Re - in - vent- ing: Do - nate

Working With Copy - Donate

Ok so this is the first point that I am going to start to work with the copy of the campaign. I decided to start with the word DONATE; and to start to think about what it means to me and others; does it or does it not have a negative connotation? Does it influence or put people off from giving money to a charity? I decided that I would start to break the word down, looking at what the word means to me and alternatives that could be used to give a different 'slant' to the act of giving money.

For me donating/ donate/ donation all have a negative impact on my response to giving money to charity, I don't know what it is whether or not the word is over used; or whether I think it implies something that may not happen; a word full of false promises? I started by outlining what the word meant to me and what questions this raised in terms of re -inventing the word and it's meaning.

After thinking about what the word Donate means to me and listed things that should be considered when considering the new word; I started to mind map possible words that could be used in place of donate, giving a fresh slant on giving to charity. Here are the words I came up with.

I've a range of words that could possibly be used to freshen up the word donate; some good, some not so, but it's always crucial to get the rubbish ideas down as well as the good ones.

Some of the appropriate words could include:

• Support
• Give
• Nurture
• Sponsor

Developing the chosen words further:

Support

I really like the word support as it really makes the 'supporter' feel involved with the cause to which they are giving their money. It would be effective to say 'support this research project' next to each video, as the word support implies giving money but it isn't pushy and gives a real sense of help.

Give

I think that the word give would be effective if you wanted to add more pressure to someone or something, but I think that it may be a little out of context for this cause. It sounds quite forceful in its approach, something which I don't really want to pursue.

Nurture

'Nurture this project' has a very motherly feel to it, it give a sense of watching something develop and grow. I.e. watching and supporting a research project from start to finish and continually giving money. However I think it may be too subtle, and takes away from the seriousness of the cause.

Sponsor

Sponsor again like nurture it gives a sense of continual support rather than one off donation, which may put people off a little. It is also a little unoriginal, giving nothing different nor 'a new look to giving to charity.

'Support This Research Project'

DONE.