andresen science engagement
TRANSCRIPT
The Science of Consumer Engagement & Social Change
Katya Andresen@katyaN4GMay 2012
Network for Good
Network for Good Robin Hood Marketing nonprofitmarketingblog.com @katyaN4G Proud daughter of a
psychiatry professor
About me
Causes
Consumers
Causes
Consumers
Photo courtesy of BigStockPhoto.com
If we’re not feeling, we’re not conscious.
Cause marketers, you are in one business:the happiness business
Paraphrase of M.A. Strahilevitz
1. Emotion, emotion, emotion.
Damian O’Broin
Words matter
Dima spoke of the toll that poor air quality and weak environmental policy has taken on his village and family. Urgent action is needed.
Dima punched his leathery hand into the smoke that blocked the sun and reeked of burned rubber. “My baby son needs to breathe clean air.”
2. Supporting a cause is a social act.
3. Small works better than big, one works better than many.
Photo Credit: YouGetThePicture, Flickr
Source: Communications Network, Paul Slovic
Rokia matters. Millions do not.
Source: Communications Network, Paul Slovic
Bigger camp = less moneySource: Communications Network, Paul Slovic
1 Pack=1 Vaccine
1 pack will help eradicate newborn tetanus globally
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5. Cultural values trump reason.
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Katya Andresen
katya.andresen@networkforgood.orgwww.nonprofitmarketingblog.comTwitter: @katyaN4G