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TRANSCRIPT
E‐Philanthropy Unplugged
What Freud and Buddha Teach Us About Online Communications
April 27, 2009
About Mark
About Katya
Freud pic
IF IT’S $HIT OFFLINE, IT’S $HIT ONLINE
ONE
“40 min. cardio, 15 sets backs, 3 sets abs #twit2fit”
“Officially really grumpy right now.”
“Twitter is for old people.”
Takeaways
• Don’t think about the technology until the content is remarkable.
• Focus on technology that is useful, not that is cool.
YOUR AUDIENCE IS NOT AN AUDIENCE
TWO
By Brian Solis of PR 2.0
WWMTD: 3 golden rules of “audience”
• If you behave like broadcast, you’ll have only the shallowest audience relationships
• If you make it about you, it won’t be about them
• Ask: WWMTD? (What would Mother Theresa do?) She’d be generous. She’d listen, she’d go to “them,” she’d give “them”credit
WWBND? Don’t get lost in the game.
• Oops, I did it again ‐ forgot to listen!
• Oops – expected everyone to come to me
• Oops – forgot not everyone sees the world as I do or is motivated by my values
Minding the Audience:Katya’s utterly humiliating story of embarrassment and epiphany
Fixing the broken “technology”
Your Stories
CONVEY A HUMBLING VISIONTHREE
Convey a humbling vision.Make your “audience” the star of a big show.
Give your “audience” the credit ‐‐ and the thanks ‐‐ for making history.
And mean it.
“Give profit and gain to others, take the loss upon yourself.”
The audience as star: Ali’s story
Ali’s story
“This is great Ali! My friend showed me your site. My little brother was diagnosed with autism…I am adding your badge to my website …”
‐posted by Laura
Robin’s story
“I would email somebody at their office and then they would email a bunch of people…they felt like there’s somebody’s story that they could
attach to it”
This is REALLY important NOW
• People need a lot of inspiration to give• Everyone is feeling the pain of the recession• It’s not a crisis. It’s a long‐term change (Kim Klein)
• People need to see ROI• Show you cut and spend wisely• Convey how they made history• Analogy = proud parent plus
Your Stories
OVERCOME YOUR FEAR OF FEELING
FOUR
“Emotion powers the fundraising engine.”
Jeff Brooks
“…. giving affects our brain chemistry. For example, people who give often report feelings of euphoria, which psychologists
have referred to as the ‘Helper's High.’ They believe that charitable activity induces
endorphins that produce a very mild version of the sensations people get from drugs like
morphine and heroin.”
Why we suck at storytelling…
“Psychologists call movies ‘Emotion Machines.’ The experience of emotions is the most compelling reason we go to the movies, watch television, read novels, and attend plays and sporting events.”
‐‐ Karl Iglesias, Author, Writing for Emotional Impact
We are working in five districts of southern Somalia. Through our large cash‐for‐work program, we have employed area workers to build 34 wells and 1,300 family and 350 communal latrines. We also conduct hygiene education campaigns to prevent diarrhea (which kills more than 1.4 million children worldwide each year) and other preventable waterborne illnesses. We have taught safe hygiene and sanitation practices to 8,000 households. In places that lack government support, we also teach communities how to set priorities, make plans and implement projects. All together, these projects will serve 170,400 people, of whom 42,000 live in camps for those who were forced by violence to flee their homes.
LIGHTEN UPFIVE
“Hearty laughter is a good way to jog internally without having to go
outdoors.”
“Is it a pamphlet?”
Seth Godin
Humor Takeaways
• Be funny
• Test
• Be appropriate
• Don’t become paralyzed
Make us laugh – your stories
KEEP IT SIMPLE, SILLYSIX
6. Keep it simple.
Don’t paralyze people with too many cheerios.
An experiment.
“In Thailand, people are happy because they don't think too
much.”
How to increase conversion 30%
What not to wear Better!
The rules
• Explain yourself in a simple, memorable way
• One idea
• One call to action
• Make the tech tools EASY TO USE
Making a complex idea simple.
Sign me up!
“Alopecia Areata Society”
• Disease – makes your hair fall out
• Support group – makes you feel ok about it
• Benefit ‐ Self‐esteem
Your Stories
Help or Hindrance?
