Navigating the crowded nonprofit landscape is no small feat, particularly when it comes to capturing attention and driving donations. My client, So They Can, an Australia-based organization dedicated to improving education and empowering African students, faced significant challenges in standing out amidst a sea of competing causes. A turning point came when So They Can formed a powerful partnership with Neil Finn, the legendary lead singer of the iconic band Crowded House. Known for his deep commitment to social causes, Neil’s involvement provided the organization with the powerful boost it needed.
The 1 in a Million Campaign:
The “1 in a Million” campaign aims to rally one million people to donate one dollar a month ($12 annually upfront) to support So They Can’s mission. At the Global Citizens Festival in Melbourne, Neil performed his song “Oh Hi,” created specifically to raise awareness and encourage donations for the campaign. Historically, So They Can had limited success through advertising. By targeting Neil Finn’s fans with Meta ads that showcased his powerful performances and advocacy efforts, we connected with entirely new audiences.
One particularly successful video ad highlighted this heartfelt quote from Neil: “Music is one of the few things that unify us. It’s quite powerful and I kind of have a suspicion it’s going to save the world.” His authenticity resonated deeply, inspiring others to join the movement and creating a ripple effect of positive change. The campaign led to hundreds of new donors and a return on ad spend of 300 percent. With a follow-up email campaign scheduled around year-end fundraising, we expect this to increase even more.
Looking Ahead:
As Neil Finn prepares for his upcoming U.S. tour, we will continue to leverage his outreach efforts. During performances, he is planning to ask fans to take out their phones and text a donation to the 1 In A Million Campaign. This moment will be captured on video and provide a compelling visual for a follow-up advertising campaign. Additionally, he is scheduled to appear on the Jimmy Kimmel Show providing an opportunity to reach an even wider audience.
Broader Insights and Tips
For organizations exploring similar partnerships, the key takeaway is clear: find a celebrity whose values align with your mission and use their platform to amplify your message. With careful planning and authentic collaboration, celebrity partnerships can help nonprofits achieve remarkable results, touching the lives of countless individuals and creating a lasting impact on the world.