Red Cross Calling? Ground Breaking Marketing Technique Ensures They Really Do

An innovative ground breaking marketing technique is helping New Zealand Red Cross call New Zealanders for help during their annual appeal week.

The new marketing technique, which involves synchronising outgoing phone calls with a television commercial currently being aired, has never been used before.

The television commercial for the Red Cross 2007 annual appeal, playing this week, shows a Red Cross aid worker making a call on his satellite phone. At the same moment, hundreds of New Zealand homes are receiving phone calls, making it appear the Red Cross worker is calling them, asking for their help during the appeal. In reality, they are receiving automated calls carefully synchronised with the commercial.

One of the greatest challenges in raising money through appeals for many not for profit or charitable organisations is cutting through 'donor fatigue'. While only three days into the seven day appeal, New Zealand Red Cross is hopeful the innovative technique will prove successful with its fresh approach.

The television advertisement was initiated by advertising agency Y&R, Curious Film produced it with footage provided by Wild TV. Telemarketing company Sales Force were the brains behind the actual phone call and APN News & Media supplied the database. All the companies donated their time and expertise to New Zealand Red Cross on a pro-bono basis.

ENDS

Information about the annual appeal 2007 is available in the media centre on www.redcross.org.nz

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