The term “slacktivism” has emerged as a catch-all concept for cause-related activities that are easy for individuals to complete, online of off, and serve to spread information and raise awareness for a cause. Examples include: wearing Livestrong yellow bracelets, voting for an organization in an online giving contest, or updating your social media status with a cause message. If awareness is the goal, these actions serve their purpose. But what if lasting social impact is the goal?
Amy Sample Ward, the Membership Director at the Nonprofit Technology Network, is on a mission to turn fans into changemakers. Here are a few of her guidelines to help move your cause marketing campaign participants up the ladder of engagement:
- Focus on shared goals: It requires a team effort to sustain a campaign, so everyone should have a vested interest in the impact goals.
- Change your metrics: Measure what matters, not what is easy to count (i.e. number of community-generated posts instead of fans).
- Share leadership: Community members are your best campaign advocates. Let them be heard.
- Let the community lead: the campaign will only last if it’s adopted and internalized by the community.
Read more on Amy’s blog …