International vote for world's best charity DRTV advert
Howard Lake | 24 June 2007 | News
Fundraisers from around the world will get the chance to vote for the world’s best nonprofit fundraising direct response TV (DRTV) advert at the International Fundraising Congress in Holland in October.
Delegates will get to see six adverts shortlisted for the ‘Gold Star Award for Excellence in Fundraising DRTV’ will on a continuous showreel at the congress. In addition storyboards from the ads will be placed around the congress venue.
All delegates will be given a voting card in the form of a gold star which they stick to the storyboard they think is the best. The storyboard that receives the most gold stars will be declared the first winner of the first Gold Star Award, which is being sponsored by creative agency WWAV Rapp Collins.
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The winner will receive the Gold Star Trophy and a free place at the 2008 congress.
Simon Collings, CEO of Resource Alliance, which organises the IFC, said: “The Gold Star Award will be a truly international competition as we will have hundreds of people from up to 50 countries adjudicating. We will get the chance to see how tastes in television advertising vary from country to country and I will be intrigued to see which country produces the ad that most people vote for.”
The shortlist of six adverts will be compiled by a judging panel comprising Amanda Seller, head of fundraising and communications at international animal welfare charity WSPA; Tim Hunter, deputy director of fundraising at the NSPCC; and Ian Haworth, Graham Page and Bryan Miller of WWAV Rapp Collins.
Tim Hunter says: “DRTV is arguably the most ‘mass’ of the media that NGOs use to get their messages across. It is therefore critical in terms of reaching out to new audiences, raising money and painting a picture in people’s minds of charities’ causes and brands. The images and stories that charities tell through DRTV stay with people for years.”
To be eligible, a DRTV ad must have aired since June 2006. Shortlisting criteria include the objectives of the campaign, the strategy behind it (such as the target audience and choice of media), results, and a short testimony arguing how it “exemplifies best in class DRTV fundraising”.
Entry forms can be downloaded from the Resource Alliance’s (newly-redesigned) website. The closing date is 31 August 2007.
Shortlisted candidates will receive a discount for the 2007 congress.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.