The only disability in life is a bad attitude…until you factor in #inspirationporn like, “Love is…walking,” that Leo Burnett and Shriners’ thought was a super-appropriate slogan for a kid in a wheelchair to say. For Shriners’ fundraising stragedy campaign. For $$.

Sure, I’ve been critical of the charity fundraising model. Sure, I’ve had some harsh things to say about inspiration porn.  And, yes, I’ve argued that children with disabilities can be valuable comestibles.  None of that precludes me from providing a valuable Professional Fundraiser’s Assessment of the Shriners’ commercial above:

The problem with this ad for Shriners’ Hospital is that it doesn’t go far enough. It goes right up to the edge and hesitates.

Bottom line: If you’re not inspiring AND terrifying your audience, they’re not hearing why they should give to you to make you stop talking.

My 3-Point Pointers for Insperrifying™ Medical-Model Messaging (3M™)

1. Love = Cure. You’ve laid the groundwork, now close the deal. You’ve got the kids believing love is about walking. Now have them say what you really mean: “My parents will hate me if I can’t walk!”
2. Kids ♥ Begging. Whether it’s for a puppy or surgery, kids are world-class chin-tremblers. Yet you haven’t even given them the tools they need.  What, Shriners’ can’t afford a couple of tin cups?
3. Follow Your Non-Bliss. On-camera talent should appear in naturalistic settings that echo your message of disability = despair. A seclusion room in a badly run public school.  Waiting at a stop where the bus rolls by them. Watching fundraising commercials for people “like that.”

Remember: Real World Fundraising™ measures itself on the Jerry Scale. On the Jerry Scale you have to scare to score!

Wishing you all a very happy #GivingTuesday on December 1st!