On December 26, 2004, a huge tsunami hit Southeast Asia and South Asia. The whole world, from the United Nations down to the common people, have been contributing to the cause.
After New Year's Day, the government, enterprises and people in China also made donations to the disaster-stricken areas, among which enterprises and sports stars were the most prominent.
Fund-raising marketing in various forms
The use of natural events for marketing is a good means of publicity, especially in the form of fund-raising, on the one hand, enterprises and individuals undertake their obligations as members of society.
On the other hand, it increases the reputation in people's minds, and the company also enhances its brand image.
From the point of view of this donation to the Indian Ocean tsunami disaster, it can be roughly categorized into three forms. The most direct way is to donate money and goods for the affected areas, most of the enterprises and sports celebrities are to take this way of donation, because of its simple and convenient operation. However, unless the amount of money donated is huge, it is difficult to attract attention. 10 million yuan makes Ding Lei succeed in attracting the most attention this time.
Secondly, it is the way of charity sales, that is, to determine a period of time, from the sales or profits during this period of time, according to a certain proportion of the withdrawal or all as a fund-raising money. For example, the famous Sichuan restaurant chain Tan Fish Head Group on the day of January 6, more than 100 chain stores across the country for charity sales, chain stores throughout the day sales money as well as the staff of the day's wages totaling 1 million yuan donated to the victims of the Indian Ocean waters. Beijing Starbucks Co., Ltd. donated 1 yuan from each drink sold between January 5 and 10 to the reconstruction of the disaster area. For sports and cultural stars, this form of performance is mainly in the form of charity shows and charity matches.
The use of charity sales of fund-raising can be linked to the strength of the enterprise can afford to donate, for the enterprise does not need to use a large amount of cash within a short period of time, the normal profits of the business will not be affected too much. Moreover, this way of time elastic long. Simply get a donation is just a momentary exposure.
A few days or even a week to hang up the banner of the love of action, not only for a long time to win the goodwill of consumers, but also to win the attention of the media.
The third is a variety of original ways, such as Alibaba CEO Jack Ma, led by many entrepreneurs to come up with their own beloved items, in Taobao on the dollar price auction to raise funds. Baidu, on the other hand, opened up a week of advertisements to donate to the tsunami victims. This unique approach makes it easy for companies to attract the public's attention. But if not used correctly, it could lead to claptrap.
Donation should be clear and credible
Of course, no matter what way the companies and sports stars take to show their love, in order to get people's full trust and praise, first of all, they should get the cooperation of the relevant donor organizations, and give a clear explanation to the people after the donation is completed. For corporate donations, the most taboo private donation box, unless in line with the formalities, otherwise there is a suspicion of robbery, very likely to cause consumer resentment.