Ed and I had the opportunity to speak to a great group of nonprofit professionals at the 2011 Power Tools For Nonprofits conference in Houston, TX this week.
Our topic Â touched on ways nonprofits can view their online marketing strategy differently by exploring their audience’s motivations and tapping into them throughout a campaign or network content activity for maximum impact.
If you haven’t read it, Ed’s article ‘3 Motivations of People: Material, Social and Ideological‘ is a great read — although with this presentation he offered up a fourth motivation: Â FEAR.
It’s amazing how fear (both individually and as a population) can control our actions. Â Whether it’s holding off on a big purchase, switching banks, seeking stress release opportunities and more, it truly is a driving factor in our daily decision making.
Nonprofit groups can leverage this fearful motivation by pointing out what could happen without an audience’s support (no dinner for a local family) or what is currently happening as they read / watch / Tweet (rainforest demolition) – but we’re quick to encourage using your influence for good on the Web to also help paint a more positive picture with a more balanced approach.
Talking candidly about the big scary issues is important, but don’t forget the value of connecting through social, material and ideological motivations too!