I am often struck at how some of the best people at the best companies make big mistakes just because of lack of attention to detail. Some wonderful ideas or initiatives can get in trouble because of bad execution.
Small example: I was forwarded by a team member a very cool and innovative program from CHASE to donate $5 million dollars to charities chosen by the community. Beyond being generous, it also was designed to build the CHASE brand and goodwill by encouraging Facebook users to vote for their favorite charities - nothing wrong with that in my book.
You’d think that when you are donating FIVE MILLION DOLLARS you’d be very careful with how you phrase things and execute. Yet the home page of the campaign had the following image describing the program:
Can you spot the problem?
They commit to donate $5mm yet their plan only adds up to $4mm!!! ($2.5mm made up of $25k to 100, plus $1mm big gift, plus $500k made up of 5 grants of 100k).
I couldn’t believe it. I spent a lot of time trying to figure it out and deeply-buried in the site’s legalise was an innocent answer - they had failed to include another step through which they are going to give out $1mm more.
The eligible charity receiving the most votes will be awarded $1 million, the top five runners-up will receive $100,000 each and the 100 finalists, including the top winners, will be awarded $25,000 each. Additionally, a special Advisory Board led by prominent national philanthropists will allocate $1 million to the nominated charities of its choice. [emphasis added]
But countless users will be suspicious of CHASE’s generous plan just because of a silly lack of attention to detail.
Tags: Advertising (good vs misleading), Philanthropy, Entrepreneurship and Management, Marketing by daniel
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