Social media promotions are double-edged swords.

On the one hand, you have a chance to delight a whole new audience, grab mindshare and win evangelists. But on the other, it’s oh-so-easy to lose fans – as IndiaPlaza.in will very likely discover soon.

I’ve had some pleasant online shopping experiences with them before. And to be offered a gift certificate for Rs.500 was a nice incentive to ‘Like’ them on Facebook.

Well, it seems a few thousand others felt that way – because there are over 6,500 fans on their FB page today.

And then, I got the gift certificate. Went shopping. Selected some books and a phone. Reached the checkout page. And discovered that my coupon IS NOT VALID for these items!

What a waste!

Of my time. Of the hard-earned goodwill. Of an interesting social media campaign.

When a business wastes my time, they lose me as a customer. I have little patience for games like this. As a result, IndiaPlaza.in probably lost out on many future purchases (my online book buying every year alone is quite a nice chunk of change!)

And who knows how many more people will be annoyed by this approach.

Consider the alternative.

• They could have given away Rs.500 on ALL purchases.

• And sent buyers a nicely designed promotion piece when the order shipped.
• Maybe even another coupon, or a thoughtful gift – to say ‘thank you’.

• Offered an email newsletter tailored along related interests.
• Tied in repeat deals with a referral program.

Oh, there are so many options to have scaled this up, and boost life-time value of their already happy clients.

Instead, a narrow-minded focus on immediate profit has likely destroyed a multiple in future value.

I’m planning a social media promotion shortly. In it, I will be giving away my ebook, which sold for as much as $27. And I will be PAYING anyone who reads it $5 out of my pocket.

Why?

Because I can. And it will create interest. A buzz. Get people talking. And most important, because it will change some lives – since the book is powerful, and people will read it.

This recent experience is a valuable lesson for me. Of what not to do.

What are your thoughts?

My daughter and I have an interesting pastime. We take long walks in the evening, and talk about stuff. Just stuff. Some of it is trivial and silly. Other things are profound and deep.

Explaining concepts to a child, and answering the probing questions that follow, often let me clarify (to myself) some vague and ill-defined positions I’ve accepted earlier.

Yesterday, we discussed competence and excellence. And the Peter Principle… “Each man rises to his level of incompetence.”

I stated my view of the continuum thusly:

Ignorance: Lack of knowledge about something.

Incompetence: Inability to execute with even modest quality or efficiency.

Mediocre: Able to do it, but far below acceptable standards.

Average: Modestly adequate. Tolerable. Barely acceptable.

Competent: Having capacity to do it – and do it well.

Good: Competence, with an edge. Better in one (or many) ways than most.

Excellent: Top notch. Superior quality standards. Hard to improve upon.

World-class: Reaching the highest stratum in the universe.

World #1: THE ultimate best in the world. Usually one. Rarely, a tiny group.

Then, we discussed specific examples. Like cooking, playing chess and writing books. And we mentioned names. Like Diego Maradona, and John McEnroe, and Michael Jackson.

My point was that anyone (barring serious physical or mental impediments that may interfere) can aspire to being world-class, as long as they have the discipline to raise their “level of incompetence” to a higher plane.

It’s just a question of knowing the price to pay – and then choosing to pay it.

Yes, it might take ten years – or longer.

Yes, it demands an obsessive, maniacal focus on one (or a few) things, to the exclusion of much else.

Yes, it means giving up something – which may be more precious, more important, that matters more.

That’s the price one pays for being “world class”. As a Spanish proverb goes, “Take what you want and pay for it, says God”.

Beyond that point, it’s a random variable.

There are 512 world-class soccer players at FIFA 2010, but only one Messi. There have been thousands over the years, but only one Diego Maradona, and one Pele.

Being a Pele or a Maradona, a Michael Jackson or an Oprah Winfrey, a John McEnroe or a Gary Kasparov, isn’t predictable. It’s sheer luck.

What do you think?

1 person emailed me about it.

I tweeted about it to 4,432 followers on Twitter.

4 people suggested ideas that may work.

1 person contacted me with an offer to help.

I blogged about it.

I shared the message with 1,353 via email.

35 clicked the link to read my blog post about it.

3 made donations.

We hit the target.

400 children will benefit from teaching aids.

These numbers are fairly typical of any fund-raising effort I’ve been involved in. And they never cease to amaze and humble me.

Any meaningful change is effected by the caring few.

YOU can be one of them.

Start. Today.

I read the story three times.

First, in the writer’s voice. As if she was telling the story.

Next, in my mother’s voice. As if she was telling it to me.

Finally, in my voice. As if I was telling it to my daughter.

And each time, it was a little different.

Subtly unique.

Personal.

That’s why it’s great writing.

Read it… here.

We’ve heard about ‘writing from the heart’ – but from the soul?

As a young teenager, Harold Robbins was one of my favorite authors. Everything about his writing was stark, visceral and brazen. Reading it was gut-wrenching, and often deeply disturbing.

Talent like Robbins’ is rare. And when I started writing a lot myself, it became apparent why. Writing from the heart, exploring painful or controversial themes, and doing it in a candid, open and forthright manner leaves the writer exposed.

Vulnerable.

Defenceless.

My good friend and professional writer, Becky Blanton, calls this kind of writing “getting past the gatekeeper”.

Great writing that speaks to wide audiences, and does it in an intensely personal way, requires slipping words, thoughts and feelings past that wary, watchful guard living inside your head.

That’s not easy.

Yet, it’s only that kind of writing that can hope to resonate with a reader’s emotions.

Today, by sheer accident, I stumbled onto a blog that’s crafted by a master wordsmith. And – for the first time ever in 15 years of Web surfing – I found myself engrossed in her fabulous writing… for well over an hour!

It began when I set out to help Veena get her third graders teaching aids. Through Padmaja, I came to hear about “The Alternative“ – and saw an author whose shared my niece’s name.

Curious, I explored a link back to her blog, “The Clean Slate“. One of the first posts I read was “Your Story” – and I was hooked.

Hours later, having read a bigger collection of poems, short stories, and poignantly provocative blog posts at one sitting than ever before, I wondered what lay at the root of that appeal and attraction.

Surely, other writers wield as skillful pens as Malavika. But what sets this blog apart was her seemingly effortless ability to “get past the gatekeeper”.

I’ve bookmarked the blog to return to. Learn from. And study to better my writing skills.

If you don’t have as much time as I did today, then at least make sure you read “Rites of Passage” and “Letter to Samantha“.

Yes, Twitter is a waste.

But only if you consider one hour on it a waste… even if it results in 300 primary school kids getting important teaching aids.

Let me explain how I ‘wasted’ an hour this morning on Twitter. But first, here’s the…

Back Story

It started a few weeks back… with a connection on Twitter.

I read a guest blog post by Veena Verma on the Pratham Books site.

It led (thanks to Maya) to an interesting phone conversation with Veena, who lives and works in Mumbai. Her project of working with primary school students with very limited access to educational aids, and her obvious passion for what she does, got me very enthusiastic about helping in whatever way I could.

As Veena was changing over to a new school within the project, she wasn’t sure about what form this support might take – until yesterday, when she wrote to me.

“I am teaching grade 3 but most of my children are at pre-KG (kindergarden) or KG level. I’m starting with the alphabet and phonic sounds. This is a much bigger challenge than the last time around.”

There are 2 things that are ‘top priority’ for her work:

1. A set of math teaching kits to help the 3rd graders construct knowledge about numbers, place values and number operations.

2. A projector, to help build language skills as soon as possible. Videos and songs will be a great resource. A laptop simply doesn’t work, given the class size.

When I heard her estimated budget, I was surprised. Veena’s choice for the math kit provider was Navnirmiti, a non-profit organization itself, and they unhesitatingly offered a 15% discount on already reasonable prices when they heard about her work.

I instantly agreed to sponsor that portion myself.

The projector is a bit costlier, but definitely NOT expensive. And it will be shared among at least 10 classrooms in the area! Who can resist the chance to help nearly 400 young children get an education?!

Together, the entire cost is $750. I want to try and raise it – by Monday. (Call me an ambitious over-achiever, if you like – but donate first, before you do!)

So, I went to Twitter. And posted a tweet, asking for ideas.

Nothing happened until I went to bed.

An Hour This Morning…

Nothing had happened by the time I logged on this morning, either.

That was surprising. So I tweeted about it.

And then, this did:

To cut a long story short, I now have 2 great ideas, and one influential connection, that will together almost certainly get the kids what they need… by tomorrow.

So, yes, Twitter is a waste… if you don’t place much value on the literacy levels of hundreds of children, or the power and impact of a caring network of people, or in the belief of our existence in a inter-connected global community.

Not if you do.

Do YOU want to be a part of this ‘challenge’? Here’s how you can:

* I’m offering ONLY FIVE slots in my 6 week long Infopreneur mentoring program – for donors who contribute $150 to this project. (regular proposed price $1,497 – currently NOT open to registration)

Here are a few comments recent mentorees made:

“Dr. Mani genuinely wants to help and has extreme experience in what he is saying. You should join the course and follow it to the letter.”
Sanjay Wadhwa, Mumbai, India

“The mentorship is wonderful worth doing it.Its very valuable and informative. Thanks Dr. for having me onboard.”
Joshua Mwakazi

“This is the best program and it is worth the value. its simple to understand and helps you build a business from scratch.”
ikechiawazie

“The information here will help so much by saving you time and infusing you with the knowledge you need to get things off the ground!”
Sharon Mosser

“Unlike most guru who are out just to earn your money, dr mani is really here to help you out. he will help you build a strong foundation and mindset which will help you get far in the internet business. there is a easy to follow system in his program and you can approach him any time when you have any questions.”
Gladwin

(Full disclosure: These reviewers did NOT pay full-price, but are early testers of the process, as I’m refining the program and course material)

There are many more along these lines. And not one of the students enrolled have estimated the value they have received as being less than $197 (even though most are only halfway through the course)

How to donate?

Make your payment via PayPal ONLY to info (at) ezinemarketingcenter.com

That’s

Please mention that it is for the School Teaching Aids project.

If you’re not among the first 5 to donate, I may not be able to let you join the mentoring program.

Oh, and if you’d like to donate a smaller (or larger) amount, please do. I’ll keep the total updated from time to time.

And if you want to ‘waste’ a little more time on Twitter, re-tweet a link to this post

UPDATE:

Target amount to raise by Monday: $750
Amount we have raised until now: $750

Yes, we hit our target – and it isn’t even tomorrow yet! YAY!!!

Special thanks: Wendy Landes and Nicole Dean

UPDATE #2:

I might run a special offer for some of my best ebooks, as an additional fundraiser. If this interests you, please stay informed by joining my email list.

I sat in front of the monitor, watching intently.

The angiogram of a child we were operating on next was playing. In black, white and gray, it displayed the deadly heart defect that left him breathless, blue, and fighting to live.

The door opened. An anesthesiologist’s head peeped in.

“Come on. Get scrubbed. The patient is ready.” She was in a hurry.

“One moment,” I replied. “I haven’t finished seeing this angiogram.”

And then, she spoke the words that opened my eyes to a stark realization – and led me to make a major career choice… to resign my position at India’s biggest congenital heart surgery center.

“It doesn’t matter.”

She went on, “Dr.R has seen it already.”

Dr.R was the consultant who’d be performing the surgery. I was assisting him. Until then, I thought my role in the unit was important. That what I did mattered.

Apparently, it did not.

I was redundant. Unnecessary. Irrelevant.

A week later, I quit.

And moved to the University hospital where I had trained. A place where I conducted surgery on my own. Where I was actually making a difference.

Where my evaluating a patient’s reports before surgery mattered.

Where my involvement with the child’s family mattered.

Where my teaching and guiding a resident trainee on proper procedure and conduct of complex surgery mattered.

Yes, it matters.

It matters where you are. It matters what you do. It matters whom you impact.

It should.

And if it doesn’t, well, maybe you don’t belong there?!

I’ve read Seth Godin’s blog for many years. So have millions of others. (It’s free.)

And like those millions, I’ve bought his books. First, one. Then, another. Soon, the entire collection. (It’s inexpensive.)

Not surfeited, I now wait eagerly for the next one.

And in the meantime, discuss his existing work with a group of like-minded people inside his private social network, Triiibes.com

I also watch videos of his presentations on YouTube.

I even wrote once to ask if he sells recordings of his lectures. When he mentioned a few months later that one was available, I immediately ordered the DVD (It was pricey!)

Whenever he does a fundraiser for his favorite, the Acumen Fund, I try to donate. (It’s fulfilling)

And yesterday, when I heard he was coming to Hyderabad to give a talk, I reserved my seat, booked my flight, and am raring to meet Seth Godin for the first time. (It’s expensive, and uncomfortable.)

Am I a true fan?

I’ve gone from reading a blog, to buying books, discussing ideas, wanting to learn more, asking to purchase expensive collectibles, getting involved in a shared purpose, and am now going to some trouble to get a chance of meeting the person behind this.

What has Seth Godin done on his side to retain my trust and respect?

• Been authentic. Shown integrity. Remained consistent. Over many years.

• Is always courteous. Responds to almost every email, even if only with a few words.
• Has reached out to help, gone over and above the minimum – and done so willingly.
• Has never abused the trust I’ve vested in him.
• Is at or near the peak of his chosen area of expertise. And stayed there.

Do you want to lead a tribe?

Do you want more ‘true fans’?

This sounds like a good game-plan to follow.

Just be prepared to stick with it for a while!

Facebook claims to be at the fore-front of a revolution. A movement embraced by the “younger generation” who WANT to do and share things publicly. A generation unconcerned about ‘privacy’, in a way that’s totally incomprehensible to their elders.

• So, is it really a wave, a paradigm shift, a break with tradition?

• Are we watching as a global populace suddenly embraces the concept of living their lives in the glare of publicity?
• Are we entering a changed world where transparency rules, and nothing is secret… but no one quite cares?

I think not.

There’s a reason today’s teens and twenty-somethings aren’t concerned about privacy.

They don’t have much to hide!

Oh, sure, we all had our private secrets as kids and youth. But while some of them might make us squirm in embarrassment if others knew them, few would cause any serious harm or damage. (Some of mine show up in answers to probing questions my 10 year old asks in the course of regular conversations – and, so far, they haven’t led to any calamity!)

But anyone who has weathered the first two decades of their life surely has some skeletons in the closet that they would prefer to keep firmly locked away. Forever.

Deep, dark secrets. Deadly serious mistakes (even crimes). And (worst of all?) evidence of their evolving stance on various issues, values and concepts.

Moral issues. Religious ones. Ethical dilemmas. Rights, and perspectives. Value systems.

All of these evolve as we grow, learn and experience more of life. And often the stance we end up adapting and following as adults is arrived at after starting out somewhere else – sometimes even in a diametrically opposite position.

For instance, a vivisectionist could end up a strong advocate for animal rights. A pro-life protester may become a gynecologist. A marcher in an “equality for all” parade may steer the wheel of a profit maximizing capitalist juggernaut. A raving liberal may head an ultra-conservative political movement.

Anything may happen. It often does. Think back to your youth, and you’ll come up with more examples than I can possibly list.

The difference was that our evolution happened in private. With no (or not many) records to prove the earlier bandwagons we once rode on, the points of view we once revered, the passionate beliefs we once harbored.

Because, back then, there was no Facebook. Heck, there was no Internet!

Do you think my niece, who proudly displays (as her FB profile) a photograph of herself grinning widely, in the trunk of a car, holding a can of beer, will feel differently when that same photo is dug out, dusted off, and publicized a few decades later?

Maybe at the time she’s running for election to the governing council of her medical association? Or fighting a lawsuit for malpractice? Or held up as ‘evidence’ when she’s lecturing her little daughter against the evils of drinking alcohol?

There are things I’ve done in high school and college that are (thankfully) relegated to the catacombs of the collective memories of classmates and buddies… and NOTHING ELSE! I mean, stuff like that night when we went… (oops, I almost forgot myself for a minute, there!)

Anyway, the only (and uncertain) way you can dig these things out is by seeking out my mates, and spending long hours exploring their (now age-dimmed) memories. And even then, you’ll only find out stuff that’s purely uncorroborated, and can’t ever be proved – one way or another.

Not any longer. The ‘Way Back Machine’ has records of a ton of stuff you publish online. And digging them out to confront you with later is merely a question of knowing which search strings to program into a piece of software, or which chunk of code to use with explosive impact!

Your past WILL come back to haunt you.

And you’ll have Facebook (or your other preferred social network) to thank for it.

The time to pass judgement on the “We don’t care about privacy” standpoint that today’s youth has (supposedly) adopted isn’t now.

It’s ten, or twenty, or thirty years from now.

By then, of course, Pandora’s box will have been long open. And the genie will be out of the bottle.

Hope YOU won’t be the one to try and put it back in!

I was excited to see India’s cricket hero Sachin Tendulkar on Twitter. In record time, he has over 250,000 followers – and one of his early actions on the social network was to raise funds for a Foundation to help children with cancer.

Any cause that helps suffering children gets my automatic endorsement and support… and this post was crafted in alignment with that purpose. Because in Sachin’s efforts, I see some lacunae which may cost precious donations that might help a few more ailing children.

Having been involved in fundraising online for almost ten years, I’ve learned a lot about best practices, what works, and critical elements of a fundraising website which build credibility and maximize donations.

Here are a few questions prospective donors often ask when they arrive at your site.

1. Who is raising money?

This matters over and above everything else, because if it’s someone I don’t trust, then I’m definitely NOT donating. Imagine Bernie Madoff setting up a website that seeks donations. Would you contribute?

So, clearly explain who is raising money.

On Sachin’s site, I know the two people involved very peripherally. Sachin Tendulkar is a household name in most Indian homes, as a generation grew up admiring and being entertained by the ‘master blaster’. When his wife Anjali appeared for her medical school final exam at Sir J.J.Hospital, I was a senior surgical resident in Prof.Adi Nazir’s unit – and watched her win a gold medal.

But that’s all I know about the couple who are now raising funds for a worthy cause. On the website, there’s little else about them. Telling a story about how they came to be involved in fund-raising for cancer kids could go miles longer in getting visitors to buy in to the cause, and support it.

We also hear of a Dr.Jagannath – but know nothing more about him. (UPDATE: See below for how I got to know Dr.Jagannath, and more about this amazing and compassionate surgeon!) Tell us HIS story. We WANT to hear it. That’s true of ANY fundraising or awareness building website. Don’t go light on that part of the website – it matters more than anything else!

See how I tell my story here.

2. What are they raising money for?

The cause or problem that you are hoping to solve needs to be highlighted. The more detail you can provide, the better. And the focus needs to be on the solution, more than the problem.

This is where most fund-raising websites fail. Copywriters or activists go overboard trying to build up a sense of the futility and hopelessness that their chosen recepients are facing – with the result that a prospective donor begins to believe nothing can be done… and leaves without donating!

Story telling works even here.

• Talk about how you are trying to make a difference.

• Tell your donors and supporters how their involvement matters.
• Show how even a minor contribution on their part can have spectacular impact on those unfortunate people you are working to help.

See how I do this here.

3. What exactly will be done with the funds?

Too many fund-raising websites gloss over this part. Sometimes, it’s because they aren’t yet sure, or are still drawing up plans.

But sadly, this ‘missing part’ is what they have in common with other sites that are scams trying to cheat people to contribute to a non-existent cause!

A great differentiator for a genuine charity venture is to showcase, in copious detail, what happens to the money that is contributed. Talk about what you’ve already done, if your organization has a track record. Or explain at elaborate length the scope and nature of your activity and involvement.

• Are you building up a corpus, or raising operating capital?

• Will you be funding individuals, or other groups?
• Are you running a short term event, or do you plan to keep this going?

Tell them. They want to know. And then, get involved.

Once again, people love stories. Read one of mine here.

4. How much is needed?

Another important variable that is overlooked is to quantify your goals.

Tell your donors and supporters how much money you need to meet your targets. And then, denominate in terms of how they can help! Everyone likes being a part of something special – like your non-profit effort. Show them how it is possible.

There are many misconceptions about technical issues. When I started raising funds for heart operations, people wondered how they could possibly donate enough to fund such expensive treatment – because they thought each operation cost $50,000 to $100,000 (as it does in the U.S. and other developed countries).

When I explained how the same treatment only costs $2,500 in India, there was a renewed surge in interest – because now people believed they could really make a difference by getting involved!

So, always tell your audience how much you hope to raise. And by when. Then, let them know how they can contribute.

You’ll be amazed at how much of a difference it makes in getting more donations.

5. Where are the stories?

Everything I’ve listed out until now is about story-telling. And the reason it works in a non-profit context is because the stories are so compelling!

When you read about how a child born with a heart defect suffers, faces a stark future, and then a gleam of hope appears on the horizon by way of a donor who helps fund her operation – and then, when you see the bright smile that lights up her little face… something inside you comes alive and rejoices, too.

You feel GOOD. Because now you see how your decision, your action, your donation, is going to change a fellow human’s life and future!

That’s magical. Stories belong on a fund-raising website. As many as you have to tell and share.

But make sure they are real, genuine stories. Tell them honestly, ethically, with empathy and compassion. That is what resonates with your audience who wants to help you change the world and make it a better place.

See some of my ‘Smiling Little Hearts’ stories here.

6. Can I trust them?

With my data. My money. And my support.

Without this convincing element, your fund-raising website is DEAD IN THE WATER!

And that’s what prompted me to write this post – because when I looked at Sachin Tendulkar’s fundraising website, I saw it lacked some serious credibility building elements.

Here are some things you need:

* a privacy policy statement (explaining how you protect and use donor data)
* a ‘Terms of Use’ policy statement
* ’social proof’ by way of endorsements, testimonials, and links to other sections of the Web that help engender trust in you and your organization
* a statement of your aims and objectives
* your mission/vision statement
* details about your team, including composition of your board/management
* press clippings or media appearances, if any

While not the best example, see how I’ve attempted to include these on my Foundation’s website.

Will these automatically make visitors to your website trust you?

Of course not. These are just starting points. But combine this with a passionate community of supporters who’ll help you spread word over time, and you’ll have a winner.

How about glitz and glamor? A flashy website with bells and whistles, and killer design? A set of branded graphics, custom created scripts and stuff to create an immersive experience?

All of this might help too. But only AFTER you’ve got the essential elements firmly in place.

In the words of Warren Buffett, “Look for three qualities: integrity,
intelligence, and energy.“

Their order matters. And the six elements above will all help build on your image – as long as you’re doing what you do with integrity.

What more can you add to this list? Please share by leaving a comment!

UPDATED on May 24th, after communicating with Dr.P.Jagannath:

I have since had an informative email exchange with Dr.P.Jagannath, who is Chairman of the Department of Surgical Oncology at Lilavati Hospital & Research Centre in Mumbai.

With over 20 years experience as a surgeon treating patients with cancer, and a slew of accomplishments in his chosen field of medicine, Dr.Jagannath has more recently launched a portal for public and professional education on cancer at IndiaCancer.org.

Interestingly, it was inaugurated by Bollywood superstar, Amitabh Bachchan – yes, the same caring celebrity who funded 10 heart operations last year (here’s the story).

He has also set up a charitable trust called ‘Crusade Against Cancer’, a foundation with several objectives including prevention, education, and assistance for cancer patients, and the general public.

“In spite of significant professional commitments nationally and internationally as a chairman of world congress of IHPBA , I am trying to reach out and create awareness and help those in need,” Dr.Jagannath said in one of his emails to me.

You can learn more about this dedicated proponent of cancer awareness here and also on his LinkedIn page here.

And please help support his initiative to reach out a helping hand to children fighting the hardest battle of all, against the deadly killer called cancer.