Skip to main content

Internet Telethons and Cause-Related Marketing

Years ago when I was still writing the Children’s Miracle Network Telethon (CMN), I would get a call about every month or so from someone who was interested in producing a telethon and wanted to learn how CMN did it.

Of course I did my level best to dissuade them because who needs the competition, right?

But beyond that everyone that called thought that producing a telethon was a matter of setting up a telephone bank and hiring a camera crew.

If only.

They didn’t know about the $2 million budget, the crew of hundreds, the satellite uplinks and downlinks, the celebrity contract riders, the script of 40,000 words, and a million (no exaggeration) other details.

I'll never forget leading a CNN producer around backstage at the Children's Miracle Network telethon at Disney World and the look of awe on her face. It really was a big, complicated show.

All these years later, telethons are breathing their last, the victim of 500-channel universe and other modern challenges I’ve highlighted before.

Except that as I write this there is a multi-hour telethon called “From the Frontlines” from Moveamericaforward.org streaming on the Internet with the stated intent to send the ‘world’s largest care package’ to the US Troops in Iraq. Their fundraising goal is $500,000.

And they’re doing it on the cheap. It airs exclusively on the Internet on ustream.tv. The format is basically televised talk radio broken up by some interstitials. It looks like they have three cameras. Certain guests also have their own webcams. There’s no studio, just an office with a couple of cheap ENG lighting kits. The ustream.tv site frames the video with a live comment feed, making it more interactive than the time Elvis shot his TV when Robert Goulet appeared on the Mike Douglas Show.

It’s a product of Melanie Morgan and Michelle Malkin and a large group of the right of center talking heads and pundits in the United States. The telethon was promoted heavily on conservative talk radio.

This is a first year effort and I can’t find any evidence of sponsors, the bete noire of the few remaining few televised telethons. And, truth be told, because they’re doing this on the cheap, they don’t need sponsors the same way Jerry Lewis’s MDA Telethon does, to cite just one.

The sound is bad. The video is worse. And it's bogging down my Internet connection. Plus, the giving mechanism (which requires you to go to a different website) is awkward to say the least. But by damn I think I’ve just seen the future of telethons!

Comments

Popular posts from this blog

Batting Your Eyelashes at Prescription Drug Cause Marketing

I’m a little chary about making sweeping pronouncements, but I believe I've just seen the first cause marketing promotion in the U.S. involving a prescription drug. The drug is from Allergan and it’s called Latisse , “the first and only FDA-approved prescription treatment for inadequate or not enough eyelashes.” The medical name for this condition is hypotrichosis. Latisse is lifestyle drug the way Viagra or Propecia are. That is, no one’s going to die (except, perhaps, of embarrassment) if their erectile dysfunction or male pattern baldness or thin eyelashes go untreated. Which means the positioning for a product like Latisse is a little tricky. Allergan could have gone with the sexy route as with Viagra or Cialis and showed lovely women batting their new longer, thicker, darker eyelashes. But I’ll bet that approach didn’t test well with women. (I’m reminded of a joke about the Cialis ads from a comedian whose name I can’t recall. He said, “Hey if my erection lasts longer than

Cause Marketing: The All Packaging Edition

One way to activate a cause marketing campaign when the sponsor sells a physical product is on the packaging. I started my career in cause marketing on the charity side and I can tell you that back in the day we were thrilled to get a logo on pack of a consumer packaged good (CPG) or even just a mention. Since then, there’s been a welcome evolution of what sponsors are willing and able to do with their packaging in order to activate their cause sponsorships. That said, even today some sponsors don’t seem to have gotten the memo that when it comes to explaining your cause campaign, more really is more, even on something as small as a can or bottle. The savviest sponsors realize that their only guaranteed means of reaching actual customers with a cause marketing message is by putting it on packaging. And the reach and frequency of the media on packaging for certain high-volume CPG items is almost certainly greater than radio, print or outdoor advertising, and, in many cases, TV. More to

Cause-Related Marketing with Customer Receipts

Walgreens and JDRF Right now at Walgreens…the giant pharmacy and retail store chain with more than 5,800 stores in the United States and Puerto Rico… they’re selling $1 paper icons for the Juvenile Diabetes Research Foundation (JDRF). This is an annual campaign and I bought one to gauge how it’s changed over the years. (Short list… they don’t do the shoe as a die cut anymore; the paper icon is now an 8¾ x 4¼ rectangle. Another interesting change; one side is now in Spanish). The icon has a bar code and Jacob, the clerk, scanned it and handed me a receipt as we finished the transaction. At the bottom was an 800-number keyed to a customer satisfaction survey. Dial the number, answer some questions and you’re entered into a drawing for $10,000 between now and the end of September 2007. I don’t know what their response rate is, but the $10,000 amount suggests that it’s pretty low. Taco Bell’s survey gives out $1,000 per week. At a regional seafood restaurant they give me a code that garner