mediacause.org | connect@mediacause.org | @mediacause
VIRAL MARKETING
FOR NONPROFITS
The 5 Best Emotions To Leverage
Adapt...
Why emotions?
“People will forget what you said,
people will forget what you did,
but people will never forget
how you mad...
HOWEVER:
Not any emotion
will drive action
and word of mouth
mediacause.org | connect@mediacause.org | @mediacause
Which emotions, then?
DON’T: Use physiologically low-arousal emotions
DO: Use physiologically high-arousal emotions
HUH? ...
Low arousal emotions
Low arousal emotions include happiness & sadness
People are less likely to take
action or spread the ...
High arousal emotions
High arousal emotions fire people up.
They drive people to action and spread the word:
• Awe
• Excit...
Awe
Futures Without Violence’s visual with a shocking statistic generated 190 shares.
FWV’s posts usually receive 20 to 50...
Excitement
Feeding America shared exciting news about a partnership with Dunkin’ Donuts.
It received 247 shares when its p...
Anger
NRDC posted a visual about the Pebble Mine that evoked anger.
It received 400+ shares. Its posts usually receive les...
Amusement
charity:water posted a visual of Boo, the “cutest dog in the world,” and it generated over
6,000 shares. Posts b...
Humor
NRDC’s Fat Tuesday post of a fat squirrel received over 900 shares.
Its posts usually receive less than 200.
mediaca...
Learn More
High arousal emotions is just one
element of viral marketing.
Learn about all six components to viral marketing...
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Viral Marketing For Nonprofits: 5 Best Emotions To Leverage

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Leveraging emotions is essential in marketing and storytelling, but some are better than others to create viral marketing for nonprofits.

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Viral Marketing For Nonprofits: 5 Best Emotions To Leverage

  1. 1. mediacause.org | connect@mediacause.org | @mediacause VIRAL MARKETING FOR NONPROFITS The 5 Best Emotions To Leverage Adapted from Jonah Berger’s New York Times Best Seller, Contagious
  2. 2. Why emotions? “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou mediacause.org | connect@mediacause.org | @mediacause
  3. 3. HOWEVER: Not any emotion will drive action and word of mouth mediacause.org | connect@mediacause.org | @mediacause
  4. 4. Which emotions, then? DON’T: Use physiologically low-arousal emotions DO: Use physiologically high-arousal emotions HUH?  mediacause.org | connect@mediacause.org | @mediacause
  5. 5. Low arousal emotions Low arousal emotions include happiness & sadness People are less likely to take action or spread the word with low-arousal emotions. mediacause.org | connect@mediacause.org | @mediacause
  6. 6. High arousal emotions High arousal emotions fire people up. They drive people to action and spread the word: • Awe • Excitement • Anger • Amusement • Humor mediacause.org | connect@mediacause.org | @mediacause
  7. 7. Awe Futures Without Violence’s visual with a shocking statistic generated 190 shares. FWV’s posts usually receive 20 to 50 shares. mediacause.org | connect@mediacause.org | @mediacause
  8. 8. Excitement Feeding America shared exciting news about a partnership with Dunkin’ Donuts. It received 247 shares when its posts usually receive less than 150. mediacause.org | connect@mediacause.org | @mediacause
  9. 9. Anger NRDC posted a visual about the Pebble Mine that evoked anger. It received 400+ shares. Its posts usually receive less than 200. mediacause.org | connect@mediacause.org | @mediacause
  10. 10. Amusement charity:water posted a visual of Boo, the “cutest dog in the world,” and it generated over 6,000 shares. Posts by charity:water usually receive 100 to 150. mediacause.org | connect@mediacause.org | @mediacause
  11. 11. Humor NRDC’s Fat Tuesday post of a fat squirrel received over 900 shares. Its posts usually receive less than 200. mediacause.org | connect@mediacause.org | @mediacause
  12. 12. Learn More High arousal emotions is just one element of viral marketing. Learn about all six components to viral marketing for nonprofits: http://mediacause.org/viral-marketing-nonprofits-applying-jonah-bergers- 6-stepps/ or email us at connect@mediacause.org mediacause.org | connect@mediacause.org | @mediacause

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