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* Oxfam has used Flickr petitions successfully in several campaigns. Two of their staff members recently returned from Darfur and are putting together a video to raise awareness about it. They are collecting questions from supporters to include.
The bottom line: See to be seen, hear to be heard.
Need 2: To be CONNECTED to someone or something
People are sociable creatures, and they want to find other people that share their interests. That’s what fuels Facebook or Twitter or any number of examples. In fact, one could argue that connecting people to each other is the highest and best use of technology.
Examples of great connecting:
* BeliefNet has prayer circles where people can share prayers for specific people.
* March of Dimes’ Share Your Stories allows families of babies in the NICU to share stories.
The bottom line: Engage by connecting to what your audience (NOT YOU) wants to hear.
Need 3: To be part of something GREATER THAN THEMSELVES
We need to lay out the grand, inspirational vision of our cause. We should show how together we can leave the world a better place.
Examples of vision:
* 18Seconds.org shows the cumulative effect of everyone changing their light bulbs to CFLs.
* The MoveOn “endorse-a-thon” for Barack Obama is only the latest in a long line of creative, uplifting and inspiring efforts.
Need 4: To have HOPE for the future
Forget doom and gloom, finger-wagging campaigns. People hate them.
Examples of hopeful messaging:
* Earth: The Sequel has been up for 2 weeks and has received 15,000 views.
* The Yes We Can Obama video.
The bottom line: Ix-nay on the apocalypse. Persuade through inspiration.
Need 5: To have the security of TRUST
People are starved for a sense of trust. That’s why we glom on to authentic messengers.
Examples of authenticity:
* 76 percent of givers according to Cone [studies] say they are influenced by friends and family. SixDegrees allows people to create widgets that feature a photo of themselves and 250 characters of text about why they support a particular cause.
* The Packard Kid Connection site helps kids get ready to go to the hospital. It builds trust because it looks like Club Penguin (Club Penguin is a social network for children), and it has videos of children explaining how things work at the hospital.
The bottom line: Cut the crap. Your authenticity is everything.
Need 6: To be of SERVICE
The No. 1 reason people stop giving to a nonprofit is that they feel like they are being treated like an ATM machine. They want to help, but they also want to be of service and to have different ways of serving. That need is not being fulfilled if all they hear is the unimaginative drumbeat of dollars.
If you are reading this, you already understand — and embody — the deep need to be useful and of service.
Need 7: To want HAPPINESS for self and others
The core of Buddhism is that everyone wants happiness and to be free from suffering. The more you want happiness for others, the better it is for you, and them.
We wrapped up the session with this happy dance. Remember, it’s about people. People who want to be happy in this world.
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Hitting the Email Inbox
Hitting the Email Inbox
Art & Science of Multichannel Fundraising
