The design of social good: Crisis Overnight Sarah Evans 224.829.8820 [email_address] http://www.sevansstrategy.com @PRsarahevans
A true crisis
Elgin-Area Community Crisis Center
Funds were GONE
Contemplating closing doors July 1, 2009
1 week to plan; 3 weeks until deadline
Donated social media presence for 12-hour
Needed $150K in two weeks
Met. Strategized. Went to work.
Designing Crisis Overnight
Messaging: We raise the funds the Crisis Center stays open. We don’t, they close.
Donation of online identity for 12 hours
Online donations = CROWDSOURCING
Old concept, new twist
Reporter vs. online brand
The kindness of others <Insert props to SamataMason>
Heartfelt. Real. Life.
“ It’s a Wonderful Life”
Donations rolled in. $30K the first 12 hours Didn’t meet the goal. Didn’t give up.
People KEPT on talking and GIVING!
Across the U.S. All over our community.
Established network. Credible source.
Concept of ENORMITY The problem with enormity in marketing is that it doesn't work. Enormity should pull at our heartstrings, but it usually shuts us down. – Seth Godin If you've got a small, fixable problem, people will rush to help, because people like to be on the winning side, take credit and do something that worked. – Seth Godin http://sethgodin.typepad.com
Evangelize: 1. Show kindness 2. Share your story
People got excited about the cause. People got excited about the tools!
Clear, concise messaging. Sense of urgency. Voyeuristic.