viral marketing for nonprofits: 5 best emotions to leverage
DESCRIPTION
Leveraging emotions is essential in marketing and storytelling, but some are better than others to create viral marketing for nonprofits.TRANSCRIPT
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VIRAL MARKETINGFOR NONPROFITS
The 5 Best Emotions To LeverageAdapted from Jonah Berger’s New York Times Best Seller, Contagious
Why emotions?
“People will forget what you said,
people will forget what you did, but people will never forget how you made them feel.”
- Maya Angeloumediacause.org | [email protected] |
@mediacause
HOWEVER:
Not any emotion will
drive action and word of mouth
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Which emotions, then?
DON’T: Use physiologically low-arousal
emotions
DO: Use physiologically high-arousal
emotionsHUH?
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Low arousal emotions
Low arousal emotions include happiness & sadness
People are less likely to take action or spread the word with low-arousal emotions.
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High arousal emotions
High arousal emotions fire people up.They drive people to action and spread the word: • Awe• Excitement• Anger• Amusement• Humor
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Awe
Futures Without Violence’s visual with a shocking statistic generated 190 shares. FWV’s posts usually receive 20 to 50 shares.
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Excitement
Feeding America shared exciting news about a partnership with Dunkin’ Donuts.
It received 247 shares when its posts usually receive less than 150.mediacause.org | [email protected] |
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Anger
NRDC posted a visual about the Pebble Mine that evoked anger. It received 400+ shares. Its posts usually receive less than 200.
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Amusement
charity:water posted a visual of Boo, the “cutest dog in the world,” and it generated over 6,000 shares. Posts by charity:water usually receive 100 to
150.mediacause.org | [email protected] |
@mediacause
Humor
NRDC’s Fat Tuesday post of a fat squirrel received over 900 shares.Its posts usually receive less than 200.
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Learn More
High arousal emotions is just one element of viral marketing.
Learn about all six components to viral marketing for nonprofits: http
://mediacause.org/viral-marketing-nonprofits-applying-jonah-bergers-6-stepps
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or email us at [email protected]
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