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Helping brands and leaders be more influential
by embracing their humanity and personality.

Archive for November, 2010

Can Jumo Solve The NonProfit World's Biggest Marketing Problem?

IMB_Jumo_Logo Today marks the launch of Jumo, the new long awaited social networking platform from Facebook co-Founder Chris Hughes. In a recent interview with the Huffington Post published today, Hughes described the mission of the site this way:

Most every site that's out there focuses on donations. And, don't get me wrong, donating to organizations, especially right now, is really important. But Jumo is taking a very different approach. It's not just about how much money are donating to this or that group. It's about what kind of relationship you are building with that organization.

As anyone who has ever worked on a nonprofit communications or marketing plan will tell you, the single biggest challenge when it comes to cause related marketing is motivating people to act on what they feel. You might hear about underpriveleged youth or dwindling trees in the rainforest and most of us will have an instinctual emotional reaction that these things are terrible and we should do something to help. The problem is that this emotion is tough to turn into real action – whether that action involves donating money or offering time.

Some have argued that this difficulty is leading nonprofits into a wrongheaded attempt to make supporting a cause nothing more than a click (mockingly called "slacktivism") – which devalues the importance of real contribution via time or money, and offers people a chance at "moral self licensing" where they feel they have done their good deed and therefore stop trying to do more.

Jumo's big insight, as Hughes shares in his launch blog post, is that there can be multiple levels of engagement and if a social network can make it easy to do everything from support a cause you care about simply by clicking a "like" button – to actually donating money or agreeing to volunteer, then that is a big win for the entire nonprofit community. On Jumo, I can support causes as much or as little as I like, and find all of them in one place. The mission of the site is clear, and it's promise is huge.

The most powerful part of this idea, however, may be its directory aspect that first launched early Internet superstar sites like Craigslist and Yahoo. In a world where we have far too much noise and demands on our attention – something like Jumo could offer a one-stop shop for anything related to doing good by supporting a cause related organization. At least in part it is based on the assumption that there is a large population of Internet-savvy people who would do more if it were just easier. Whether you think Jumo can succeed at its mission or not, it's hard to argue with that.

IMB_Jumo_Homepage

Small Business Saturday: Amex's Smartest Marketing Effort Yet

Small Business Saturday: Amex's Smartest Marketing Effort Yet

This morning as most Americans will wake up after the busiest "Black Friday" shopping day of the year, a weekend of buying and saving is likely to continue as people start to catch up on buying things they need and things they don't. This year, however, Black Friday will be followed by the newly named "Small Business Saturday." Heavily promoted…Read More >>

How To Use Guest Blogging For Fun And Profit

How To Use Guest Blogging For Fun And Profit

This post is republished from my original article on the Amex Open Forum website. It is part of "Small Business Friday" on this blog, where I share ideas and marketing techniques specifically to help small businesses stand out. To read more articles like this, visit the "Small Business Friday" category on this blog. When thinking about perhaps using something like…Read More >>

30 Second Book Review: microMARKETING

30 Second Book Review: microMARKETING

Who has time to read books? We all should, but it's tough to know what is worth reading. Each week, this blog will spotlight a new book relevant for marketers or people in business with ideas worth learning and sharing. Through a combination of a personal interview with the Authors, and short review – you'll get the basic premise of…Read More >>

The Simple Secret To Being Strategic With Your Marketing

The Simple Secret To Being Strategic With Your Marketing

This post is republished from my original article on the Amex Open Forum website. It is part of "Small Business Friday" on this blog, where I share ideas and marketing techniques specifically to help small businesses stand out. To read more articles like this, visit the "Small Business Friday" category on this blog. In any business, there are things that…Read More >>

How Coke Is Reimagining The Future Of Social Events

It is easy to complain about the trivial nature of the majority of social media content, but it is rapidly becoming a fact of life that the socially connected among us can't help sharing our lives as they happen with our virtual networks. One place where this sharing behaviour becomes particularly accelerated is at live events. People tweet more often,…Read More >>

The One Thing Every Social Media Site Is Failing At (Except LinkedIn)

The One Thing Every Social Media Site Is Failing At (Except LinkedIn)

I have account with most social media sites that you have probably heard of, and a few that you probably haven't. It's not from being super socially connected, but rather from my desire to experiment and try new tools to see what value they might offer for me and for the businesses I work with. Over the last year, though,…Read More >>

30 Second Book Review: Making Ideas Happen

30 Second Book Review: Making Ideas Happen

Who has time to read books? We all should, but it's tough to know what is worth reading. Each week, this blog will spotlight a new book relevant for marketers or people in business with ideas worth learning and sharing. Through a combination of a personal interview with the Authors, and short review – you'll get the basic premise of…Read More >>

Why I Get Invited To Speak At Events (And How You Can Too)

This post is republished from my original article on the Amex Open Forum website. It is part of "Small Business Friday" on this blog, where I share ideas and marketing techniques specifically to help small businesses stand out. To read more articles like this, visit the "Small Business Friday" category on this blog. Over the past several years, I've spoken…Read More >>

Being Cranky

Being Cranky

Sometimes you know it is going to be one of those kinds of days. You can't find the right clothes to put on. Your team lost the big game the night before. Or you were up all night with a crying baby. The night passes, you wake up the next morning and you're cranky. We all have days like this…Read More >>