LEARNING BLOG 9: SOCIAL MARKETING FOR SOCIAL MOBILIZATION

MARKETING TO MOBILIZE BENEFICIARIES

One thing about instituting a program is your knowledge about your target beneficiaries, their characteristics and profile, what you want them to do and how you can make them do what you want them to do.  Your connection with your beneficiaries is a radical thing in persuading them to adapt to a certain behavior you would like them to execute to attain your program’s behavior.  The tricky thing here is your competence in the craft of seduction or let’s say it in other terms (temptation, enticement, or allurement).  

This is knowing how to get a knack to add some sweeter to your product (program) suitable to your individual beneficiaries’ context by essentially activating their  “I want it” “I need it” mental state. 

One more thing in connecting with your beneficiaries is considering some ways how they will avail the product, the additional expenses, the possible conflicts it could make with their routines, what most likely your beneficiaries will sacrifice to avail the product (program).

MARKETING TO MOBILIZE RESOURCES

Identifying your resources (the things you need) and sources (the people who have the resources) before initiating the program are the most imperative things in accomplishing the movement’s goals.  

In resources mobilization theory, we are working towards bringing money, supporters, attention of the media, alliance with those in power, and refining the organizational structure. ¹  Because definitely any program will never emanate without the contribution with those from our needed sources.

References:

1.  http://en.wikipedia.org/wiki/Resource_mobilization