I came across a great article by Kathy Sierra on the Creating Passionate Users blog—wonderful source for “neo-marketing” ideas, many relevant to social causes (once you get the hang of making the translation from software design). She writes about the importance of giving people “I Rule/I Kick Ass” experiences — times when they’re able to accomplish what they want to, in a particularly satisfying way.

Achieving a flow state is fulfilling on a personal level because it creates an “I Rule/I Kick Ass” experience. And that’s a Good Thing, whether it’s attached to an important cause or not. Happiness is beneficial all by itself.

(And one can argue that in a systems thinking way, the more experiences like that a person has, the happier they are and ultimately–the more likely they are to contribute in the world. To pursue more adventures and challenges and who knows where it could lead … but that’s not necessarily our job.)

Lucky for us, that is the job of those of us who work to engage people in the common good. Create more chances for people to be successful in affecting the world around them … make darn sure they see that they’ve made a difference … and they’ll want to do even more.

What better way could there possibly be to “market” an organization of social good, or a social cause?

And what a relief.

You can stop trying to convince people that your organization’s “needs” are bigger, more serious, more urgent than anybody else’s. You can focus instead on showing what people are accomplishing through your organization—let them taste the happiness that comes from being engaged and effective.

More than that: You can stop trying to convince people they have to act (volunteer, give money) or the world will end. No more guilt trips, no more painting a bleak picture, no more hand-wringing and arm-twisting.

The truth is, people want to be engaged. They want to make a difference. And they want to be happy. We’re hard-wired that way.

Your job is to give people a chance to enjoy doing what they already want to do. And to let them feel their personal power. They’ll naturally want to do even more, and the world will be the better for it.

Link: The post over at Creating Passionate Users

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