Rewards and incentives

Brushing aside decades of postmodern theory, I'm claiming a universal truth: everyone likes something for free.

It's something that marketers use to great effect and I think campaigners need to start applying it to our work as well. After all, I don't think we can rely on people to do something 'because it's right' any more. I mean, how do you define right anyway? (See what I did there? Reclaimed postmodernism in the very next paragraph -- ah, how I love blogging)

I've seen it done really well. Check out the Panda Passport, WWF's action website. They reward people for taking action and have a whole system worked out matching number of actions with freebies. It's a great website actually -- a nice blend of news and timely actions, and ongoing campaigns. Well worth a look.

I've just seen it done by Friends of World Heritage who promote responsible tourism. They're asking people to take the Responsible Tourism Pledge. And what do you get in return? You get: a downloadable travel tips wallet card, a pledge certificate, wallpapers and screensavers. Sweet.

It works cos they know their target market (travellers) and things they usually like or need (responsible travel tips, pictures of exotic places) and doesn't make the supporter feel so bad for handing over all their personal details.

So go on, incentivise me.

How not to protest

It was pretty embarrassing for Climate Change protesters this week at Heathrow airport when they rallied against the development of new runways to support Heathrow's growing aviation needs. Boy did they fail to predict their support. Only 200 people showed up and it was a complete flop. There were 4 police for every 1 protestor. Hah!

Key lesson: pick your issue wisely. Don't try to mass mobilise unless you can guarantee a mass mobilisation.