Turn Fans Into Ambassadors
Our last two posts have talked about growing use of social nets amongst older cohorts.
And while it’s great that nonprofits might be riding this wave to build ‘fan’ bases of one kind or another, the real challenge is to harness these fans, and the technology they’re getting comfortable with, to reach even more people.
That is, converting fans into ambassadors.
Commercial marketers face the same challenge, and talk about it a lot on marketing blogs. Here’s a recent example, which offers several steps for creating brand ambassadors:
1. Rate your fans — the article identifies tools available for identifying your most active word-of-mouth advocates.
2. Give them something to do — and keep it relevant and meaningful to your mission.
3. Use exclusivity — deepen the connection by providing exclusive opportunities.
4. Pamper your advocates — in language and style, make them feel special.
5. Go up a lifestyle level — here the commercial challenge is about how to get customers to feel passionate about, say, a tile cleaner product! [Answer: leverage their passion about being germ-free.] Nonprofits should have less of a problem … they’re based upon a ‘mission’ to begin with. But while your donors might be passionate about getting to the moon, why should they ride on your spaceship?!
Not bad advice from the commercial sector.
Tom
Behavioral Science Q & A
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