This is a remarkable use of new media technologies (primarily HTML5) to create an engaging and innovative communication tool.
From a traditional communications perspective, this webpage does everything incorrectly. In particular, the reader isn’t being spoon-fed the desired action right from the beginning. They’re being made to work for the end goal, which is against all marketing principles.
So how is this invitation so successful?
What Jess and Russ have created here is their story. They’re telling people why they should click and take action, instead of how to click and take action. That’s the whole premise of Simon Sinek’s TED Talk about how great leaders inspire action - they get their followers to believe in the why.
As a charity, the absolute best thing you can do is to instill a belief in the why in your followers. They will follow you and support you as you ask, as long as you can get them to believe in your mission and vision. To trust in your mission and vision.
That’s why Jess and Russ’s invitation is such a success. They’ve told their story to get people to believe in them as a couple, and to support them in the next stage of their life together. Their guest list believe in them, and they will follow and support them.
How can you apply this to a not for profit?
What makes your not for profit stand out? It’s your story - shout it from the rooftops!
We hold a distinct advantage over corporate and other organisations in that our stories are compelling. Our vision and mission talk about creating a better world and delivering positive change. Not about creating larger profits and delivering more investment return.
Make sure you tell your story before you make an ask.
Talk about what inspires your staff members to work at your organisation. Talk about people, situations, landscapes, that your organisation has impacted. Talk about your goals, and how you plan to reach them. And then make the ask.