winning friends and influencing people: strategies for effective activism
TRANSCRIPT
Winning Friends and Influencing People: Strategies for Effective Activism
Lorrin Maughan
Vegan * Activist * Coach
Evolving Activist
Marketer for multinationals
Life Coach
Doesn’t know it all
“Tomorrow you may want to
persuade somebody to do
something. Before you speak, pause
and ask yourself: “How can I make
this person want to do it?”
Dale Carnegie, How to Win Friends & Influence People
The Power of Persuasion
Mainstream Activism: Idealism Meets Pragmatism
i·de·al·ist [īˈdē(ə)ləst]
NOUN
• a person who is guided more by ideals than by practical considerations
prag·ma·tist [ˈpraɡməˌtist]NOUN
• a person who takes a practical approach to problems and is concerned primarily with the success or failure of her actions
How Marketing and Activism are similar
Goal Marketing Activism
Shift perceptions
Create advocates & supporters
Build loyalty to the cause
Influence purchase & consumption behavior
Our Mission As Marketers Activists• Understand the Audience
• Who they are• What they value and need• How they make decisions
• Be strategic• Focus on outcomes and results• It’s not about you
• Co-Create a Vision for a Better Future• Share stories they can relate to• Show them how they can feel good about themselves• Involve them in designing the future• Be consciously contagious
• Give Them a Map to Xanadu• Always have a call to action • Make it easy for them to make the right decision• Let them find their own path
stra·te·gic [strəˈtējik]ADJECTIVE
Relating to the
identification of long-
term or overall aims
and interests and the
means of achieving
them
Win Hearts And Minds
“One death is a tragedy; one million is a statistic.”
“One death is a tragedy; one million is a statistic.”
The Power of One
VALUES motivate
NEEDS influence
EMOTION drives action
REASON justifies
“…a person usually has two reasons
for doing a thing: one that sounds
good and a real one.” (Carnegie)
Psychology of Marketing
“…people don’t want to change their minds. They can’t be forced or driven to agree with you or me. But they may possibly be led to, if we are gentle and friendly, ever so gentle and ever so friendly.”
Dale Carnegie, How to Win Friends & Influence People
Food for thought
•Have you been evangelized to by religious people? • How did it make you feel?
• Are you more or less likely to convert as a result?
•How are we any different when we “vegangelize”?
•Have people unfriended or unfollowed you because of your posts?
“We can’t market as missionaries – we must be marketers with a mission… we do that by focusing on our audience and showing people how our cause aligns with the values they hold now” Kayta Andresen, “Robin Hood Marketing”/ www.nonprofitmarketingblog.com
A Different Model
•Builds a critical mass of support
•Establishes it as a standard
•Showcases potential•Demonstrates possibility• Engages through stories
•Leads people to want to adopt it for themselves
Connections = Empathy
What “Other”?
Taking it to the streets!
STOP
• “Vegangelizing”
• Overwhelming with statistics
• Alienating
• Demanding/Telling
• Judging
• Reacting
• Sharing never-ending misery
START
• Empathizing
• Empowering with action items
• Connecting
• Inviting/Asking
• Supporting
• Strategically responding
• Being Consciously Contagious
Resources
• Videos• Watch Lisa Lemmerer’s webinar on Ecofeminism -
https://www.youtube.com/watch?v=WswMaMN78nM• Watch Rae Sikora’s webinar on Despair Repair -
https://www.youtube.com/watch?v=0FwXozO-xQs• The Power of Empathy - https://www.youtube.com/watch?v=BoEC7qMvTFE• Dare to Disagree -
http://www.ted.com/talks/margaret_heffernan_dare_to_disagree?language=en
• Articles• https://compassionateman.com/baby-step-activism-how-little-conversations-can-help-the-
world/
• Books• “How to be Great at Doing Good” by Nick Cooney• “Guerrilla Marketing for Nonprofits” by Jay Conrad Levinson, Frank Adkins and Chris Forbes • “How to Win Friends and Influence People” by Dale Carnegie
Contact Lorrin
www.lorrinmaughan.com
https://www.facebook.com/ShamwariMeansFriend/
Coaching for Activists
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if you mention this webinar or the IDA Activist Helpline