How to fix your influence problem

• Tue, February 26 2013
• Filed under: Marketing essentials

The whip-smart Kristen Grimm of Spitfire Strategies has a great piece in the Stanford Social Innovation Review about how we can more effectively influence others - and what blind spots get in the way of those efforts.

Read the whole piece here.  I share here the highlights.

The first point Grimm makes is that we fail to influence others because we have blind spots.  She identifies the common mistakes we make that lead to ineffective efforts to persuade others:

—moving forward without thinking through who needs to be influenced and how
—forming coalitions without a strategy that would inform who should be partners
—focusing only on allies rather than opponents in thinking through strategy
—assuming decision makers will be willing to step out on a difficult issue
—filtering out facts and evidence that suggest not everyone is on board or shares a sense of urgency
—assuming what motivates you about an issue motivates others - and misinterpreting what is in their perceived self interest
—refusing to recognize efforts aren’t working for one of the above reasons - and the need to act accordingly

Instead, organizations should focus on the following four factors, says Grimm.

—A clear sense of the decision(s) that need to get made;
—An understanding of who makes these decision(s);
—An informed hypothesis about how the decision(s) will get made; and
—An understanding of how the organization can influence the decision-making process and a game plan for making that happen.

For more on how to work through those steps, read the article here.  If you’re in the business of persuasion (and aren’t we all!), take the time to check it out.

Message isn’t working?  Here’s a three-point diagnosis.

• Tue, February 26 2013
• Filed under: Marketing essentials

If your messaging isn’t getting through or your marketing campaign isn’t making a difference, it is probably for one (or all) of these three reasons.

1. Falsely assuming that information results in action.  It’s tempting to assume that if people have information, they will act on it.  But sadly, information doesn’t equal action. We know it’s healthy to exercise every day - but that doesn’t mean we’re going to do it.  Inertia is a strong force.  Good causes are forever in conflict with the status quo and business as usual.  We can’t just lay out information.  We need to create a compelling reason for taking action that beats doing nothing.  In marketing terms, we need to improve our reward and lower our price.

2. Forgetting that we’re not the audience.  The messages that appeal to us aren’t the ones that necessarily resonate with others.  Every assumption should be suspect until we understand our audiences’ mindsets.  When we assume our audience thinks the way we do, we are at odds with the principles of marketing.  We must think like the people we want to reach if we want to succeed.

3. Treating marketing as an afterthought.  Marketing and communications are often tacked on to a good causes’s efforts at the last minute. In treating marketing as an afterthought, we deprive ourselves of the great benefits that marketing can bring to all our work.  A marketing mindset throughout every dimension of our cause can help us design more effective projects, better meet the needs of people we want to help, win us more resources and support, and motivate people to act.

Your quick guide to better nonprofit financial management

• Mon, February 25 2013
• Filed under: Nonprofit leadership

If you feel the need to strengthen your financial management savvy, check out StrongNonprofits.org, a new website featuring free tools, how-tos and guides.

Developed in partnership between The Wallace Foundation and Fiscal Management Associates, the site contains more than 64 resources for anyone involved in nonprofit financial planning, monitoring, operations or oversight, and particularly nonprofit afterschool program providers. Features range from a nonprofit accounting guide, to an article on sensible growth strategies, to a podcast on how to understand the true costs of programming. The site also offers an array of helpful tools, including the “Go or No Go Decision Tool,” a questionnaire that helps an organization decide whether accepting a contract would help – or hurt – the group’s bottom line.

The site includes:

• A Five-Step Guide to Budget Development—a presentation that describes a team approach to budgeting essentials such as setting financial goals, forecasting results and monitoring progress.
• Budgeting and Financial Planning Tools—Excel-based templates to provide organizations with a framework for building program-based budgets, projecting cash flow, and evaluating revenue scenarios.
• Guide to Effective Board Leadership—an easy-to-follow description of how nonprofit boards can do the necessary financial oversight of their organizations.

You can find the site here.

What you need to know about mobile: My (free) webinar on Tuesday

• Fri, February 22 2013
• Filed under: Mobile

There are more than 1 billion smartphones on the planet.  That means one in seven people on the earth have the ability to do so many things at their fingertips. Here we have an unprecedented opportunity to unleash generosity through technology and make what people want to do, easier and more compelling.

Join me and my friend at PayPal (the leading mobile payments solution), Tanya Urschel, for a discussion of where mobile stands in 2013, why your organization needs to have a sound mobile strategy and how to make it happen.  Plus I’ll talk about how Network for Good has wrestled with mobile and what we decided to do.

We will cover:

  Why is it so imperative that my cause be experienced through a smartphone or tablet?
  What are the benefits of using mobile for deeper engagement?
  How can I optimize my organization’s mobile website for giving and pledging?

Register here.

Are you as “social” as other nonprofits?

• Thu, February 21 2013
• Filed under: Social Media

While nonprofits may be behind the curve in some matters, we’ve done a swift job of adopting social media.  As I’ve noted here before based on past surveys, the vast majority of nonprofits are actively using Facebook and Twitter.

Some new research featured in eMarketer bolsters that view:

Interestingly, these numbers put nonprofits ahead of their for-profit counterparts in the small business world: “Ninety-six percent of nonprofits said they were on Facebook vs. 90% of small businesses. And 80% of nonprofits on Facebook reported posting on the site multiple times per week, vs. 66% of small businesses,” says eMarketer.  Nonprofits said they were increasing their marketing spend on social media by 10% this year.  Though to put matters in perspective, that may not be a lot in real dollars.  Studies last year found 43% budget $0 for their social networking activities (aside from staff time).

I think that the embrace of social media is wise for nonprofits for several reasons.  While it may not drive big return on investment in fundraising dollars, it’s a relatively inexpensive and effective way of raising visibility, generating social proof around a cause and inspiring future actions in support of a cause.

At the end of the day, most people come to learn and love a cause via friends and family.  Through social media, nonprofits can facilitate and amplify that natural word of mouth.  No wonder droves of nonprofits are doing just that.

 

Reader question: How do I get people to open my emails?

• Wed, February 20 2013
• Filed under: Marketing essentials

I continue to work my way through the many great reader questions!  Thanks for all of them.

Today’s question: I’d like to create copy for the subject line for emails that will encourage people to open them.  Amazing Results .. Update .. News .. doesn’t seem to work well, especially when trying to reach potential donors.  The space is very limited so there’s no room for an explanation of what’s in the email.  Any suggestions?

Here are some ideas for better subject lines.

1. TEST: Before you send out an email blast, test two different subject lines with a smaller subset of your list.  Do this always,so you get smarter all the time.

2. PERSONALIZE: Use something personally relevant to the reader to grab attention.

3. BE INTERESTING: Make your subject line oddly short, long or different.  Above all, make it interesting. My friend Kivi Leroux Miller talks about bad subject lines being a wrapper (example: September Diabetes eNews) and good subject lines being the candy in the wrapper (example: 6 ways to manage your diabetes).  Make it interesting, so people open the message in the first place.

4. BE FRESH: Don’t say “update” or “news” each time.  Focus on what’s actually new!

5. BE BRIEF: Put key information right up front since subject lines get cut off. 

6. INSTILL URGENCY: Make it clear why your email matters now—“three days left to give”

7. BANISH SPAMINESS: Run it through a content-checker, avoid all caps and shun exclamation points.

If I had to choose just one of these to convey, I would think it’s #3.  My best advice for building a following is to create wonderful content and reflect it in the subject line.  People open the emails they know will contain something of value.  Provide that value.  The rest will follow!

For further advice, I recommend Copyblogger’s tips for better email.  You can find that here.

Reader question: What to do with deadbeat board members?

• Tue, February 19 2013
• Filed under: Nonprofit leadership

Here’s a recent reader question.

I have two board members that I like and want to keep as supporters, but clearly they don’t have the time or don’t make the time to be good board members.  Elections will be here soon, should I just call them and tell them that it appears they don’t have time for the board and ask them not to run or do you have a better idea?

This is an interesting one.  I find myself asking, what does it mean to be a good board member?  I think there are a range of qualities.  Good board members are generous - with money, skills, time or preferably all of the above.  They are engaged at the right level—they lay out a vision and then let the executive director define the path toward it, without micro-managing.  They are reliable, showing up for most meetings and speaking thoughtfully when they are there.  They ask for and track results.  And they are public champions of the organization, lending their voice to your message and recruiting new supporters. 

So let’s assume your two board members are none of the above.  That’s a problem.  Or maybe they only have some of these qualities.  I don’t hear you saying they are toxic - in which case, I would offer different advice than I do here.  Basically, I glean that they are checked out.  So before calling them up and calling them out, I’d think about why they might be disengaged.

Are they lazy?  Is their heart not in the mission?  Or do they simply not have the time to make your organization a priority?

Or could it be something you are doing?  Maybe you haven’t clearly told them what you expect.  Maybe you haven’t asked them to do more. Do you keep them closely updated on your organization?  Are you giving them well-organized, clear materials before meetings?  Do they get enough time to prepare beforehand?  Do you run lively, interesting and engaging meetings? 

My advice would be to call them up on a fact-finding mission to get the answer to these questions.  Or ask a fellow board member to do it. This is the problem of the whole board, not just yours.

Say something like this:

“I am calling to thank you for your support of ABC nonprofit.  We depend on people like you to help us (talk about your mission here).  You’ve been with us as a board member for some time, so I wanted to check in and see how you are feeling about your board service.  Elections are coming up, so I’m exploring with each board member their interest level in continuing with us.”

Then listen.  You may get a simple “Great.”  Or you may get a confession (“I’m so sorry I haven’t been to meetings, I just don’t have time”) or an insight (“I am not sure how I can best be involved.”)  That tells you where to take the conversation next.  If the person said “great,” and they are anything but, you might want to ask another question.  Like, “That’s wonderful.  Looking forward, we’re going to take steps to make our board more fully engaged.  Are you willing to…” then list every single thing they need to do.  That should result in their opting out or committing to more.  Either way, you get what you need.  If they say something like, “I’m sorry I can’t do more” or “Sorry I don’t go to many meetings,” you can gently suggest they don’t run for re-election.  Or if they say something like, “I’m not sure how to be involved,” you can tell them.  Maybe they had no idea of what was expected.

You say you want to keep them as supporters, so I’d make that clear in any conversation.  Be ready with ways they can continue to help, just not on the board.

The bottom line?  Rather than calling them and saying “it appears you don’t have time,” ask and listen. You’ll know what to do from there.  In my experience, ratcheting up expectations encourages less committed people to be honest about their dedication level, and disengaged people usually are relieved to volunteer themselves for a graceful exit.  If you let them do the talking and they don’t want to do more, they’ll walk out the door for you.  If the problem is how you’ve communicated or engaged, maybe there is an opportunity to turn things around.  Either way, the conversation will be seen as you being a caring partner.  And that’s what you want.

Readers: What is your experience?  Share your tips in the comments!

Three thoughts on writing

• Mon, February 18 2013
• Filed under: Personal Writing

I love and hate to write.  Here are three pieces of advice based on my daily struggle with blogging, fiction and work-related writing.  I share these as a student, not a master.  These are lessons I re-learn every day in the creative process.  Writing is that way - casting you forever in the role of novice, whether you enjoy it or not.

1. Run toward uncomfortable.  If you write something that makes you want to hide or erase, keep going straight to that feeling.  You’re on to something.

2. Relentlessly live in that uncomfortable place as a way of life, ignoring every excuse and criticism.  This is the work of writing.  You pitch a tent in that awful, uncomfortable patch of land and spend time there every day, despite the harsh conditions, the many reasons you don’t have time to be there, and that loud inner critic who keeps distracting you.

3. Go there for no other reason than your own.  Write what you want to read, say what must, lay down what matters to you.  Don’t edit yet; just do what compels you.  This isn’t about seeking love, approval or fame.  They are rarely the results of writing anyway.  Remember - you’re in a tent in the wilderness, not on a stage.  This is about feeding yourself.

If you do these things, you will produce a work of writing.  Keep going till you feel done or are truly stuck.  Show it to smart people.  Listen.  It will be horrible to hear anything other than it is perfect.  Listen anyway.  Listen some more.  Take it in and turn it back into your writing.  It will get better, and you’ll be ready to run back to that rocky ground where your tent awaits. 

Eventually, something will emerge.  It will never match what you first imagined, but it will be something you can declare good enough.  If you get that far, I applaud you.  It’s not easy, and yet you stayed and worked and made it so.  The rest of us are clapping, because we know how hard it is.

Easy to forget, critical to remember: Perspective is everything

• Fri, February 15 2013
• Filed under: Marketing essentials

It’s been a long week, so a short thought today.

Have you ever noticed how very young kids’ drawings usually don’t feature a person’s neck?  Have you wondered why?

My theory is that if you’re two or three years old and your perspective is low to the ground, you don’t see people’s necks when you look up.  You see a head sitting on arms. 

I can’t think of a better analogy for marketing.  Marketing mandates that we look at the world through the eyes of our audience and communicate from that perspective.  The process of pushing into a foreign frame of reference can be hard, but when we do it, we find its value.  Everything looks wildly different from that perspective.  And our work must meld to its crazy contours.  This is the mind-bending fun that is our profession.

Celebrating Generosity Day: How to Thank Donors

• Thu, February 14 2013
• Filed under: Fundraising essentials

In honor of Generosity Day, I want to answer a reader question about gratitude.

Kevin asks how to better thank donors.

Kevin,

Here is my template for a good thank-you letter.

Dear _________________   (use donor’s name, spelled correctly)

First: Don’t start with the typical “thank you for your donation!” Start with a vivid image or mini story of what the donor made possible, like the example in this post!

Second: Say thank you and give the donor credit for the impact of the donation and/or the specific program(s) supported.

Third: Express gratitude for the specific gift amount, noting the date and including any language on tax deductibility.

Fourth: Tell the donor when and how you’ll be in touch to let them know more about what their gift is accomplishing.  Include contact information – your email, phone and website – so they can stay in touch or reach out if they wish.

Closing: Thank them again and sign a real person’s name. If this is a mailed letter, include a PS with a nice added detail about a resource where they can find out more about the difference you are making because of their gift.

Signature

Remember:

1. KNOW YOUR DONOR: Capture information on how your donors gave and what appeal they are supporting.  Did they give in response to a special appeal or at an event?  Were they asked to donate by one of your donor champions who was running a race to raise money for your cause?  You need these details to properly thank and cultivate them.

2. ALWAYS THANK YOUR DONORS: Always.  No exceptions.

3. THANK THEM EARLY: You should thank your donors within a few days of their gift.

4. THANK THEM OFTEN:  Thank your donors several times, over time, and keep reporting back on the difference they have made.

5. THANK THEM ACCURATELY: Make sure you have correctly spelled the donor’s name, stated the amount and date of the donation, included appropriate language for tax deductions and carefully note if the gift was made in honor of someone else.

6. EXPRESS GRATITUDE: Say how pleased and thankful you were to get the donation.

7. FOCUS ON EMOTION: Tell a short, wonderful story or use a specific example that shows what the donor is making possible.  This is important so all donors feel great – and donors new to your cause grasp what it really means.  You want to tug at the heartstrings and bring your mission to life.  Some fun ideas: Take photos of your work and slip one of those into a mailed card.  Have a beneficiary write the thank-you email.

8. GIVE THE DONOR CREDIT: Your communications to your donors should use the word “you” a lot more than the word “we.”  Give your donors credit for what you do in every piece of outreach.  Be constantly on the lookout for ways to recognize your donors – in your annual report, on your website and at your events.

9. BE SPECIFIC ABOUT IMPACT: Make very clear how you will use the money and tie that impact back to the solicitation that was sent.  If you sent an appeal to save puppies, talk about how many puppies you will save!

10. MAKE IT PERSONAL: In addition to addressing the donor by name, you want to sign the appeal from a real person.  No “dear friend” or “dear supporter” salutations and no nameless signatories!  We recommend you get creative with who “signs” your electronic and mailed letters – a board member, a volunteer, a beneficiary can add significance to your acknowledgement

Now go celebrate Generosity Day!

Join Me in a Different Kind of Valentine’s Day this Year

• Wed, February 13 2013
• Filed under: Fun stuff

Are you hungry?

I don’t mean craving food, though you may want a box of chocolates now that I raised the topic. What I mean is, do you approach your work in a mode of devouring or consuming? Are you in the business of taking?

I ask these questions because I believe turning hunger on its proverbial head can turn your business (and your life) around. What if you approached your work in a mode of feeding others? What if you were in the business of bestowing? What if you focused on what you give customers or (if you’re a nonprofit) donors, rather than on what you need from them? Would you end up less or more hungry?

As I’ve said before, some of the best advice I ever heard was from Seth Godin, who said: “Be generous when you’re hungry. It’s difficult to be generous when you’re hungry. Yet being generous keeps you from going hungry. Hence the conflict.” He’s right. Generosity inspires generosity, so I try to think like this: I’ll give when I’m hungry. It’s not what I need, it’s what I provide. I’m in the business of giving, not extracting. I’ll focus on the resources I have, not those I lack. I’ll care about relationships, not transactions. True partnership with donors creates prosperity.

How about trying this for one day, and make that day this Thursday? To some, it’s Valentine’s Day. To me, it will always be Generosity Day.

Two years ago, I joined Sasha Dichter’s Valentine’s Day experiment in generosity. The idea was simple: reclaim Valentine’s Day and imbue it with true love – the kind where you give without expectation. Generosity Day is when you seek to be selfless and see what happens when generosity becomes your default.

This Valentine’s Day, be generous even if you’re hungry. Do something big or something small. Give of your money, your time, your talent, your love or anything special that in unique to you. We’ve seen people tell their colleagues why they’re wonderful, buy coffee for strangers or give blood. You could write a note to a mentor who touched your life. Or call a donor and say how much they mean to your organization.  Thank a volunteer. Smile at everyone in the street. There are more great ideas here.

Try it - for just one day - this February 14th. Be a metaphorical donor instead of a fundraiser.  You could choose to begin the day with a simple act of kindness to a colleague, supporter or stranger. You could be wildly generous all day long. You could do that beautiful and needed thing that your heart’s been whispering to you to do.  It takes 30 seconds to visit SpreadGenerosity and select your small act of generosity. You’ll be adding yours to tens of thousands, and together we’ll transform Feb14th into Generosity Day and offer the world a million acts of kindness and generosity.

What will happen? You may find you’re better off than when you started. You may find what you put out there comes back. And you may be less hungry - and more fulfilled.

Question 1: How do I deal with colleagues overruling my communications expertise?

• Tue, February 12 2013
• Filed under: Fundraising essentials

Thanks everyone who responded to yesterday’s post inviting questions.  I got dozens, and in the coming weeks I will answer nearly all (I’m skipping the few thinly veiled product marketing queries).

Let’s kick if off with questions from Stephen and Anonymous:

First, Stephen:

As a communicator for nonprofits, in my paid, day job and for other volunteer jobs I do, I run across situations regularly in which other, non-communications staff don’t seem to want to let the communicators do the communications. There seems to be an attitude that because we all consume communications (use the web, watch TV, read newsletters, etc.) anyone, from a CEO to an accountant, can produce communications materials. Is this is matter of trust? Would a CEO try to tell the CFO to not use standard accounting principles to produce a regular financial report? Why is it that non-communicators want to throw standard communications principles out the window? I often feel that my only role is to implement what others have decided rather than being allowed to lead (with some input as appropriate) and being seen as an expert in an area. What techniques can you recommend to get others to work *with* me rather than telling me what to do or how to do my job in the way they, as a non-expert, think is best?

Anonymous followed up with:

First of all, what Stephen said, times a million.  Up until recently, our mailed appeals (sent to our entire data base) have been very “story-focused” - we highlight real people and situations our donors have impacted positively. These appeals included lots of photos and were very emotion-driven. Our new development director is insisting the way to go is business-like “asks” on letterhead sent out to small segments of our database on a much less frequent basis.  Your thoughts?

Dear Stephen & Anonymous,

I’ve noticed a pattern after I give a speech.  At least two or three people with a desperate look in their eye come forward, take my hand, and ask me to please come speak to their board - or organization - or boss.  “Do you present to small groups?” they ask.  After a while, I finally figured out what they were really saying, which was: “Can you please come talk sense into my board/organization/boss?  Maybe they will listen to you, because they’re not listening to me.”  I feel their pain.  We’ve all been there.  And unfortunately, no speech is going to change the situation.  I doubt there will come a day when you (or I) can convince colleagues we’re the only experts.

And it’s not just because we are in the business of communications.  Ask any doctor.  A lot of patients point to Internet research and question a diagnosis.  Ask any IT guy who is repairing a non-IT colleague’s DIY work on the laptop.  And yes, even that CFO.  People probably double guess his assertions about risk and what we should really be spending. 

It’s people’s nature - especially if there is something at stake - to enthusiastically involve themselves.  The fact that technology makes that easy - anyone can be a published writer, photographer, “expert,” musician, filmmaker these days - only strengthens that tendency.  And add the culture of a nonprofit - where everyone feels a strong belonging to a collective mission - and you’ve got a triple threat to your communications authority.

I don’t mean to be depressing.  I’m just saying you can’t change the yearning of people to participate in what you say and how you say it.  At at the end of the day, I’m glad we work for organizations with such a passionate sense of shared ownership.  It’s better than places where no one cares.  Even if it’s a pain sometimes.

The first step is to understand why people want and need to participate.  I expect they want to:

1. Feel like the public face of the organization is aligned to their priorities

2. Feel like communications reflect their perception of the mission and what makes them most proud of it

3. Feel like communications will do no harm

4. Feel like communications will advance the mission - raise money, increase advocacy, etc.

You notice this list is all about feeling.  My sense is people are interfering not because they fancy themselves experts but because 1) they want to be involved and 2) they are afraid of the factors in this list.  You need to address these feelings, and when you do, your life will get easier.

Stephen,  I’d recommend the following:

1. LISTEN: Ask your boss what is most important to him or her at the organization, what messages s/he most needs to convey this year, and what s/he wants the organization to stand for in the eyes of others. 
2. PROBE: Ask this person what s/he fears could happen from communications and what s/he dreams could unfold.
3. CONNECT: Show (don’t tell) you’re an expert by explaining what you want to do to address everything you just heard.  Base it on past results, evidence, feedback from donors, etc. - not just your opinion (even if you’re of course right).

See?  You just made it about the boss or colleague, not you, and in so doing have reduced (if not removed) impediments to doing your job.  Also, you probably learned something important. Now you can keep reporting back how communications is advancing your colleague’s vision, which is stellar communications practice in itself.  For this reason, you will be good at it.

That brings me to #4, which applies to Anonymous.

Anonymous, I’d recommend you ask the same questions above and then defer to your donors.  My fourth point is, don’t make it your opinion vs. the boss’s opinion.  Show your director the letters from donors moved to tears by the story of a life they changed.  Share the story of the $1 million planned gift that came from a supporter who wanted to save one more life.  Read the emails you get in response to the way you convey the soul-building essence of your organization. Ask donors why they give and share their answers (which are always from the heart).  And trot out angry notes (if you’ve ever had them) from donors who didn’t get enough information on the impact of their gift.

And if you don’t have any of that material, be open to the fact you might need to tweak your approach.  It all depends on the audience.  Maybe you have donors who prefer this other approach.  Or maybe you need a combination of stories and proof of impact at scale.  Put together a little advisory committee of your donors and run by various approaches.  Your donors will give you the right answer.  And if you show you’re listening to them, maybe your director will listen to you.

Good luck!

Katya

 

 

 

Ask me a question: I’ll post the answer here

• Mon, February 11 2013
• Filed under: Fun stuff

Many blog readers write me with questions about their work.  I try to answer what I can, and sometimes I get permission from the inquirer to share my answers here.  As an experiment in making this exercise useful to more people, I am inviting you to ask me a question.  I’ll answer it here on the blog.  There are just a few guidelines:

1. Make it sufficiently general that the answer will be of use to other people.

2. Only share things that you’re willing to have published on the blog.  If you want to be anonymous, for example, don’t share your name!

3. Post your question in the comments section of this post.  (If you subscribe via email, you’ll need to click on the title of this post, which will take you to the blog.  You can then enter a question under comments.  You can list an alias under the name if you prefer to remain unknown.)

Thanks!

Friday fun: Find your social networking personality

• Fri, February 08 2013
• Filed under: Fun stuff Social Media

This is a fun Friday flowchart to determine your social networking personality via Mashable.  It’s extreme.  But that’s what I like about it.  It forces us to own up to our own foibles.  Or at least call out the typical ones, like humble-bragging.  What are you?  I like to think I am Mr. Nice Guy according to my self-assessment, but perhaps I am deluded. The beauty of social media is you can vociferously counter that assertion right now, in comments.

Can’t see the flowchart?  Go here.

How to put peer pressure to work for your cause

• Thu, February 07 2013
• Filed under: Marketing essentials

Photo credit: Jen Talks Too Much Blog

In an often-cited study by psychologist Robert Cialdini, various placard messages were tested in hotels that were seeking to be more environmental conscious by encouraging guests to reuse their towels. The messages included:

Message 1 “Reuse your towel to save the environment.”
Message 2 “A majority of guests in this hotel have reused their towels. Join them and help save the environment. ”
Message 3 “A majority of guests in this room have reused their towels. Join them and help save the environment. ”

Message 2 was 18% more effective than the first.  And message 3 was 33% more effective than the first.

That’s because when people are deciding whether or not to act, they consider what other people are doing (the social norm).  They pay particular attention to the actions of people to whom they relate (like those that stayed in the same hotel room).  In other words, peer pressure works.  And it can encourage good behavior (as described above) or not so good behavior.

Another study by Cialdini shows the latter scenario.  Park officials at the Petrified Forest National Park in Arizona were frustrated because tourists were taking souvenir petrified wood samples with them at an alarming rate. Signs throughout the park informed visitors of the problem and asked them not to take the samples, but to no avail.

Cialdini and his team conducted an experiment in which they altered the signs at two-hour intervals. Some signs — such as the ones that were currently displayed in the park — highlighted how bad the problem was, stating, “Many past visitors have removed the petrified wood from the park, changing the natural state of the Petrified Forest.”  Other signs emphasized a different norm. “Please don’t remove the petrified wood from the park, in order to preserve the natural state of the Petrified Forest.”  The first message reinforced the negative norm of taking the wood — and people did just that. “Heck,” you can just imagine those hikers thinking, “Everyone is doing it.”  The latter message — which did not promote a negative norm — was significantly more effective.

So what are the takeaways for cause marketers?

1. When you launch a cause campaign, make it clear that other people are supporting you. If you use tickers or thermometers in your campaigns, don’t show progress until you HAVE progress. An empty thermometer or low number of participants will discourage action.

2. When you highlight people taking action, make them relatable for your audience.  People are most influenced by people they deem like themselves.

3. Put the spotlight on positive actions, not negative ones.  “Too many people text and drive,” is an example of a message that could backfire.  It might make people feel like it’s normal to text and drive!  A better example is a recent campaign by AT&T and causes.com that asked people to pledge not to text and drive.  It generated proof that many people are against texting – and created the right kind of peer pressure.