I interview Social Entrepreneurs the world over on my podblog. I’ve also worked alongside these folks for about a decade. Across all of this, I’ve noticed common themes in the ways that they build successful cause based businesses – so, I offer these 10 keys as the first step on your journey to pursuing your dream of sparking social change. I’ll publish new keys each week, so follow this series, learn from it, incorporate it into your work, and become a part of our movement at socialchangenation.com
So far, nearly every product I’ve ordered from a socially conscious company has included a heartfelt (and often handwritten) note on my product sharing a bit about the movement I had just joined – who does this??? People who truly have their heart in the right place and want to engage folks in their cause, that’s who.
Remember how I said earlier that you need to make people part of something bigger than themselves? It is here that you shine with this. Let them know exactly how they fit in with your cause, and why they should continue supporting you. If they’ve already engaged with you in some way (e.g. bought something or donated) you already have a yes from them, so keep asking “how can we continue to make you part of this movement?”
Another great way of doing this is to have a collective term you use to refer to your tribe. Now, that might sound a little bizarre, so rest assured, I’m not talking some Borg like collective where these people respond to your every wish – I’m talking a collective of like minded folks who want to see change happen in the same way. I call my tribe ‘Change Nation’. I like this, because it captures the idea of change and a movement in two short words. It also helps them see very quickly that we have a crusade mentality here – one that says when we are united in this idea of change, we become a nation, and a nation gets to make the rules and set the terms in the way it wants. When was the last time a company let you set the rules?? Basically never, right? Let your tribe set the rules and become part of your crusade, and you will have brand loyalty like you wouldn’t believe.
3 Quick Tips to get Started on this Key:
– Tighten up your social media presence. Personally, I’ve just focused on knocking it out of the park with my Twitter community, so choosing just one platform (as a start) can be a great plan.
-Build sharing into your story by giving people pictures, quotes, and maybe even a small postcard that encourages them to spread your message.
-Define your motto & then state it over and over again. Once people start sharing that for you, you’ll be in a strong position.
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