For many campaigns, it is very important to get people to buy-in. For some people the buy-in is easy as its part of their nature while for others it is extremely difficult, they need to be sold on it. A successful campaign needs to address not only the emotional and scientific issues but also what benefits there are. This "What's in it for me?" is important to many people. Examples of this are:
Blue Box Recycling
Products are made from the things you recycle - mats, bags, clothing, household items - many of the goods you take for granted. More recycling means less need for products made from new so less pollution. The cost of landfilling will always go up and recycling helps to keep these costs (and your taxes) down. No one wants a landfill in their backyard, so recycling extends the life of landfills. You pay for the packaging so the more pressure that is put on the manufacturer to reduce the packaging, the less the cost of the product ( I used to make packaging and sometimes the packaging costs were more than the product inside them). It takes less energy to make an aluminum can from recycled cans than from new so less drain on the system. Recycling creates jobs If you have family, recycling reduces the mess you leave for your kids and grandchildren. You can make a difference, one person at a time. There are other topics such as Energy use, Non renewable resources, etc. but if you get the person to buy in and commit, they take ownership of the issue and the solutions and they make it work, not because they are being told they have to, but because they want to.
Andrew Tin
E.S.Fox Construction
Awareness and Behaviour
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I agree that it's important to address the "what's in it for me" question, but when I hear our peers try to do that, the results are often very clinical and appeal primarily to financial motives. Many people on the receiving end of this find it hard to swallow. "You're telling me that if I recycle my beer cans, I'll have lower taxes? Yeah, right." As a (part-time) fundraiser, I know that you can more effectively answer the "what's in it for me" question with emotional messages that appeal to people's higher aspirations and concerns about their reputations. You'll often feel better delivering messages like these, and they have the added bonus of being more believable: .. You will set a good example and others will look up to you .. Conversely, you'll feel (and look) like a jackass if you're the last one to get on board .. You will demonstrate good behavior for your kids and they will grow up with those values .. You will feel great knowing that you made a difference .. You'll regret it when the consequences of this problem manifest themselves and you remember you didn't do your part .. You'll reconnect with others as you work together on this shared challenge. Messages like this address the "what's in it for me" question pretty solidly, without requiring stacks of stats to prove.
Eric Eckl
Water Words That Work
P.O. Box 2182
Falls Church, VA 22042
(703) 822-4265
[email protected]
Skype/AIM: ericeckl
http://waterwordsthatwork.com