The Finer Points on the Tipping Point Part 2
As we wrote in an earlier installment, the tipping point is made up of an initial action, followed up by several quick actions and interactions that start the momentum of a project or campaign to take a life of its own until achieving its ultimate goal.
Together, we agree the eventual outcome is dictated by the amount of effort and energy expended toward reaching the objective. Whether it’s a fundraising goal or an attendance figure, most of us are trapped between too many initiatives and not enough resources. There is either a lack of time, personnel or finances standing in the way of achieving our desired results.
But in most cases, these are merely excuses. As professionals, it is our job to use creativity, leverage resources and build audiences to make things happen. That is why we get paid.
Once in a blue moon though, all of the items align and you are allowed to transcend mere pedestrian levels and soar to new heights through the comments, actions and encouragement of your most devoted followers and those who are new to you.
But what allows us to benefit from all of that energy? You need to begin with a dedicated group of fans who follow you and are intrigued and captivated by your organization. But step two is to determine what will mobilize them to do something for your benefit? What will make them get out of their comfort zone and pledge or donate, and then ask someone close to them to do so too?
Is it the message? Is it the frequency? How important is it for an individual to be counted among the first? How important is it that an individual is counted among the masses? At what point are they moved solely by the fear to not be left out? How much will the tipping point affect them?
It is a mixture of all of the above that creates the greatest of successes, but those random ‘lightning strike’ instances are certainly not something you can put into your budgets or forecasts. It is the dedication of a single individual or small group to a single cause that create the most spectacular of results.
While the tipping point is indeed a numbers game, so too is all of sales and the sales functions. But to harness the goals, needs, wants and desires of our supporters – whether they are patrons of our organization, benefactors of our cause or merely consumers of our content, look at them as individuals that can be affected by the actions of the masses. In return, you must create the impetus for them to react and make sure you do everything you can to make them aware of it. it.
The socialization of the project, either in person or through social media channels, is what helps kick your campaign into overdrive. By having your fans share their support of you with their network, makes the impossible possible, the unfundable fundable and invites others to get engaged and to feel involved.
The trick is how to make everyone aware of your success until which point it begins to take on a life of its own. This is where social media is your ultimate tool and allows everyone to be witnesses to the great things going on to such a point, they must jump in and be a part of the excitement.
Don’t take anything for granted and be sure to put yourself out there… way out there if necessary. You need to be noticed and respected for what you are trying to achieve. This does not mean you need to sacrifice your own personal beliefs, nor the tried and true rules of marketing. But those passionate few who go a little overboard in their zeal usually get to their goal first!
The person who only puts his toe in the pool risks not ever enjoying getting all wet, and in the end isn’t that what its all about? Pushing yourself for your cause may feel uncomfortable at first, but once you start to see the results, you know it is worth making yourself vulnerable to those who are as passionate about your organization as you are.