Written by Glenda Wynyard
In today’s interconnected world, we’re becoming increasingly aware of social and environmental issues. We want to support companies and brands that align with our values and actively contribute to positive change – and many a consumer and organisation have caught wind of this way of shopping, supporting and thinking. This has given rise to what many now call ‘socially conscious marketing’.
This is not just a trend. It’s a powerful tool for both NFPs and corporate businesses – and if used correctly, it can make a real difference while building a loyal customer base. This GW’s Fast Five is dedicated to NGOs, NFPs and charities but don’t worry, these tips can be applicable for our corporate friends as well.
#1: Build your brand to build authentic connection
Investing in your brand isn’t solely for corporate giants. NFPs are beginning to understand the value of building trust and measuring the impact of their brand. In a competitive space where many people are being asked for donations, it's crucial to differentiate yourself and appeal to the right audiences authentically. By investing in both acquisition and brand building, NFPs can create long-lasting connections with their supporters and therefore, gain ongoing financial support.
#2: Understand your audience to understand connection
Don’t just rely on the impact of your cause to build long-term donors. To effectively engage with your audience, focus on also understanding their behaviours and motivations. While highlighting how your cause helps the community is motivating, successful charities also take time to identify the right audience, utilising research and data to also understand their needs and desires. This audience-centric approach will help you generate awareness, incite behaviour change, and motivate people to donate and act.
#3: Being adaptable is vital to retaining relevance
The world is constantly evolving which means NFPs must adapt to economic and environmental factors that may impact their fundraising efforts. The ability to be agile is critical to success. The COVID-19 pandemic highlighted the importance of reacting quickly to unforeseen challenges. By embracing agility, you can respond effectively to changing circumstances, ensuring your marketing efforts remain relevant and impactful.
#4: Guilt tactics can only take you so far
Gone are the days of the good ol’ fashioned guilt trip to get people to donate. Whilst a shock factor or guilt trip may be effective when time is of the essence (e.g., the catastrophic Aussie bushfires in 2020), it makes a one-off donation more likely. We want to turn donors into advocates. So, emphasise the positive impact your organisation has on society, create authentic connections, and strive to educate supporters about the meaningful change they can achieve.
#5: Show genuine commitment to the cause
Now more than ever, authenticity is highly valued, and businesses must avoid being perceived as inauthentic or solely driven by commercial gain to acquire ongoing support. Younger audiences (in particular) detect tokenistic affiliations and corporate virtue signalling faster than the latest Harry Styles concert sell-out. Therefore, it’s the responsibility of fundraisers to guide organisations in aligning with causes genuinely and transparently. Demonstrate a true commitment to your mission and engage employees in the decision-making process and you’ll build trust and establish meaningful connections with your audience.
Socially conscious marketing is transforming the way businesses engage with their consumers – and mostly, for the better. At the core of an NFP business, we need to remember that while raising funds is the objective, the way these organisations tackle and approach fundraising is the difference between a blatant “no thank you”, a quick fix or a longstanding, trusted relationship. Sometimes it’s not about what we’re doing, but how we’re doing it. As marketers, either for charities or corporates, this is something to keep in the back of our minds. After all, what are we without our audience?
This article is part of a series following the topics covered on our podcast, Pending Approval.
Glenda Wynyard is the Managing Director of The Media Precinct and host of the Pending Approval podcast. She draws on her wealth of experience in advertising to bring you key ideas from the topics covered in the show.
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Transcript - Pending Approval Ep 24: Being socially conscious Conchita Casteigt
Glenda [00:00:00] Before we get started, we'd like to acknowledge the traditional custodians of the land on which we produce this podcast, Gadigal Land of the Eora Nation and pay our respects to their elders, past, present and emerging.
Speaker 2 [00:00:13] May I have your attention, please? This is Pending Approval, advertising from the inside out.
Glenda [00:00:23] Hello and welcome to the Pending Approval podcast, advertising from the inside out. I'm your host, Glenda Wynyard, with me is the evergreen and every young Jack Geraghty. For those of you that don't know me, I've been in advertising and media for a million years, and I think that makes me a little bit of an expert. Jack, on the other hand, is a strategist that works with me. How long have you been in the industry now, Jack?
Jack [00:00:48] Oh, I don't know, six or seven years.
Glenda [00:00:50] Oh, my gosh, you've got a long way to go to catch up.
Jack [00:00:53] Well, yes, who's counting?
Glenda [00:00:56] Are you enjoying yourself, Jack?
Jack [00:00:57] I am. I am. Do you mean in life generally or on the podcast?
Glenda [00:01:00] On the podcast, what else would you be enjoying?
Jack [00:01:06] Well, the answer to both is yes. It's been great. I feel like we're building up a bit of momentum on the podcast. I feel like we're getting into our groove a little bit, finding our vibe.
Glenda [00:01:15] I think we're on a roll.
Jack [00:01:16] I think so too.
Glenda [00:01:17] I think we really are, look, we could almost be called seasoned veterans now.
Jack [00:01:21] Getting close to that point for sure.
Glenda [00:01:24] Yes, we're missing still the decent soundtrack. You still haven't given me what I want.
Jack [00:01:28] That's true but there's only so much you can do with the royalty free. I know you're after Snoop Dogg, but I just don't know if it's within budget.
Glenda [00:01:34] He totally would want to do it. I worked for McCann and they got P Diddy and he did a rap called McCann did it and we had to actually roll that out globally. It was pretty cringe, I've got to say.
Jack [00:01:47] That does sound a bit on the cringe side.
Glenda [00:01:50] Now, Jack, I'm excited for today's podcast. Let's tell all our listeners who we've got joining us today.
Jack [00:01:56] We've got the wonderful Conchita Casteigt joining us from Ronald McDonald House. Welcome, Conchita.
Glenda [00:02:03] Hi, Conchita, it's so good to see you again.
Conchita [00:02:06] Yes, it's lovely to be here.
Jack [00:02:07] So I've got a number of different things we want to talk about today but at Media Precinct and Resolve, we really pride ourselves on being informed storytellers.
Glenda [00:02:17] Oh, my God, you are so indoctrinated in the family motto, aren't you?
Jack [00:02:23] Well, it's all about as you told me, Glenda, you got to know the line that you tell your family and friends at the barbecue so that's how we identify and how we kind of brand the agency or inform storytellers. An integral part, I think, of being an informed storyteller and an audience-led agency is understanding people and the role that advertising plays in the bigger picture. So today we're going to talk a little about charity and joining in this discussion we have Conchita, who is a marketer who's worked with us across some great TMP campaigns with the Cerebral Palsy Alliance.
Glenda [00:02:54] Chita, it's so great to have you on board. Now, you may not know this, but one of the things I throw the guests under the spotlight because it's great to give listeners a bit of a background on who we're interviewing so can you give us a bit of a bio?
Conchita [00:03:11] Okay, as you've just mentioned, I now work in fundraising, but actually I started my career in the world of corporate marketing and my motivation to get into corporate marketing, funnily enough, was to leave England and go and live overseas. So it was mainly to find a career where I could go work and live overseas, which is what I did for a while. Landed in the world of toys and for a long time worked in that field in marketing, then moved to Australia and started working for FMCG companies. And then after about 15, 16 years in the world of corporate, decided it was time for a change and decided to go and work in the not for profit sector, started working for what everyone colloquially knows as the Healthy Harold people so life education. And then, as you know, working with you on the STEPtember campaign and Cerebral Palsy Alliance, Glenda and I'm now at Ronald McDonald House Charities that was my journey.
Jack [00:04:10] Lovely, well, it seems like you've had a really interesting mix Conchita, I think between obviously more commercially focused clients at Johnson and Johnson and Hasbro, but also number of not for profits and charities, as you mentioned. What do you think is sort of the biggest difference in working between those two sectors in the marketing space?
Conchita [00:04:27] I think for me the eye opener was that there are actually more similarities and differences and the real difference is that what we're really doing is asking people to part with their money for nothing tangible just to feel good so that's the biggest difference. And I think, you know, when you're in the corporate world, you're selling a product and that makes marketing easier in a sense, because you can see the tangible thing you're giving to them. But really what you're selling and you're still selling in the not for profit sector is to make people feel good about themselves and for organisations to feel good about their reputation and about the people you know, the people who work for them so to me that's the biggest difference. But as I say, it's more that there are more similarities than differences.
Glenda [00:05:12] It's really interesting, isn't it because you make that point, you're selling basically nothing. It's that feel good.
Conchita [00:05:21] Absolutely.
Glenda [00:05:22] But do you think that social consciousness is actually more prevalent now? I know people are more conscious about things and I'm not really putting that but from a brands perspective, in 2023, do you feel like those socially conscious organisations are actually really growing now? And so a trend is there that wasn't there perhaps maybe ten years ago?
Conchita [00:05:48] Absolutely and I think it was probably when I started in the sector, which is probably about 15 years ago, is when that was just starting. And it was a really interesting transition because I think a lot of the not for profit organisations didn't understand that. And they were really, I know, you know, they were really tapping and just guilting people into giving money rather than understanding that you could bring in those bring marketers. There were no marketers in the not for profit sector before and it was quite, I remember going to a presentation with Markus Bleece where he explained how at Cerebral Palsy Alliance, he actually helped them understand that they needed to do marketing. And that's exactly the conversation I was having with people at Life Education. We're selling a concept, we are selling something. We have to market this and we can do so much better. So it was two ways, it was the organisations understanding that they could become more socially conscious and how that could benefit them. But it was also from a not for profit sector understanding almost how they could become more commercially savvy and do better as well. And I think, you know, we're getting there now, but 15 years ago, that was not the case.
Glenda [00:07:02] Well, I think sort of regardless of which sector we're operating in, I think in this world of marketing, we talk between brand building and sales activation or sales acquisition is kind of, you know, the two ends of the funnel, if you will, with fundraising and donations forever visible, obviously in the charity and not for profit space. How have you found navigating that mix between still having, you know, the need for brand building and investing as much as you can into that versus the lower funnel and acquisition in charities?
Conchita [00:07:31] Yes, you've hit the nail on the head with the word investment. I think that's one of the keywords. I think still quite a few not for profit organisations understand obviously the need to invest in acquisition. I'm not sure everyone still understands the benefit of investing in brand and I've been lucky enough to work in organisations that do. I think that makes a massive difference because that brand building is what builds the trust and that is so critical and that is measures that the not for profit sector is starting to get better and better at measuring. So I think it's an area that's really developed in the past few years within the not for profit sector that idea that you should invest in both that it is about brand building and about acquisition and really understanding the total funnel, not just the acquisition.
Glenda [00:08:16] And you know, like given your background, you've worked with companies like J&J or Hasbro are there learnings that you can take from those brand-led organisations or product-led organisations and really sort of help build a brand and build that process within a not for profit or a charity or even a charitable campaign like a STEPtember for instance. So are there particular tactics that you that one employs over another or that you can take from one and actually bring to life.
Conchita [00:08:50] You can adapt, I don't think you can entirely take in because I say it is, it is selling, but it's selling, you know, a feel good factor. It is looking at audiences, but your audiences are donors. You're not giving them a tangible product. So you can adapt certain things into the not for profit space and the process of doing that is similar. But I think the key learning for me that I really wanted to bring into the not for profit sector, not just me, but a lot of us who at that time was starting to understand that need for more marketing in the not for profit space was that it, we had to understand our audiences better and be a little bit less internal focused. I think that was one of the key learnings from that corporate space and from those marketing techniques, so that it all starts with who you're trying to convince to behave in a certain way your audiences and that that's okay to focus on them. You're not taking away from focusing on the cause or the people that you're helping. In fact, they're at the heart of how you convince the audiences to engage with you. But so starting to bring those research practices and the idea of looking at data and looking at your donors and understanding their behaviours and influencing their behaviours that was the main piece that came from the corporate world into the not for profit.
Glenda [00:10:06] And I often find, particularly when you're in fundraising mode that you just have to be much more fleeter and much more quicker and fluid than you would perhaps in a in a traditional marketing environment.
Conchita [00:10:19] Absolutely and, you know, it's become such a competitive environment as well. And you're so influenced more so than in the corporate world by, you know, economic and environmental factors. I mean, if anything, you know, is what you and I went through, Glenda, with STEPtember and COVID, you know, it was we had to be so reactive to a different environment. And those economic factors and those environmental factors that just completely changed the world of fundraising for that year. And then a couple of years later, it all changed back again. So absolutely, you have to be a lot more, everyone hates the word, but you got to be a lot more agile.
Glenda [00:10:57] Yes, you do.
Jack [00:10:58] I think on that, you know, looking a bit more at audience from a charity or not for profit perspective, I just wanted to take a step back and explore the evolution of messaging in these spaces from a marketing perspective and get your thoughts on that. I think what we've noticed in a lot of the research we've been seeing recently is that messaging or at least effective messaging in the charity and not for profit space is moving away from, you know, these guilt or even sometimes shock tactics that people tended to use historically and moving more towards a bit more of a positive spin and kind of championing the impacts that the charity or not for profit can have on people and celebrating that and focusing on that in the messaging. What's your experience been with that and how that's evolved over time?
Conchita [00:11:42] Yes, I absolutely agree with that, I think charities or their donors, whether they're an organisation, whether an individual donor, what they're really interested in you telling them about to encourage them or to convince them to engage with you is the impact that their effort, their donation, their volunteering, whatever it is that you're asking, the impact that's going to have in society is a much stronger message than to guilt people into giving money. And you then also create a relationship with them rather than just a one-off donation. I think guilt can lead to a one-off donation. And there is still a space for that in certain, you know, emergency campaigns or it's not an area that I've worked in. But I think that there is still a space for that where there's a very specific need at a specific point in time and it's an emergency and you've just got to solve the problem, then you guilt people into doing that. But I think most of us now in the not for profit sector, what we're really looking at is developing those long-term relationships with the people who want to become almost a part of our organisation and advocate for our organisation. And you do that through helping them understand the impact and why they want to be a part of it with you. And it really is, you know, for me it's about you look at the data, you look at the stats and then you bring that to life through those individual personal and relatable stories that demonstrate the impact that they can have, the positive impact that they can have.
Jack [00:13:11] It's interesting you say that that idea that guilt or shock tactics can still be effective, but sometimes they're more effective for a one-off donation. Do you think championing and heroing positivity is a better way of building brand from this perspective in a relationship over time?
Conchita [00:13:25] Absolutely, I absolutely think so. They then feel and again, it's understanding your segments and understanding what's going to resonate with them, what audiences you're going to appeal to so that you can build that connection with them.
Glenda [00:13:40] This is going a little bit off topic, but on that vein, we saw what happened with [00:13:46]Barbara [0.0s] and her when she put a call out for the bushfires and they raised so much money and then that money was going to one organisation and it wasn't able to be split amongst multiple organisations. If we, God forbid, end up in another season of bushfires this coming Christmas or this coming summer season. And there is not the resources that we would think that money was raised and should have provided for, what impact do you think that will have on those quick, we need emergency fundraisers.
Conchita [00:14:27] I think the main problem with things like that is that it just erodes the trust of people that, you know, their hard earned money and they want you to do good with it. And you have a responsibility as a fundraiser to ensure you do it the right way. And so, yes, you know, hopefully what came out of that are some learnings and that's all you can do and hopefully they won't find themselves in that situation. I don't know. I wasn't involved. I don't know enough about it. But if I think of other campaigns where potentially we've done things in a certain way, you learn from that and you understand that responsibility. You have to use that. It's a big responsibility; use that person's money to do the right thing.
Glenda [00:15:06] And people do want outcomes, they do want to see the outcomes that are coming through.
Conchita [00:15:12] And so they should.
Glenda [00:15:14] Just getting back on track again in thinking about advertising and from a marketer's perspective, what elements do you need to put into place to really make a strong creative campaign on behalf of a charity?
Conchita [00:15:29] I think for me, I think the main thing is identifying the right audiences. I think that is critical. As I say, I think we're in such a competitive space right now. There are so many people being asked for so much money. And if you can't be truly targeted and authentic about the audiences that your cause is going to appeal to so I think for me, it really is that idea of starting from the very beginning and as you do in marketing, doing the research, understanding your audiences, data is king and investing in that I think the rest just flows like it's more embedded, but I think that's something that we need to do better. And we are doing better in the not for profit sector.
Jack [00:16:17] And is there a particular campaign that you think of when you think of sort of a best over or a gold standard of advertising in this space?
Conchita [00:16:24] Kind of a question is that, it has to be what we did on STEPtember right, Glenda?
Glenda [00:16:27] It was pretty cool. It was pretty catchy.
Conchita [00:16:30] It was very cool but look, there are others. There's one actually that like the world's greatest shave Movember. They always do amazing work and again, they've been innovative. They've brought some of those disciplines from other industries and kind of opened themselves up to seeing what other people do. And I think that's great and I think that's helped them a lot. They know their audience very well. They know whom to target. They know whom they're talking to. One for me that is an interesting one, it's actually one that we were shown by one of the agencies that worked with us to develop the new branding for STEPtember is a campaign, I think you've probably seen it as well, Glenda, the SickKids VS campaign. And to me, that was a one that was really every time I watch it and as a mother, I think it's because I am target audience. Basically the balance of that one between the need and the positive outcome, if you meet that need in a I think it's a two-minute ad, it's quite a long ad. It is just such a great job. It really does. I cry every time I see it.
Jack [00:17:37] I have to check it out. I don't think I've seen it.
Glenda [00:17:38] I think there are some great campaigns out of the UK too, when I look at it, there's a great gift or legacy it is around the will space where they're targeting people with dementia. And they're targeting the like aged people and so they've really understood that this older audience and they need the legacy, you know, they need that legacy gift. You know, they probably are more akin and more attune, they probably know a lot more people with dementia and therefore they're actively targeting them. And it's that insight into that audience and then being able to actually create a piece of communication that talks directly to that audience I think is brilliant because they've matched like age with like age type scenario. And it's very, very well done.
Conchita [00:18:30] There's another one, I was actually asked the question just before coming here to a couple of my colleagues, what do you think? And there's one that a common friend of ours told to me about was the Polished Man. I don't know if you've seen that one, which is about violence against women and children and it's very again social media so going to other channels and it's very social and influencer led and it's men, well-known men and influencers and just painting one of their nails, polishing one of their nails with no varnish and then saying their piece around, you know, violence against women and children. So again, I thought that was simple.
Jack [00:19:08] I am strongly familiar with the trend that's evolved off the back of that but I haven't actually seen the original work so that's really interesting, I'll have to check it out.
Glenda [00:19:16] I think there are some other great campaigns out there for more broader organisations like Paralympics and things like that, the one out of the UK.
Jack [00:19:24] That was the one I was going to mention as well.
Glenda [00:19:25] Very emotional campaign. I don't know if you saw that around the Paralympics in the UK and very powerful, very emotive and you sort of get there and you think, yes.
Jack [00:19:37] Absolutely, I think that's the one you mentioned before, Conchita that's one that still makes me cry every time. It's just so emotionally provocative isn't it, in the way that it still does very much. It's about celebrating the positives and championing, it's about championing ability more than anything. But you are still reminded of some of the things that have happened to these people as well and it's just it's an incredible journey. Of course, for us, it has a bit of a hip-hop backtrack to it. So I think that, you know, resonates with us and getting us a little bit, you know, and excited. So yes, it's an emotional rollercoaster but yes, it's very cool.
Glenda [00:20:12] It is very cool. We talk about the social consciousness and it's a real buzz phrase within our industry and organisations, you know, marketers out there, it's mixed by, you know, you get a lot of mixed reception too when it comes to different audiences. I think we kind of assume that social responsibility is undeniably positive, and a lot of audiences, particularly younger audiences, can tell when a brand or a company's affiliation is tokenistic or if it's actually just designed purely for commercial gain. What's your perspective on the corporate virtue signaling, and have you been exposed to this in your career?
Conchita [00:21:01] It's actually a really difficult one when you're in your fundraiser, and I've worked in that corporate space, so I've managed sort of the national corporate partnerships of organisations. It's a really difficult one because getting the money means you can do a lot of good. So it is a really difficult one and I think it is easy for organisations to fall into that trap of it not being honest and being too transparent that it is just for commercial gain and it actually doesn't benefit them. So I think there's a responsibility as fundraisers to highlight that to the organisation. So all the responsibility for that I don't think sits with the corporate, you know, corporates are seeing this as a trend. They're being asked by their employees to get involved in causes. They're being told that if they get involved in causes and support the community, their employees will be happier working for them. So of course they're going to go out and try to do that. And it's really difficult to find the right course and to be authentic in that and I think we can help them, we can. We've got a responsibility as well to help them understand the right cause to align to in the right way. So I don't think that's all the responsibility of the corporates. I think we're the specialists. We should support them in helping them understand the right cause to align with whether it's us as fundraisers or, you know, yourselves as agencies that can also support them in doing the right thing the right way. But ultimately, you know, I think everyone comes from a good place to want to support. But yes, it's just doing it the right way.
Glenda [00:22:46] And do they have to have some kind of connection to cause to actually be the most effective?
Conchita [00:22:52] I don't know if they have to have a connection to cause they have to have an affinity to cause. I think sometimes pushing for a connection to cause is very hard. If you think about some industries, it's really hard to find what is your connection to cause. I think an affinity and what a lot of corporates are doing, which I think is really strong and really good, is asking their employees. Actually not just looking at the commercial side of things and saying, you know, there's a link commercially, but actually using the voice of their employees to say what's going to be meaningful to you? What's going to resonate with you? Who do you want us to get? There are a lot of organisations doing that now, running surveys and actually putting it back to the people that they need to be authentic with. I think that's another way of not just making it about a commercial exercise.
Jack [00:23:44] And beyond that, Conchita, do you think, I guess beyond donating to or aligning with a particular cause with the marketing budgets that a lot of bigger brands have, do you think there should be an inherent level of responsibility for them to advocate for social good in their comms to an extent.
Conchita [00:24:01] It depends how they're prepared to do that so some of the experiences that we've had is that the willingness to do it well is there, but it's not always the best mindset to drive the right outcome for a charity. I don't know if I'm explaining myself very well in that sense.
Jack [00:24:21] No, I know what you mean.
Conchita [00:24:23] There are, you know, organisations who are very willing to connect you to their advertising agencies or to their agencies doing other pieces of work, but ultimately their mindset is commercial. So unless they do that but with the right experts in the room that understand fundraising, you're not going to get the right outcome. So, yes but again, we have to drive doing that properly, not just for the sake of it, because a pure commercial brand ad is going to be very different to a course related fundraising ad. Although some of the elements are the same, you kind of need to respect the differences as well.
Jack [00:25:04] Of course.
Glenda [00:25:06] You know as organisations like often a charity started or an organisation like a Cerebral Palsy Alliance is started off the back of someone that's lived experience.
Conchita [00:25:19] Absolutely.
Glenda [00:25:19] And then they've got a passion point and then as that organisation grows, it becomes more of a business and I do wonder sometimes if a lot of these organisations, some of the struggles that they have is because of the passion versus the business elements that come into play.
Conchita [00:25:43] Yes, I think that's changing and I think it's about those charitable organisations for those not for profits understanding that business is not a dirty word and it's okay. It's okay to bring in business discipline. You're not going to lose your passion. I was passionate about toys when I worked in the toy industry. Genuinely the best jobs I had, you know, inventing toys, amazing. So if you channel that passion, well, it doesn't have to be to the exclusion of sort of business principles and running your organisation as a business. But I think that shifting, I think most not for profits understand that those business disciplines, that investment, that, you know, approach to doing the groundwork, the research, the data analysis, those disciplines are coming into play now and they're very evident in a lot of very successful not for profits.
Glenda [00:26:45] Yes, so Conchita, we're coming to the end of the show and I always save this most important question for last, because I think it's the best of all but Conchita, what is the most useless invention of all time?
Conchita [00:27:00] Okay, well, look, I'm going to go pretty obvious, and it's just something that really annoys me, it's cigarettes.
Glenda [00:27:08] I love that you said that because I have a real dislike for Vape, so I think they are a waste of space.
Conchita [00:27:14] They've got no redeeming features, I don't understand that would be my useless invention.
Glenda [00:27:20] I am an ex-smoker. I used to have a cigarette.
Conchita [00:27:23] Yes, I think we all dabbled.
Jack [00:27:26] We've all have our vices every now and then but I can't help but agree that it's, as you say, there's not really any redeeming qualities. There's not a great deal of point to them is they don't really achieve much, it is just a bad habit.
Glenda [00:27:36] Even the Vape, the vapours, just like, what are you sucking on?
Jack [00:27:40] I don't know.
Glenda [00:27:41] I know, I dread to even think about it.
Jack [00:27:44] Looking at Pat at the producer spot, who I know we're both partial to it to a Vape every now and then after a couple of sherbet. But, no, I agree.
Glenda [00:27:52] Sherbets?
Jack [00:27:52] Isn't that what you call a champagne or a beer?
Glenda [00:27:59] I'd never heard of that.
Jack [00:28:00] Maybe that's just something but I think people know what I'm talking about, a couple of sherbets maybe that's just something my dad used to say.
Glenda [00:28:08] I don't know, I'd never heard of it before.
Jack [00:28:10] There were a few things.
Glenda [00:28:13] My dad doesn't drink; believe it or not, he doesn't like a cheeky rose, like I do.
Jack [00:28:17] You are the rose queen of the office.
Glenda [00:28:19] I know, I am definitely the rose queen.
Conchita [00:28:21] That's why I love working with Glenda, I love rose.
Glenda [00:28:24] I know, but my dad doesn't drink, surprisingly enough, and nor does my husband.
Jack [00:28:30] Well, they're probably all the better.
Glenda [00:28:31] I know, I take up their share.
Jack [00:28:34] Someone's got to do it.
Glenda [00:28:37] Someone has to do it.
Jack [00:28:38] There you go, well, that's it from us and thanks so much again for joining us, Conchita.
Conchita [00:28:42] Thank you very much.
Jack [00:28:42] I think I actually fully pronounce your title earlier, but the GM of Marketing and Fundraising at Ronald McDonald House Charities Australia. So it's been awesome to have you on board and talk a little bit about, you know, the charity and not for profit space and get your perspective on that, you know, compared to some more commercial brands, because I think we've all had a little bit of a mix of that in our careers to date. So it's really interesting to explore the differences and the similarities between those realms. If you want to find Conchita's bio and link, it will be in our credits, as always, for all of our guests. And if you want, get in touch with the GW or myself again; please just see the contact details in the bio.
Glenda [00:29:18] And of course you can join the Pending Approval community so you can sign up at our mailing list or you can join in on the conversation up at mediaprecinct.com.au/pending approval. Well, Conchita, it's been so lovely to have you. It's so great to see you in the flesh.
Conchita [00:29:35] Thank you, it's been lovely to be here.
Glenda [00:29:37] I just want to say goodbye, everybody, keep cool till after school.
[00:29:42] May I have your attention, please. This is Pending Approval, advertising from the inside out.