Move them, then make it easy to act
- Fri, October 19 2007
- Filed under: Marketing essentials
One of the great things about online advocacy is you can move someone emotionally and then give them an immediate way to act upon that emotion. This makes conversion quite easy. Always keep this concept front and center in your mind, with every communication you make online. You always want to:
1. Tell a great story that makes your case - and creates the impulse to give
2. Give people a way to act that’s as simple as a few clicks of the mouse
Speaking of clicks, below is a great video example of tapping into emotions, then telling people what to do with them with a big emphasis on how easy it is to make a difference. I found it via Creativity Online.
Now imagine having the donate button right next to this video on YouTube for Nonprofits, where it’s not yet placed. That would be even better.
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Comments
Hi Katya… it’s a great video. I met up with the eFundraising team at the NSPCC last week. They are among the leaders in terms of their adoption of social tools here in the UK.
The embedded “donate” button is coming…
http://theraiser.blogspot.com/2007/09/youtube-debuts-nonprofit-program.html
Steve
An excellent but disturbing video – it certainly leaves an impact which of course is the aim! It uses the “Antagonist” element referred to in The Elements of Persuasion. I came across another video for the Hallmark launch of their (RED) campaign recently that uses the elements of “Awareness” and “Transforming”
http://www.youtube.com/watch?v=w-NwS7d-tJ0
It would be interesting to test which one generates a greater response. I agree that there needs to be an immediate action point to convert the emotion generated into a positive outcome for the cause.