In The Nonprofit Imagineers, we discuss the importance of a brief nonprofit mission statement and its impact on our ability to be creative. Later, we learn that the original ideas for a new theme park in California started with a few words from Michael Eisner to his Imagineers: “Amaze me. Surprise me.”
In an article published by Coca-Cola Australia, we learn that the “Share a Coke” campaign, which sold more than 250 million personalized cans and bottles of cola to a country of just 23 million people, each labeled “Share a Coke with [insert name]”, started with a “151-word creative brief that gave them free reign to deliver a truly disruptive idea that would make headlines and capture the country’s attention.”
The successful campaign that was pitched by an Australian marketing firm began with a realization – teens and young adults felt the multi-national company was “not talking to them at eye level.” By acknowledging them on a personal level – literally printing their names on cans – the Coca-Cola company was humanizing the drinking experience.
Knowing that the best way to get truly innovative ideas is to allow the creatives to be creative, Coca-Cola approached a group of agencies with a minimal creative brief and the instructions, “That idea you’ve got tucked away that you’ve always wanted to do for Coke? Now’s the time for that idea.”
What we learn from Coca-Cola about nonprofit creativity and innovation
First, the original idea for this campaign came from the problem of teens not feeling like Coca-Cola really “saw” them. They felt it was a big company selling to a faceless public. They solved the problem by humanizing the experience. What are you doing to ensure that the experience that your members, donors, or clients have with your organization is personal and human?
Second, don’t be afraid to take risks. “Because we’ve always done it that way” is never a reason to continue doing something, just as “but we’ve never done it that way before” is not a reason not to try!
Third, there are people on your team, who, when asked for “that idea you’ve got tucked away that you’ve always wanted to do” will amaze you with their creativity. Right now – go ahead and ask your team that question. Seriously! And, most importantly, don’t shoot it down just because it’s not how you’ve always done things!
Fourth, while the ideas in The Nonprofit Imagineers utilize Disney practices as a way of illustrating ideas, they are by no means just Disney’s ideas. Imagineers don’t have proprietary control over storytelling and brainstorming. The thing that makes Imagineers better than everyone else is their willingness to take risks, try new things, and incorporate ALL of their best practices into EVERYTHING they do. Don’t get lazy! Do more! And read the book. You’ll love it.
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