What Freud and Buddha Understood (and We’re Forgetting) About Online Outreach
Katya Andreson (Network for Good) and Mark Rovner (Sea Change Strategies)
When was the last time you saw, heard or read something from a good cause (not your own!) that prompted you to donate or act?
Why did you do it? Why did you hear about it? What was the compelling message that caused you to act?
- Green the 9th ward – friend involved in project and the story compelled her to give.
- $$$ to Obama — registered for campaign, email asked for money and gave. Wanted to be involved in some way
- $$$ to Obama — heard Barack speak in a way that she never heard any other politician speak to the public
- JFK center — see the growth and the passion in the people involved. Impact.
- Pet rescue – - was connected as volunteer, a specific ask
- Helped a Friend running for Congress; encouraged friends to donate too.
- Fund for daughter of friend’s brother who died
- Give and help (SVP) — dress for success – “passion, satisfaction of bringing new skills”.
- AIDS clinic in Malawi
- Fire — impromptu fundraiser — reach a goal to HELP FRIEND
Common denominator – personal, specific and tangible, specific goal, compelling story, connection on an emotional level (how the action you took effects you on an emotional level and how it effects the people involved in the cause).
Need to remember how it’s like to be on the receiving end. People aren’t giving because of a very cool “tool”. That’s not what matters, it’s how the ask made you feel and what action is asked.
Why are we here?
Marketing is a lot different than it used to be. We’re at a crossroads. Traditional folks are nervous. A new “tabula rasa” – reinventing new marketing for a new era. Time to “write on the wall”. Traditional marketing no longer works.
Is there a new approach to marketing and communications that might be more suitable for the times. Time to pull back from the technology and determine what we’re doing here. We’ve seen that marketing fear works (Bush), but what we’re seeing is the inevitable response from that. If that’s the dark side of the forest, we’re looking to articulate the lighter side.
Identifying deep human needs beyond Maslow’s hierarchy. This is just the beginning of the conversation. Seven human needs to start us off.