Leave a comment
Get the GH Bookmarklet

Ask GH

I am working with environmental organizations in Chicago and want to drive profitable traffic to a few events and local businesses. They represent good causes sans cliche and cause snobbery.

  • RS

    Ross Simmonds

    over 2 years ago #

    My favorite example is Charity Water and their birthday pledge.

    If the internet has shown me anything in the last few years, it’s that people REALLY care about what people think of them. We don’t want to be seen as selfish. We want to be seen as kind, giving and for the most part, just an overall good human being. It’s the underlying reason why millions of people felt obligated to dump ice water on their heads after being nominated by their friends for ALS. It’s also the reason millions of people change their profile photos to raise awareness for this cause and that disease.

    Call it slacktivism. Call it whatever you want. But you also have to admit that it works!

    The idea of pledging your birthday for a cause leverages this human truth in a way that drives real results for non profits around the world. And IMO - It's one of the best growth hacks out there.

    Whether we’re looking at Charity Water and the year that Justin Bieber wanted people to donate for his 17th birthday or Sophia Bush giving up her 30th birthday to raise funds on behalf of Pencils for Promise; it's a strategy has worked time and time again.

    The reason this strategy works is because it’s built on two key insights associated with social causes and donations:

    1. Social Pressure: The first reason it works is because it pushes the act of doing good from the person who first initiates the campaign to their friends and family members. As such, there is a sense of social pressure being applied to the individuals friends similar to the nominations that took place with the ALS ice bucket challenge.

    2. Self Presentation Theory: Self-presentation is behaviour that attempts to convey some information about oneself or some image of oneself to other people. This act makes you look so selfless! In reality, it’s very unlikely that you still get birthday gifts from all your friends. This campaign allows for you to tell a story about yourself in which you’re rejecting all gifts with the intent of doing something good. As a result, you’re able to feel good about yourself and unselfish.

    If you can combine these two elements, you’re destined to create a campaign that will drive success.

    I wrote up on this a couple years back and included a few other examples of growth driven tactics: http://rosssimmonds.com/marketing/non-profits-growth-marketing/

    • CP

      Chris Powers

      over 2 years ago #

      Thanks Ross,

      I will take some time to review these case studies and try a couple of these strategies myself.

      I like a lot of these examples because they make giving easy and tell a very compelling and concrete example about how a donation will have a positive impact on the lives of others.

      I will keep on digging and let you know what I find since I only have one birthday to pledge. =)

  • AS

    Alexis Safarikas

    over 2 years ago #

    I had found a very good article written by people at WWF UK about split testing and ab testing on pricing strategy. Very interesting way to use UX and consumer behavior to drive moee revenues for NGOs : https://www.engagingnetworks.net/uk/blog/wwf-split-testing

  • AD

    Ambroise Debret

    about 2 years ago #

    Hi Chris & all,

    Great question you have here! I've written & podcasted extensively about the topic as I organize a lot of events for non-profit myself.

    Here is the complete guide I wrote: https://www.linkedin.com/pulse/event-growth-hacking-definitive-guide-ambroise-debret?trk=prof-post

    And the podcast I took part in: http://ambroisedebret.com/podcast-episode-building-brand-local-events-ambroise-debret/

    Have fun and let me know if you have any question!

    Ambroise

Join over 70,000 growth pros from companies like Uber, Pinterest & Twitter

Get Weekly Top Posts
High five! You’re in.
SHARE
8
8