The best of non-profit advertising and marketing for social causes

[3+1] Paul de Gregorio

[3+1] Paul de Gregorio

[3 +1] was temporarily stopped for several reasons. But here we are again! Our guest this week is Paul de Gregorio, a great guy who I met on Google+.
And I’m glad I discovered his blog also. Fundraising isn’t my forte. He is doing great writings on this topic. Inspirational!

About [3+1]: it is sharing 3 favourite campaigns, designs or other visual things. And 1 failure, something annoying. In short: 3 x good (green), 1 x bad (red).

Paul is Head of Mobile at UK fundraising agency Open Fundraising. He has been fundraising since 1996. Before joining Open to head the agency’s mobile offering in 2011, Paul was client services director at telephone fundraising agency Pell & Bales. He has worked with many charities and membership organisations – including Cancer Research UK, the NSPCC, The Labour Party, UNICEF UK and National Trust – to deliver fundraising and campaigning activity that inspires people to take action. He can be found on Twitter @pauldegregorio. He also blogs about fundraising with a focus on mobile and individual giving.

Christian Aid Malaria nets advert
One of the key reasons I’m doing what I do now is this advert from Christian Aid. The first time I saw it I was truck by it’s simplicity and compelled to take the action. But more than that, it re-enforced my view that text and mobile were tools for fundraisers and campaigners that if properly used could push us unto a whole new level of supporter and public engagement with causes.

Successful text response campaigns have a very clearly defined ‘itch’, the issue or situation that makes us feel uncomfortable and a ‘scratch’ the action we can take to relieve us from the uncomfortable feeling and make us feel good.

The Christian Aid advert is a brilliant example; the itch in this case is clearly the fact that a child dies every 45 seconds from malaria. The scratch, just as simple, you can provide a net, right now for £3, which will save a child’s life.

Click to enlarge

And Christian Aid had this fab video made.  Which takes the whole concept a bit further and is just brilliant. This we didn’t make – it was made by the lovely people at Provokateur.


Labour Party 2001 General Election posters ‘Get out to vote or they get in’
The Labour Party won the 2001 UK general election and In retrospect maybe the result was never in question. I was working on the telephone fundraising side of the campaign reaching out to members for donations to fund the poster campaigns and get out the vote activity and I remember there was a real fear that voter apathy would hand the Tories power.


This poster was brilliant as it’s launch made me laugh out loud, but more importantly, it jolted a lot of members we were talking to into action and spread the word that making the trip to the polling station was the most important thing they and their mates could do on Thursday 07 June 2001.

Greenpeace VW campaign
I just love this. I am lucky enough to be able to attend NFPtweetup which is a quarterly get together of social media enthusiasts from charities and other not for profit organisations. At the last session a James Sadri from Greenpeace UK talked to us all about the campaign put together to highlight VW’s less than enthusiastic commitment to environmental polices.

The Star Wars idea is perfect, lampooning the famous VW advert it makes the very serious point that VW can turn away from the dark side by dropping their opposition of environmental legislation.


Tory Election posters from the 2010
I’m not a Tory supporter by any stretch. So you’d think that I’m never going to think that their political advertising is good. But that’s not the case. I can see that the ‘Labour isn’t working’ advert from the 80’s is a brilliant piece of design and copy. It worked. I say that through gritted teeth, mainly because of what followed.

But in 2010, the rebranded Tory party released a series of adverts that were just awful. Stereotypical images of young people, old people, working people, women and people of varying ethnic origins with the strap line ‘I’ve never voted Tory before, but….’. The advert below is one of the worst.


Founder of Osocio. It all started with collecting election posters in 1973. And that's never stopped. Read more.