All of us have things at home just lying around, gathering dust. Like books, for example. And DVDs. But how do you get people to donate those unused items to a really great cause?
Each year, Greenville Literacy Association holds a book sale to help fund its ongoing efforts to wipe out illiteracy. But without donations of books and DVDs, the sale simply couldn't happen.
For 50 years, the Greenville Literacy Association (GLA) has served the Upstate of South Carolina. GLA recruits and trains volunteers to provide instruction for adults who cannot read or write. It has expanded its services to four fully equipped and staffed learning centers across Greenville County and supports church and neighborhood literacy programs near these centers. But they require funding. And that's where the "Really Good, Really Big, Really Cheap Book Sale" comes in.
To create awareness and encourage donations, the Jackson team developed a humorous campaign, showcasing iconic books and DVDs that have been lying around for so long they've aged. The call to action was simply, "Been a while since you read it? Donate it." Various tactics used to communicate the message included:
Here's the Cliff Notes version of the campaign's results: donations were at an all-time high, 50% over the previous year, resulting in over $150,000 being raised. That's a record amount of money that will allow GLA to continue funding its learning centers well into this year. Now that's what we call a happy ending.