Five tectonic technology shifts changing our world, our work and our potential is the name of a speech I gave a couple of weeks ago for the Bank of America Neighborhood Builders Leadership Program. While I mentioned the first three trends yesterday, here are the remaining two.
1. The messenger shift
2. The social action shift
3. The message shift
4. The medium shift
The idea: Just this week, we learned there are 1 BILLION smartphones on the planet. One in seven people on the earth have the ability to do so many things at their fingertips. This could be an unprecedented opportunity to tap into your audience's generosity through technology.
The takeaway: First, assess how you’re doing given how many people are reading your content and engaging with your social media platforms on their phones. Read your marketing emails on your smartphone. Visit your site from your smartphone. Try going through the motions of engaging with your company's cause campaign. See what happens when you try to move across devices as most people do - from desktop to tablet to phone. Then…
- Recognize the opportunity (the chance to reach people more immediately) and the constraint (mobile experiences need to be simple and easy)
- Optimize for giving and pledging
5. The mind shift
The idea: Thanks to advances in technology and brain science, we know more than ever about what motivates people to give. What you say and how you say it matters more than the technology itself. To readers of this blog, you know the takeaways already!
The takeaway: Base your appeals in emotion. Make them personally relevant to supporters. Speak to their values. And show who else is taking action.
I think these trends are tremendously exciting to our work, but at the same time, remember the most important thing of all—HOW people use technology is more important than what is the hottest new device or social network. Use technology to make what people want to do, easier and more compelling. Technology doesn’t inspire people. You do.