An engaged community is an invaluable resource

The Big Knit, by Innocent DrinksWhen designing a new site feature or planning a new campaign, I always create with a rule of thumb in mind: “Lower cognitive friction and make it as effortless as possible for the user to participate.” Less fields in the signup form, less clicks to a destination, a better FAQ page…

Then I heard Ted Hunt from Innocent Drinks, during Fuel Conference on Friday, who talked about the +400,000 hats that were knitted during The Big Knit campaign for the Age Concern charity.

Knitting. Four hundred thousand hats.

Nobody’s getting paid to do this, and some participants even learned to knit specifically for the occasion. That’s when it struck me; far more important than reducing friction to participation is engaging the community so that they’re willing to do something crazy – like knitting hats – to support your cause.

2 responses to “An engaged community is an invaluable resource

  1. Hi Vero, Was good chatting to you on Friday. Keep in touch. (Notice no exclamation marks :))

    Andrew

  2. Pingback: Wings of a Blog

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Oh hello there!

I'm Véro - a crafty, knitty, spinny gal who enjoys making (and drinking) a cocktail or three. If you've stumbled here, you might enjoy browsing some of my older posts with the tags over to the right or finding out more about me.

Say hi in the comments or on Twitter! :)

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