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A great follow-up encourages participation

imageThe Gap ran a promotion to give a portion of sales to charity. But lots of companies do that.

They took it to the next level by emailing participants with the results of the campaign.

Good move.

  • We believe them. We know exactly what happened to the money.
  • We were thanked. We know our support was appreciated.
  • We know that our participation mattered. We see that our charity choice changed the results, so we’re more likely to participate again.

Lesson: When you ask fans to do something, don’t leave them hanging. Acknowledge the participation and they’re more likely to do it again.

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