Identity Spreads. Information Doesn't

Information sits still. Identity moves.

Every campaign asks a supporter to act. The difference between a stalled campaign and a viral one is grammar. “Please support our program” requests a favor, while, “I stand for this” gives the supporter an identity. One describes you, while the other lets them describe themselves. 

Nobody forwards a memo about your organization. People post the things that tell their friends who they are.

Look at campaigns that actually spread on Twibbonize. When the Philippine Commission on Women ran its 18‑Day Campaign to End VAW, supporters posted “I stand against violence against women.” When Telkom Indonesia made Best Companies to Work For in Asia, employees shared “I’m proud to be Telkomers.” When PelariBaik ran MilesforMeals, runners said “I ran to feed people.” None of those lines names the organization. 

Make the supporter the subject

The trap is easy to fall into, because the organization writing the campaign naturally writes from their own point of view. So take every drive, the name, the description, the caption, and check whom the sentence is about. If the answer is "us," rewrite it until the answer is "them." "Support our 18-day program" turns into "I stand against violence against women." "Help us celebrate our nomination" becomes "I'm proud of where I work." Same campaign, different subject.

Move your identity as the motor of your campaign

Here's how to know before you publish. Put a real supporter's name in front of your campaign name and read it as a sentence. "Maria stands against violence against women" passes; it sounds like something Maria would tell a friend. Differently, "Maria supports our 18-day program" fails; she would never say it, so she will never share it.

If the sentence sounds like a supporter talking about themselves, it spreads. If it sounds like you are talking about you, it sits.

Rewrite the cause so your supporter is the subject of the sentence, then get out of their way.