I’ve been listening to this song quite a bit recently. Not only is it the ideal mix of depressing lyrics/upbeat music that we all love so much, it echoes my thoughts on non-profit strategy.
Really? Really.
These days, I feel like too many non-profits are trying to rush me, and I really want them to take it easy, romance me, make me fall in love, aim for a long-term relationship.
How do I mean? This week, my friend, Jacque, sent me a MoveOn campaign to my gmail about Fox News and how they are being racist in their coverage of Obama. Okay. Because I love Jacque (+1 for leveraging social networks!), I went to the page, watched the video (+1 for interactive content that’s convincing!) and found it compelling enough to add my name (conversion—success!). So far, so good, right? Then, the minute I hit submit, a giant donate button appeared—-help MoveOn change media by giving us money.
Whoa—all of a sudden we’d skipped from flirting to something a little more intimate, and I felt icky and strangely violated in a similar way. I understand that there’s probably some research out there that says ‘as soon as someone signs on, ask them for a donation’ and probably they’ve made some money from it. But all it did for me was feel like they were rushing things.
Now, maybe it’s just that I’m getting older, and I don’t sign up to every email list that catches my eye. But now I’m on their email list again, kind of too lazy to unsubscribe, and also only marginally interested in the other current campaigns. Just not that satisfied with the way things are going, and thinking about breaking up.
So what’s my advice?
- First, I think they did a great job creating compelling content—I love the video, and it was interesting enough in a few minutes to a) encourage my friend to send it to me, and b) for me to give up my gmail address, which I keep pretty close to the vest.
- I also don’t necessarily think it was a bad idea to ask for a donation. I think it was just a bad to ask me for a donation *at that point in our relationship.* We’ve been on a few dates, sure, let’s split the check, I’ll even get the whole bill. On first meeting, why don’t you just spring for my ice cream cone?
One of the most amazing things about technology is that it allows such incredible personalization and segmentation.
- Amazon recommends things based on my previous purchases—We think you like the wire. Maybe you want to pre-order Season 5? Yes, yes I would.
- FreshDirect constantly asks for my feedback on everything from delivery time to product selection.
- Doctors Without Borders usually remembers that I’m a monthly donor, and doesn’t hit me up for additional gifts via email.
I guess at this point I expect that organizations and companies are tracking my activity, and in exchange I want them to talk to me in a way that respects what I’ve already told them about myself. I know you can tell how I got to your website, where I live, if I've been on your list for a day or 5 years, so use that information to show me you care. Talk to me as an individual, not a list. Yes, I know it’s not easy. Yes, I know it takes time. Yes, I know it’s not really in anyone’s job description. But it makes a huge difference—probably the difference between my staying involved with your organization, or ignoring your emails, and pretending we’ve never met.
So, MoveOn, if you’re out there, I still think you’re pretty smart and good-looking, and I’d be interested in seeing where things go, but… be gentle with me, okay?
