What Pedigree Dog Food’s ‘Share for Dogs’ Donation YouTube Video Means for Your Donations

We’ve got to hand it to the people at Pedigree, they hit the nail on the head with their latest YouTube video, “Share for Dogs” featuring adorable puppies. Here’s the rundown:

  • The made a video of nothing put shot after shot of adorable dogs (which is always a hit on the Internet)
  • They posted it with the message that they will be donating ALL of the revenue from the video being watched to dog rescue (YouTube video owners whose videos gets a lot of views get ad revenue from YouTube)
  • Now people are sharing the video to raise money for puppies, and Pedigree is getting awareness of their brand spreading at the same time. Genius.

What does this mean for you? This is a great solicitation opportunity to pair up with your own “Pedigree.” Do you know any companies who may be willing to pair up with you and your group? Perhaps a company in your area who may have an active YouTube presence? This is a win-win situation for the animal rescue, and the company!

Check out the video

How Google Can Help Your Nonprofit Animal Shelter or Animal Rescue Organization

Google offers several ways for you to promote your shelter or rescue to raise donations, raise awareness, and tell your story. Once your organization is signed up for Google for Nonprofits, you can use several of its tools:

  • Get grants to run Google Ads for your animal shelter or rescue organization
  • Free, enriched versions of your YouTube videos with the ability for you to put a call for donations on the video
  • Google Earth Outreach access that allows you to tell your story through mapping and video – perfect for rescues who travel a lot of with pets!

To learn more and sign up, visit Google for Nonprofits. Still have questions? Email me.


Why Non-Profits Need to Stop Holding “Awareness” Days, and What They Need to Replace Them With

CTA,or, “Call to Action,” is discussed a lot in social media strategy. But really, a CTA is important in any campaign’s communication initiatives. A CTA is quite literally the request you make of your readers, constituents and followers: it’s asking them to take an action. That action could be to sign a petition, donate some money, or simply to Like or share a Facebook status. Whatever that action is, a CTA means you are asking them to do something specific. And it is often quite effective, which is why it is implemented in so many social media campaigns. So what does this have to do with “Awareness” days?

Well, let me give you an example:

Can we all agree we are aware of breast cancer? You’d have to be living under a rock these days to not know that breast cancer is around, and a serious problem. So why do we continue to have “Breast Cancer Awareness” days if we’re all aware? Awareness is a passive word, with no call to action. Sure, there is likely to be some sort of CTA within the campaign, but with the name of the event being the first thing that people notice, do we really want to it to be such a passive title?

How about “Breast Cancer Action” day? Does that get your attention a little better? By replacing “Awareness” with “Action,” you make it clear what the day is about, as well as the intentions of the day: to take action around breast cancer. Even if you reached that last person on earth who isn’t aware of breast cancer, the title makes them aware that, not only does breast cancer exist, but it needs action taken against it.

If you hold awareness campaigns within your organization, consider changing them to “action” days and let me know in the comments how it is received.