The design of social good:Crisis Overnight

Sarah Evans224.829.8820

sarah@sevansstrategy.comhttp://www.sevansstrategy.com

@PRsarahevans

A true crisis

• Elgin-Area Community Crisis Center• Funds were GONE• Contemplating closing doors July 1,

2009• 1 week to plan; 3 weeks until deadline• Donated social media presence for

12-hour• Needed $150K in two weeks

Met. Strategized. Went to work.

Designing Crisis Overnight• Messaging: We raise the funds the Crisis

Center stays open. We don’t, they close.• Donation of online identity for 12 hours

– Twitter– Facebook– Blog– Seesmic/YouTube

• Online donations = CROWDSOURCING• Old concept, new twist

– Reporter vs. online brand

The kindness of others<Insert props to SamataMason>

Heartfelt. Real. Life.

“It’s a Wonderful Life”

Donations rolled in.

$30K the first 12 hours

Didn’t meet the goal. Didn’t give up.

People KEPT on talking and GIVING!

Across the U.S. All over our community.

$164,000

What worked?

Established network.

Credible source.

Concept of ENORMITYThe problem with enormity in marketing is that it doesn't work. Enormity should pull at our heartstrings, but it usually shuts us down. – Seth Godin

If you've got a small, fixable problem, people will rush to help, because people like to be on the winning side, take credit and do something that worked. – Seth Godin

http://sethgodin.typepad.com

Evangelize:

1. Show kindness

2. Share your story

People got excited about the cause.

People got excited about the tools!

Clear, concise messaging.

Sense of urgency.

Voyeuristic.

I was only there one night…