The Science of Consumer Engagement & Social Change

Katya Andresen@katyaN4GMay 2012

Network for Good

Network for Good Robin Hood Marketing nonprofitmarketingblog.com @katyaN4G Proud daughter of a

psychiatry professor

About me

Causes

Consumers

Causes

Consumers

Photo courtesy of BigStockPhoto.com

If we’re not feeling, we’re not conscious.

Cause marketers, you are in one business:the happiness business

Paraphrase of M.A. Strahilevitz

1. Emotion, emotion, emotion.

Damian O’Broin

Words matter

Dima spoke of the toll that poor air quality and weak environmental policy has taken on his village and family. Urgent action is needed.

Dima punched his leathery hand into the smoke that blocked the sun and reeked of burned rubber. “My baby son needs to breathe clean air.”

2. Supporting a cause is a social act.

3. Small works better than big, one works better than many.

Photo Credit: YouGetThePicture, Flickr

Source: Communications Network, Paul Slovic

Rokia matters. Millions do not.

Source: Communications Network, Paul Slovic

Bigger camp = less moneySource: Communications Network, Paul Slovic

1 Pack=1 Vaccine

1 pack will help eradicate newborn tetanus globally

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5. Cultural values trump reason.

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Katya Andresen

katya.andresen@networkforgood.orgwww.nonprofitmarketingblog.comTwitter: @katyaN4G