110507 Photo by: Swell Dame, flickr

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11/05/07
Photo by Swell Dame, flickr
Spreading the essentials around our office,
throughout the web and across the world
Social Marketing To Go
Katya AndresenConversations on Social Marketing
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Phnom Penh, December 1996
Rich Garella, Flickr
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Jim Daniel, Flickr
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H. Neu, Flickr
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Denver, October 2001
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GM got it. The do-gooders didnt.
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The essentials are good but unknown
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1. Knowing mission statements arent enough
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2. Looking at the world from the point of view
of our audience rather than our own
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3. Learning information is not enough.
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We need a new delivery area
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Where social marketing thinking belongs

• Where it already is (outreach program)
• Media relations
• Training the trainer
• Fundraising
• Online, in Web 2.0

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What I put in the to go box

• A message
• Why me?
• What for?
• Why now?
• Who says?
• THENMake it EASY TO ACT

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Why me?
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Why me speak to THEIR values

• CONNECT TO
• To their existing values
• To their existing feelings
• To their existing desires

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What Are Their Values?

• Rest/sleep
• Convenience
• Comfort
• Health and well-being
• Time
• Safety
• Security
• Predictability
• Control
• Pleasure
• Fun
• Excitement/thrills
• Love
• Sexual fulfillment
• Friendship
• Emotional support
• Participation

• Self-improvement
• Beauty/physical appeal
• Pride of ownership
• Independence
• Privacy
• Conformity
• Achievement
• Style
• Social status
• Admiration
• Approval
• Attention
• Profit
• Savings
• Power
• Hope
• Happiness

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The Cold Hard Truth about Values

• They may change, but we cant change them
• So dont bother trying
• Identify and appeal to whats already there
• Group audiences (for example, donors) by their
  values in order to get the best chance of
  connecting (segmenting)

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What are the values of

• Teenage girls?

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What are the values of

• The fundraisers in this room?

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What are the values of

• Potential CARE donors?

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What for?
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What for?

• Whats in it FOR THEM personally?
• What good will come about BECAUSE OF THEM?

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Its not about our organization. Its about what
we do for our audience.
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Whats in it for them? A reward that is

• Immediate
• Personal (not collective)
• Reflective of audience values
• Better than competing benefits (messages)
• Credible
• Not necessarily highly relevant to our cause

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Whats the impact?

• What will happen if they give?
• What good will result because they acted?

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Donors

• What for supporting an entrepreneur half a world
  away?

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What for through the donors eyes
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Moms

• What for leading a girl scout troop?

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Ukrainian Twentysomethings

• What for voting?

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The Faraway Future vs. Instant Gratification
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What for?
Kyle Paxman canceled her wedding six weeks before
it was to take place, but decided to turn the
planned party into a fund-raising event for
charity, reports The New York Times. Ms. Paxman
invited her guests to write checks to CARE, the
international aid group, and to the Vermont
Childrens Aid Society. She selected CARE after
seeing an ad for the charity that showed women
striding across a desert, and four of them saying
to the camera, I am powerful. The idea of
supporting strong women, she says, was
particularly appealing to her, she says, as she
was declaring her independence from the man she
planned to marry.
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Why now?
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Why now?

• Its an emergency
• Theres a deadline
• Something important is at stake
• This is new and different

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Thanks to J. Colie, Mercy Corps
Crisis in Lebanon Help Us Respond
69,614
6/25/2006
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Helping Youth Solve Unemployment
1,115
2/1/2006
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Contests are good!
We put the information on our websiteconstantly
updating them donors as to how we were
doingour volunteers were really eager to try to
get the matching grant, but they also reached out
about our mission. -Kristy, Bubel-Aiken
Foundation
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Special is good!
Kisluvkis, flickr
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Who Says?
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Who says hopefully not just us
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Who says?

• 76 of givers are motivated by friends and
  family, says Cone same holds true for consumers
  in general
• Uber-activists may be better messengers than us
• We need to give them the FREEDOM to do that for
  us
• They belong in the spotlight

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The Wired Fundariser
http//www.cnn.com/2007/LIVING/10/09/bacon.heroes/
index.htmlcnnSTCVideo
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Embrace the wired fundraiser.
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Make it easy!
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What did he ask us to do?
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Your call to action must pass 4 tests

• Is it
• Specific
• Feasible
• Filmable
• First Priority

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Emphasize easy.
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Taking it web 2.0
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On the web millions of passionate
constituencies
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We need to find our constituencies

• technorati.com
• google.com/alerts
• facebook.com
• myspace.com

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We need to give them tools.
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What happens when it comes together
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Online donations
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To go

• Where it already is (outreach program)
• Media relations
• Fundraising
• Online, in Web 2.0

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Resources

• Robin Hood Marketing
• www.nonprofitmarketingblog.com
• www.networkforgood.org
• Me robinhood_at_networkforgood.org

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QA