Many times non-profits make a passive video with a compelling story to donate with a corresponding link. Or, in the case of K.C. Mahindra Education Trust & the Naandi Foundation, they work with Strawberry Frog NYC to develop a horizontally-synced animation film which progresses based on donation level, social media integration, AND a storefront featuring video cut-outs of the girls to entice donors. If you haven’t seen “A Girl Story” and “A Girl Store,” make sure to check it out now for inspiration on how to effectively develop a philanthropic campaign!
According to the Nanhi Kali website, the animation film series only progressed as donations increased. “Tarla’s story progresses only by audience donations that unlock new chapters within the YouTube film series. To ensure a smooth, filmic quality, each YouTube video is programmed to allow Tarla to seamlessly transition from one frame to the next.”
They also have a Tarla Facebook page and Twitter account. Gotta love their incorporation of social media into this campaign!
In addition to the animation, check out their storefront concept “A Girl Store” to further raise donations. According to the site, it has received over 3 million hits and raised enough money to send hundreds of girls to school.
The storefront took me by surprise when I saw video cutouts of the girls standing alongside the list of what they need. It was a bold attempt to make a meaningful connection from viewer to recipient. I think it’s successful in its goal, but at the same time I must admit that it felt a little eerie to see the girls. Perhaps this is because no non-profit has ever crossed this line effectively before. What are your thoughts?
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