movements begin within: mashable social good conference

Movements Begin WithinCreated for Mashable Social Good Conference by

Geoff Livingston

Shiny Object Syndrome

Yay! Silo It!

Single Track Tool Mentality Doesn’t Match Stakeholder Experience

Stakeholder Experience Revolves Around Two Things

Cause As It Relates to Them Complete Integrated Experience

@ChildFund Example: Never Forget Why People Care!

Movements: Cool Tool, Yet…

• People care about causes• The cause inevitably impacts them, relating to

some sort of life experience• Compelling organizations understand it really

is the cause, and then their approach• Tools serve to share the cause, involve people

(Goodwill Fashionista, @livestrong)• Stakeholder use surpasses tool or action

Experience Example: Humane Society

Integration Creates Opportunity

Outbound• Email• Loyalist activities• Events/Meet-ups• Direct mail• Campaigns

Identity, donations, volunteering, activism, loyalty, growth

Inbound• More information• Participation invites• Feedback loops• Harness group

intelligence, activity (PM)• User gen. content• Fluid cause enterprise

Socialprise

Call to Action!

Creative Commons Images

• Shiny Object Syndrome by Johnny Goldstein, http://www.flickr.com/photos/jonnygoldstein/3381829829/

• Silo by Eirikref, http://www.flickr.com/photos/eirikref/727551264/• Ceiling Colors by Rana,

http://www.flickr.com/photos/ranna/343610310/• Complete Integrated Experience: Abstract Again by gilgono http

://www.flickr.com/photos/gilgongo/290918451/• ChildFund: Faith Smiling by ChildFund New Zealand,

http://www.flickr.com/photos/childfund_nz/3617408507/• Call to Action by Brick Marketing Consulting,

http://www.brickmarketingconsulting.com/020401_1409_0045_osls_op_640x495.jpg