Alaskans are generous. Giving and volunteering take place year-round. And in a state with a healthy number of nonprofits, there’s no shortage of opportunities to invest in the things most important to us.
Even though it’s a relative newcomer, Pick.Click.Give. clearly has been a tremendous success for Alaskans and the nonprofits that enhance our quality of life. In its first five years, Alaskans used PCG to invest more than $7 million into the arts, education, recreation, and meeting basic needs of some of our most vulnerable neighbors.
Research tells us that 78 percent of Alaska adults know about PCG. Yet, only four percent of Alaskans actually pick, then click, then give. We wanted to know why, so we asked. Here’s what we learned.
• Some Alaskans need their PFDs to pay bills. They just do.
• Some Alaskans don’t give.
• Some Alaskans already give enough, prefer to give in other ways, or have giving traditions they uphold.
• Some Alaskans want to give more, think giving is important, and say giving makes them happy.
We also learned that above all, Alaskans are proud to be Alaskan. We love this place, in all of its difficulty and majesty. We externalize that love by being both fiercely independent and inter-dependent. We are contradictions with hearts of gold.
Our challenge was to use this information to create a new campaign for PCG that moves Alaskans from awareness to action. We’ll do it by tapping into the love and pride we feel for our state and connecting it to the importance of donating to the nonprofits that make Alaska an even better place. We hope to grow PCG participation from four percent to six, or eight, or even 10. (The fact that the dividend payment is expected to be nearly double next year should also be a little wind in the sails!)
We decided to focus on those who tell this story best – Alaskans who talk about their love, regrets, what’s important, and how they feel about giving. PCG is the tool. Connecting with what we love is the task at hand. Lovalaska was born.
This is just one of the videos from the new campaign. Here are others. Please share and add to the conversation. How do you Lovalaska? And how will you use PCG to show it?