Posted 6:22 PM by JP in Labels: , , ,
How marketing techniques can help NGO's and Aid Foundations save millions of lives, and save millions more from social apathy:

Any consumer-products company rolling out a brand of toilet paper will agonize over marketing. The messaging will be carefully devised, tested with focus groups, revised based on polling, tested in a particular market, tweaked, and tested again. And that's for a product whose launch makes no difference for humanity. In contrast, if an aid group is trying to raise support for a new program that could save many lives, it will often rely on a hodgepodge of guilt and statistics that limit its effectiveness. It has been said that "statistics are human beings with the tears dried off." That's precisely the problem—all the psychological research shows that we are moved not by statistics but by fresh, wet tears, with a bit of hope glistening below.

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