Casting Philanthropy: How Barbie Could Guide Modern Giving

According to a survey by The Quorum, of Barbie ticket purchasers in the U.S., an intriguing pattern emerged. 22% couldn’t recall their last cinematic experience or revealed Barbie was their theater comeback post-pandemic. This indicates that almost a quarter of these moviegoers bypassed notable post-pandemic releases. Yet, the appeal of Barbie’s marketing and the character’s charm was too irresistible to pass. ?

The film did more than merely entertain; it breathed life back into an industry. In philanthropy, we echo this spirit: re-engaging past donors, nurturing the present ones, and welcoming newcomers.?

Of the audience surveyed, 45% thoroughly enjoyed Barbie. Yet, high ticket prices were a barrier to their regular cinema visits. They hinted it’d take another sensation on par with Barbie to make a repeat visit. Conversely, 40% felt a renewed passion for the big screen, attributing their revived enthusiasm to Barbie.?

This cinema trend offers a lesson for philanthropy. Nonprofits have a challenge - and an opportunity - to reconnect with those who once championed their causes but drifted over time. And there’s an even greater challenge to get those who have never given to get their first experience to change lives in this way.?

The magnetic pull of an engaging story, be it in film or philanthropy, is evident. Understanding donor motivations becomes essential as we strategize, especially for those awaiting a compelling reason to re-engage. With this knowledge, our messaging can be tailored, optimizing engagement and amplifying impact.?

Barbie knew its audience, inspiring many theatres to teem with those wearing pink. Donor acquisition is similar to attracting moviegoers to a new film. It’s about reaching out, sparking interest, and, ultimately, converting that interest into action. The beauty is that we’re getting better at it every day. We’re talking to fewer people but reaching more hearts, more minds, and more potential donors. And it starts with knowing your audience through data, as with SimioCloud, and showing that you know them by targeting your marketing.?

Each person you connect with isn’t just a potential donor; they’re a potential ambassador. People who care deeply about giving to an organization they’re passionate about tend to share that joy with others. They become a part of your donor family, extending your reach and amplifying your cause’s impact.?

The best message, though, is that it isn’t enough to talk only to those who already believe in you, whether it’s welcoming back repeat moviegoers or repeat donors. It’s bringing new folks into the fold. Every minute of every day, a donor will pass away, and a non-donor will be born (babies are notably non-philanthropic). For our organizations to thrive, we need to convert people to the joy of giving and make giving joyful. That means engaging in strategic but non-individualized communications like DRTV, influencer marketing, PSAs, outdoor advertising, and more.?

In this way, we can preach to the heathen, not the choir. Our goal is to welcome more individuals into the grand stage of philanthropy, amplifying a wave of generosity that resonates beyond our immediate community and leaves an enduring mark.?

Philanthropy is like a heart that keeps the body of society alive and thriving. Through these acts of generosity, we see real change in our communities. Just like a movie theater requires an audience, philanthropy needs supporters who share their passion for a mission and are willing to contribute to the causes they care about.?

Inspired by the monumental success of the Barbie movie, we envision a renaissance in philanthropy—one donor at a time. The act of giving is a joy that everyone should experience, and every cause deserves its champion.