Over the last two days our household has been transfixed by the (now successful) efforts of the Chilean authorities to rescue 33 miners, trapped for 69 days underground in Copiapo. We were compelled to watch not just the nightly news recap, but also by the ongoing news stream. We were so compelled, in fact, that we stayed up late into the night, I tracked it over the following day, and we kept vigil to the bitter end as the last brave rescue worker made his way to freedom.
For us, that's a lot of TV! And we weren't alone. Millions of people around the world followed the story both on TV and the internet. And, it got me thinking...what motivated such a strong compulsion? Does this event have any lessons for nonprofits and how we connect with our audiences?
Why Were We Watching?
Partly, because we felt some sense of solidarity and need to support by keeping vigil. But there was more, something about how we as human beings react to information we receive. In the case of nonprofits, our job is to get people to react -- to donate, volunteer, change behavior, support our cause, etc. So, what could we learn here?
Emotion Trumps Intellect
A few months ago, I sat in on a talk by Duke Professor & Behavior Economist Dan Ariely (writer of "The Upside of Irrationality" & "Predictably Irrational"). His research, and that of others, gives us insightful clues about how to engage and motivate potential supporters. According to the research, we make 95% of our decisions based on our our emotions versus our intellect. Emotion is a much more powerful driver than reason. And, in fact, statistical information has a negative impact on action. In addition, we care more when we hear the story of one person versus the plight of millions. In other words, the more lives are affected, the less we care.
The Power of Storytelling
But the Chilean mine tragedy affected 33 men not just one. How did it affect us so powerfully? Let's start with the power of storytelling. When we hear a story, according to Roger Dooley, author of the Neuromarketing blog, we not only empathize, the appropriate parts of our brains are activated and we experience the story as if we were there. In Chile, through the power of multiple camera angles, above and below the surface, we were able to track the progress of each miner as he entered the escape pod and when he exited the mine shaft. In a sense, we could travel with each one of them on their journey to freedom...and we did it in real time.
Individuals Not Statistics
In addition, we we received individual information on each miner, their age, experience, role on the team, marital status, and who would be waiting up top to greet them. And, as they joyfully embraced their family and rescuers, we experienced the moment, empathizing and imagining ourselves in their shoes. (It brought tears to my eyes every time, without fail.) We were ignited by emotion, not because we heard statistics on the number of miners who have experienced similar tragedies, the rescue rates, the number of tons of material they hauled out every year, or the profits the company earned. We cared because we felt an emotional connection to their individual stories.
We Admire Their Tribe
Dan Ariely contends that "we are creatures of narrative, stories, and belonging." He discusses the instinct in humans to herd. People strive to be part of the whole. In the case of the miners, we aspire to be better human beings. We are inspired by their courage. We admire the strength of their tribe. More, perhaps, than we've admired anything in a long time.
What Can We Do at Home?
So, how can we be led by the miners example and do good in our worlds? By what means will we ignite the emotions of our potential supporters? What stories can we share that will resonate with the public? And what are we doing that turns people away? We are lucky. Our organizations help people change their lives each and every day, maybe not as profoundly as a mine rescue, but valued nonetheless. Imagine the support we might generate if we shared these achievements with the rest of the world in a way that really resonated.
To see and hear a recording of Dan Ariely's fascinating presentation for Network for Good click here.
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