"I'M ASKING YOU TO BELIEVE." Not just in my ability to bring about real change...I'm asking you to believe in yours."
Politics aside, I'm REALLY impressed by the marketing savvy of the Obama campaign. First of all, what a great message! The entire campaign is premised on the assumption that I/WE/ALL OF US are at the center of CHANGE. The campaign is not about Barak, he's just the vehicle. WE are the people in POWER. Second, the Obama campaign is using TECHNOLOGY to reinforce the Obama brand which stands (at least on paper) for service, diversity, inclusivity, collective power and strength. By using the Internet to exponentially expand the reach of the campaign they are saying in effect, this is about more than the top 1 % of donors, i.e. the political elite, this campaign is about all of us on end of THE LONG TAIL.
Want to be a better marketer? Here are some tools and rules from Barack.
1. Put me front and center. As narcissistic as this IS, put me in the center of your cause. What can I do to help? Why should I bother? What's in it for me? Make me feel special and important and powerful. Realize that you are just the vehicle for my self expression. I'm the one in charge.
2. Inspire me. Make me feel like I'm part of something big and exciting and positive. I don't want to help you raise money for your operating fund. I want to help you send more poor kids to college, eradicate extreme poverty, build homes for families, or put a man on the moon!
Tool: Passion. Clear, concise, consistent messaging and IMAGES.
2. Ask me to help. Be direct. Tell me what you need me to do and then ask me to do it (and a little more). I don't care about all of your statistics. I'm busy. I want to help but I don't want to have too work to hard.
Tool: "Donate Now" button.
3. Invite me to the party. I may or may not decide to come but give me the option of connecting with other folks who share my passion. This makes me feel like I'm part of something bigger, instead of just another name of your mailing list. And who knows, once I'm engaged you may get me to do even more for OUR cause.
Tool: E-mail, List serv, forum, social networking platform.
4. Keep me informed. While no charity is likely to get as much PR as Barack (except in a disaster), don't make this an excuse to neglect me. Thank me for my support, let me know how WE'RE doing. Have we met our goal? Have we made a difference? Have we changed the world yet?
Tools: E-mail, RSS feed, website, blog
5. Listen to me. Here's the thing, I'm busy. This means that if I make the time to e-mail or write to you there's something important on my mind. Listen and respond authentically. Make me feel heard.
6. Encourage me to do more. Ask me to invite my friends to join OUR cause. If you treat me right I just might invite them along and then we'll raise even more money and have an even better time!