Tectonic Tech Shifts Are Changing Our World

by Network for Good Specialist ‎10-30-2012 3:00 AM, EDT

This is a guest post by Network for Good's COO & CSO Katya Andresen. A version of this post originally appeared on Katya’s Nonprofit Marketing Blog.


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.  Here are the first three trends and their takeaways.


Chase community giving facebook page.jpg1. The messenger shift


The idea: Technology has enabled people’s most trusted sources - those they perceive to be their peers - to become the most influential and amplified messengers in their lives. We are no longer the messengers in chief of our corporate causes.


The takeaway: Your brand is not your most effective messenger, so use technology to amplify other voices.  You want at least three kinds of messengers:


- People on the front lines of your work (employees, consumers, clients) who can speak authentically about your corporate cause campaign
- Fans who will champion your work within their circles of influence
- People with credibility and authority who can attest to the quality of you and your work (ratings agencies, thought leaders who offer endorsement)


2. The social action shift


The idea: Technology has made it easy for people to take small, easy actions in support of a cause.  This has been dubbed slacktivism by some, which sounds dismissive.  But so-called slacktivists often have large circles of influence and are more likely to spread the word about your cause campaign and, down the road, support your company.


The takeaway:  Don’t write off slacktivists. 


- Enable and celebrate slacktivism through technology 
- Lower the bar for engagement especially on social media
- Use the social proof of those collective actions to get momentum behind your cause
- Build off the baby steps of slacktivists by cultivating them specifically and encouraging more action over time


3. The message shift


The idea: The wealth of information and insights we have about people online is driving an increasing expectation of personalization of our outreach - and participation in our messages and cause.  We want to speak to our supporters based on their interests - without crossing the spooky line.


The takeaway: One message for everyone isn’t enough.


- Mine your data
- Segment your supporters
- Relate your cause to their values
- Use technology to put the consumer at the center of your story


Stay tuned for the other 2 trends and takeaways! In the meantime, sign up for our tips on employee engagement and cause marketing.





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Companies for Good shares insights on cause marketing and corporate social responsibility topics to inform your charitable engagement with consumers and employees. Network for Good empowers corporate partners to unleash generosity and advance good causes. The blog celebrates that work and provides expertise and resources to help you do well and do good. Learn more

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