The Dragonfly Effect
Writing in the Stanford Social Innovation Review, marketing and psychology veterans Jennifer Aaker and Andy Smith offer the ‘Dragonfly Effect’ as a construct for nonprofits to think about and formulate social media campaigns …
“To us, the Dragonfly Effect shows how synchronized ideas can be used to create rapid transformations through social media. The method relies on four essential skills, or wings: 1) focus: identify a single concrete and measurable goal; 2) grab attention: cut through the noise of social media with something authentic and memorable; 3) engage: create a personal connection, accessing higher emotions, compassion, empathy, and happiness; and 4) take action: enable and empower others to take action.”
The authors illustrate their four recommended ingredients with some instructive social media campaigns.
Thanks to Sarah Spengler at United Way of Greater Cleveland for the pointer.
Tom
P.S. Also, check out the first footnote link to this article. It takes you to the Human-Centered Design Toolkit. The toolkit was developed to help NGOs working in developing world environments to fashion genuinely workable (usually unexpected) solutions to the very practical issues they are dealing with. But you’ll find its recommended techniques useful in any effort you might be making to innovate and think outside the box.
2 responses to “The Dragonfly Effect”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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That’s it? ….Really!?
Meh. Kinda expecting more with all their credentials.
Here’s more vague tips for you .
To become a millionaire:
1) Pay off your debts 2)Make more than you spend 3) Save 4)Invest
All I need is a snappy name for my plan.
That’s it ? …Really?!
I was kinda expecting more with their credentials.
Let me try giving vague tips like that.
How to become a billionaire:
1) Pay off your bills 2) Make more than you spend 3) Save 4) Invest
Now all I need is a snappy name for my tips.