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.
Tuesday, 21 August 2007
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.
Key lesson: pick your issue wisely. Don't try to mass mobilise unless you can guarantee a mass mobilisation.
Monday, 23 July 2007
AI USA thank you email
AI USA have sent an email to their subscribers which takes the form of a thankyou from the daughter of the founder of the Ethiopian Human Rights Council, who was detained and imprisoned in connection with public demonstrations protesting alleged election fraud.
It's a good approach because people like to be thanked and they also like to feel that their letters actually go where they're needed and have some effect. The subject line, "thanks for helping to free my father", is also a winner. Once people have the glow (this stuff works), they get asked to do something more. It's a good formula.
Here's the email:
Dear Sarah,
Thank you so much for working to create a better world with Amnesty International. Today, I want to share with you how your efforts are saving lives and inspiring change across the globe.
My father Mesfin Woldemariam, founder of the Ethiopian Human Rights Council, was detained and imprisoned in connection with public demonstrations protesting alleged election fraud. He and 37 other co-defendants were recently convicted and sentenced to life in prison, for doing nothing more than expressing their political beliefs. But dedicated activists like you helped press the Ethiopian authorities to free Mesfin and other prisoners of conscience, which the government did today in Addis Ababa!
My father and his co-defendants suffered in prison because of overcrowding, lack of access to health care, and overall poor conditions. Today, his health remains fragile, but his spirit is strong. Thanks in part to your help, he is now free!.
You can help even more by sending an email to your Representative to ask them to co-sponsor and pass the Ethiopia Democracy and Accountability Act (HR 2003).
Please accept my heartfelt thanks for your continued support of Amnesty International's important work to champion human rights in Ethiopia and around the world. You are needed now more than ever, and as you can see, your actions really do change lives.
Sincerely,
It's a good approach because people like to be thanked and they also like to feel that their letters actually go where they're needed and have some effect. The subject line, "thanks for helping to free my father", is also a winner. Once people have the glow (this stuff works), they get asked to do something more. It's a good formula.
Here's the email:
Dear Sarah,
Thank you so much for working to create a better world with Amnesty International. Today, I want to share with you how your efforts are saving lives and inspiring change across the globe.
My father Mesfin Woldemariam, founder of the Ethiopian Human Rights Council, was detained and imprisoned in connection with public demonstrations protesting alleged election fraud. He and 37 other co-defendants were recently convicted and sentenced to life in prison, for doing nothing more than expressing their political beliefs. But dedicated activists like you helped press the Ethiopian authorities to free Mesfin and other prisoners of conscience, which the government did today in Addis Ababa!
My father and his co-defendants suffered in prison because of overcrowding, lack of access to health care, and overall poor conditions. Today, his health remains fragile, but his spirit is strong. Thanks in part to your help, he is now free!.
You can help even more by sending an email to your Representative to ask them to co-sponsor and pass the Ethiopia Democracy and Accountability Act (HR 2003).
Please accept my heartfelt thanks for your continued support of Amnesty International's important work to champion human rights in Ethiopia and around the world. You are needed now more than ever, and as you can see, your actions really do change lives.
Sincerely,
Thursday, 12 July 2007
Virtual sit-in
Philippines 'virtual sit-in'
By Manila, Philippines
March 23, 2006
AdvertisementAdvertisement
Computer-savvy Philippine protesters took civil disobedience to cyberspace Thursday, launching a "virtual sit-in" campaign that urged online activists to overwhelm the police Web site with numerous hits.
Protesting alleged human rights abuses, activists calling themselves "Electronic Brigade" opened a Web site that directs visitors to the main national police site.
"You are about to take part in an online direct action protest. Please confirm that you are willingly taking part in this action by clicking OK or exit without taking part by clicking cancel," the message said.
The activists, who are not identified, said their brand of "hacktivism" is legal because it technically involves just visiting a Web site.
Similar tactics, known as a denial-of-service attack, have been used before to cripple leading commercial sites such as Amazon.com, Yahoo, CNN and eBay. A Canadian teen pleaded guilty to charges of mischief in connection with those attacks and other security breaches.
More recent computer worms have been designed to launch similar attacks against Microsoft Corp. and other companies. A Minnesota teen was sentenced last year to 18 months in prison for unleashing one such worm.
Police did not comment immediately, and it wasn't clear how many hits their Web site recorded.
The activists' Web site opens with a cartoon of the "Electronic Brigade" members dressed as super heroes, wearing masks and caps. A blurb accuses police of rampant human rights violations.
By Manila, Philippines
March 23, 2006
AdvertisementAdvertisement
Computer-savvy Philippine protesters took civil disobedience to cyberspace Thursday, launching a "virtual sit-in" campaign that urged online activists to overwhelm the police Web site with numerous hits.
Protesting alleged human rights abuses, activists calling themselves "Electronic Brigade" opened a Web site that directs visitors to the main national police site.
"You are about to take part in an online direct action protest. Please confirm that you are willingly taking part in this action by clicking OK or exit without taking part by clicking cancel," the message said.
The activists, who are not identified, said their brand of "hacktivism" is legal because it technically involves just visiting a Web site.
Similar tactics, known as a denial-of-service attack, have been used before to cripple leading commercial sites such as Amazon.com, Yahoo, CNN and eBay. A Canadian teen pleaded guilty to charges of mischief in connection with those attacks and other security breaches.
More recent computer worms have been designed to launch similar attacks against Microsoft Corp. and other companies. A Minnesota teen was sentenced last year to 18 months in prison for unleashing one such worm.
Police did not comment immediately, and it wasn't clear how many hits their Web site recorded.
The activists' Web site opens with a cartoon of the "Electronic Brigade" members dressed as super heroes, wearing masks and caps. A blurb accuses police of rampant human rights violations.
Tuesday, 3 July 2007
collecting details of supporters
Oxfam has a great way of collecting a person's details when they sign up for a newsletter.
1. You sign-up by putting in your email address.
2. You get an email verification, which you click.
This is standard. Where they excel is the next step. Usually, you just get a confirmation message, but Oxfam have the following:
"You have successfully subscribed to Activist Newsletter.
Help us be more effective
Please provide us with the following information about yourself to help us keep our records up-to-date and avoid duplication."
How good is that copy?! Then they go on to collect full information about people. It's the best I've seen.
1. You sign-up by putting in your email address.
2. You get an email verification, which you click.
This is standard. Where they excel is the next step. Usually, you just get a confirmation message, but Oxfam have the following:
"You have successfully subscribed to Activist Newsletter.
Help us be more effective
Please provide us with the following information about yourself to help us keep our records up-to-date and avoid duplication."
How good is that copy?! Then they go on to collect full information about people. It's the best I've seen.
Friday, 29 June 2007
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