The social contagion effect occurs when an attitude or behavior is spread from one person to another and when the recipient does not perceive an intentional influence attempt from the initiator. In simpler terms, this means that people influence other individuals’ actions and beliefs without meaning to, and the person being influenced doesn’t realize it is happening. When it comes to cause-related campaigns, this is pretty important stuff; there are different means of motivating supporters that we may never have considered before.
Visibility of Actions Through Social Media Catalyzes Votes
Facebook and other social networks are more than just places to catch up with old friends and waste time that should be spent on more productive things. An article in the New York Times, titled “Social Networks Can Affect Voter Turnout” brings to light a study published by the journal Nature. Research conducted on election day 2010 showed that putting a simple Facebook message on the top of users’ sign-in pages could generate over 340,000 additional votes nationwide. According to the study, Facebook users who could see that their friends had voted, or even that friends of their friends had voted (called the social contagion effect) were more likely to vote themselves…or at least claim that they did.
“What we have shown here is that the online world and the real world affect one another,” said James H. Fowler, a professor of medical genetics and political science at the University of California, San Diego. The study suggests that social network sites can affect how many people show up to the polls on election day.
And Inspires Weight Loss
But that’s not all. The study’s findings could potentially apply to more than just election day voter turnout. New research is also being conducted on the use of social networks to help people lose weight. A study published in the journal Obesity, found that “weight loss is contagious,” meaning that individuals who are committed to a weight-loss team are more likely to lose weight. While this study did not specifically focus on online social networks, it certainly can provide some insight for nonprofit organizations looking to leverage their online community. With all the online apps and social networking sites, it is easy to take your weight loss goals online, and studies show that if you do it in a team-based environment, you will be all the more successful.
Using Shared Accountability to Achieve Your Goals
So what does that mean for other nonprofit organizations? Is this information useless to all groups that are aren’t focused on getting people to vote or lose weight? No, it just means that a little more creativity is necessary to engage audiences.
Success happens when communities are built around shared actions and transparent behavior. When members of these communities are forced to be accountable, they are more likely to follow through with their planned actions. Creating a sense of membership and affinity around your cause and the action you want supporters take will increase motivation. Your followers will be able to see what other people like themselves are doing, and feel responsible for pulling their own weight. You want members of your community to feel pride in what they have done, and be able to show off to others, inspiring more to do the same.
Tools Your Organization Can Use to Inspire Action
Here are some ideas for creating this accountable community around your cause:
- stickk.com is a website created on two important concepts discussed above: accountability and transparency. Users begin by selecting a goal, setting the stakes, getting a referee, and adding friends for support. They create “commitment contracts” and are asked to post periodic updates about their progress. Their “journals” are online for everyone to see. Whether or not they have money at stakes, their successes and failures are publically displayed. Think about how this concept could apply to your cause. Do you want people to stop smoking or to fit more exercise into their day? Would you like parents to spend more time reading with their children? Have willing participants pledge to a “commitment contract” and post weekly updates. Encourage them to have friends and family join in their pledge. Don’t forget to provide incentives and encouragement along the way!
- Fundraising campaigns are the perfect opportunity to take advantage of the social contagion effect. Many fundraising tools like razoo.com offer options to create fundraising teams. Features of the websites include leaderboards, timers and comment sections. Encourage board and staff members to start teams and compete to see who can raise the most money.
- Change.org is an online petition website that can be shared on Facebook, Twitter, websites, and blogs. Petitions tend to be successful because individuals can see other people’s names. This create the sense that they are not the only one ‘signing on.’ People are more likely to express their interest or affiliation with something when they feel that they are not alone.
Leveraging online tools to build communities around your cause can be extremely beneficial. By helping your supporters recognize their shared values, they feel like they are a part of something bigger than themselves. Make sure to thank everyone for their support and efforts. Making supporters feel appreciated is a key component in keeping them motivated and inspired. The more passion and drive they have for your cause, the further your mission will spread.
Jenna Stasiewicz assists in marketing and public relations effort at Red Rooster Group. She has a BA in Public Communications with a minor in Graphic Design from American University. Contact us at info@redroostergroup.com.