Care2's Digital Engagement Blog

If you flip a coin 6 times, there is a good chance that it won’t be 50% heads and 50% tails.  But, as you flip the coin more times, it will converge to the 50/50 set (unless you have a crooked coin).

Proctor and Gamble came up with the term “First Moment of Truth” to describe the moment when a customer is looking at the shelf and chooses a particular product. The customer's choice is the result of a number of diverse factors -- from a recent ad campaign to the product’s orientation on the shelf -- but the customer’s act of choosing shows how it all comes together (or doesn't).  

Issue campaigns have a lot in common with startups, especially when it comes to marketing. For example, a non-profit will often come up with a campaign idea, invest significant resources in building the relevant tools, and then market it to the public. Sometimes the campaign is successful and even goes "viral", but too often it doesn't. This is very similar to startups that invest millions in developing a cool idea only to have it fail. Webvan --  which raised more than $800 million in venture funding only to go bankrupt -- is a classic example. 

I've found that understanding some of the mind's cognitive biases can not only help nonprofit campaigners efficiently motivate our audiences into taking action online, but also help us be more effective professionally.

Testing email subject lines and content is pretty easy with many email marketing tools, but there was never an easy way to do the same thing with webpages...until Google Optimizer.