent home for exotic (i.e. wild, not domestic) cats who have been abused, abandoned, bred to be pets, retired from performing acts, or saved from being slaughtered for fur coats, and to educating the public about these animals and the issues facing them in captivity and in the wild. 

Combine the timely influence of a holiday, like Halloween, and the interesting juxtaposition of huge orange squashes and huge orange cats and you've got a winner. Check out the view count of the video below. Watch the cats play and appreciate another species undergoing a great, simple Adventure of their own. 


Big Cats Play With Pumpkins - VIDEO



Look at how many people 'like' Big Cat Rescue on their facebook page: http://www.facebook.com/pages/Big-Cat-Rescue-Tampa


What are the key elements that make this video a success?

1. A simple concept - kitties'n'punkins
2. Catchy editing - no malingering - cut down your footage to the minimum adequate for telling a story
3. Good musical score - watch the copyright issues
4. A reason to share - we all know how many people send around cute animal emails ..... 
5. An unusual set of circumstances - tons of pumpkins donated and a collecting of awesome critters

I'm willing to go out on a pumpkin adorned limb and say that the success of their videos has been a fundraising bonanza. In fact, if you liked them and support the cause consider sending a little donation their way. Better yet, ask your company to sponsor them.

Can any organization do this? 


Yes, with the right approach (hint: it has nothing to do with hiring a PR company). Given a little bit of latitude, your people are the best way forward. Just give them the ball. 

The best way I know to kickstart this process in your group is Corporate Explorer Training's Outstanding Performance Art Program. This is a dynamic and creative program that takes people through a a step by step process of how to create extraordinary results - just like Big Cat Rescue has done.

Case Study #2 - Opera Company of Philadelphia

www.operaphila.org

Formed in 1975, the Opera Company of Philadelphia has always been and remains committed to delivering outstanding productions of traditional and new repertoire.

Using a great sense of fun and an impressive scale, the Opera Company of Philadelphia has also seized on an intriguing holiday format for a video. It has garnered about a million views a week during the first two weeks it has been online. 

With the crowded video market today, that is a noteworthy effort. And I'm sure their organization is reaping the rewards of attracting that much attention. 


Success Factors:

1. Identifying a great location
2. Acquiring permission from Macy's to use the location
3. Selecting a proven popular song
4. Recruiting from other chorus organizations to help out
5. NOT making the video overly professional (and thus lifeless - less real, that is)

A giant pipe organ, 650 singers and an unsuspecting public make for a great spectacle - one worth sharing, for certain. Here is the video as an embedded YouTube video. 

Here is another video of theirs that most likely showed them the potential of this type of approach. The scale is much more modest - 30 players vs. 650. But the concept remains the same. VERY successful Philadelphia Opera Video Watch this one, too, if you enjoyed the first one. 


I love finding little gems like these. They prove my hypothesis that a little fun, Adventure and risk when employed in a positive and creative way can pay huge dividends. 


So if you are in Philadelphia, patronize this opera. With photos like this on their site highlighting images from one of their productions, I'm guessing their offerings are as entertaining as their publicity!

So, think this approach has raised their profile? Certainly. Helped them fundraise? Absolutely. There is money in fun. I'd love to help you discover this for yourself!

Employee DIS-engagement

Imagine working for a large company for 30 years and STILL feeling like that company does not trust you. Welcome to Air Canada, where customers AND employees don't feel valued.

What would that feel like? Pretty bad. 

I'm sitting at a gate in the Calgary airport waiting for an Air Canada flight. I fly a lot - as in for the last 3 months I've been on a plane an average of 4 times a week. I belong to every frequent flyer program out there - and some I like more than others.

Right now, I'm ready to scratch Air Canada off the list of preferred airlines. Here's why: they care more about rules than people. How sad and backward. Rules don't purchase tickets from them or consume their product (flight), people do. 

My story started as I arrived at the airport after spending the day in Calgary working with a large software company on helping their people become better communicators. Upon my arrival at the check in counter, I'm given a concerned look. The airport is practically empty - there are no other customers in sight. The ticket I have is for the next day. 

Communication Training Earlier in the Day

There are seats available on the flight, but my ticket isn't for this flight. The agent sends me down to the other end of the airport to the Air Canada ticket purchase counter. I grab my bags and head down to see what my fate will be. 

Upon my arrival, I describe my situation. My 11 year old daughter is in Los Angeles awaiting my return so we can return to the Northwest together the following day. I can't wait to take the flight the next day. The gate agent, a somewhat serious woman who appears to be in her late 50's shakes her head at me. 

She tells me that I will have to pay a $50 change fee and the difference in fare - based on buying a ticket right at that moment. I wince and await the news. In addition to the fare I've already paid, I will have to pay another $427 in fees to get on the plane. 

This is my cue to appeal for leniency. Fat chance. 

The fact that I am a heavy frequent flyer has no bearing on the decision. 

The fact that there are available seats on the flight is irrelevant. 

At this point, there is nothing in the Air Canada customer service manual that allows their agents to make a judgement call to handle a situation like this.

I ask if perhaps they could waive the fees. My dour faced agent, Pat, informs me, "I've worked here for 30 years, if I get audited, I could get in big trouble." 

I express my concern for her and let her know I understand her position. She continues, "After working here for 30 years, Air Canada still doesn't trust me to make discretionary decisions like waiving fees when I feel it is appropriate."

Wow. 

She offers that I can call the Air Canada customer service line to see if I can get any better result. She won't let me use their phone, however. I use my cell and quickly learn that there are extended wait times on hold and I don't have the time to spare. Dead end. 


Nice.

In an age where great companies are all trying to ensure their employees are 'engaged', Air Canada appears to be doing just the opposite. Worse still, they appear to be more concerned with observing customer-unfriendly rules than looking after valuable customers. How long will their business last as they alienate both customers and employees? 


Here is a web site collecting other (far worse) horror stories: http://whyaircanadasucks.com/ 

Apparently, Covey's first rule of highly effective people, 'Be Proactive', is not in play. Air Canada doesn't appear to have handled the problems people have expressed on the site. Customer's dissatisfaction is something airlines should be doing their best to address.

United Airlines had a customer service debacle with a guitar that had been crushed in transit. After getting no satisfaction or relief from United, the guitar owner, a songwriter, posted a video that skewered the UA service. It has close to 10 million views. Here is that video. 

Do you think that had an effect on the public's perception of United? You bet. 


In my situation, I felt like Air Canada was taking advantage of me by essentially tripling the cost of my flight, which basically just meant one otherwise unoccupied seat was occupied. Better still, they had another 24 hours to sell the seat I would NOT be occupying the following day. 

I would love to work with the executive team at Air Canada to give them the vision and direction to create meaningful customer relationships - relationships that would turn into long lasting relationships. People like doing business with companies that care. 


Call me, AC! I'd be happy to give you a free consultation. 


If you feel inclined to waive the fees I just got dinged for, I may be inclined to continue flying AC in the future. In the meantime, I'll be looking to Westjet to get me from YVR to YYZ in two weeks time. 

This is the end of the conversation I had with Pat, who would have liked to have provided better service. You can hear in the tone of her voice how disempowered she is.

Right now Air Canada's chances of survival are directly proportional to the amount that their customers feel like they are cared for. 


Let's see what the future holds.