Peer pressure: A strong marketing motivator

This weekend I received in the mail a Printer's Proof of donors to my MBA class of 1987. Listed in class order were all the donors to my graduate school, Northwestern University's Kellogg School of Management.

Stenciled across this newspaper formatted  document are the words "Proof", and the sentences "Is your name not listed and you would like it to be? It is not too late!" are found in the mouse type further down page 1.

This approach has always served to motivate me. It's a gentle nudge, that subtlely motivates me by pointing out which of my peers have beaten me to the punch. But, it also helpfully points out to me that, if I want, I can still make a contribution. Ultimately, the decision is mine.

All in all, this is a very effective opt-in approach for a marketing effort. The subtle strands of peer pressure work their way into my brain. I end up thinking to myself thoughts like "Hmmm, Steve Johnson gave and I know he's looking a job" or "Alice Needham gave? I thought she was in the Peace Corps". For me there's no greater motivational force than peer pressure.

Guess I'll have to dust off that checkbook and do like Steve and Alice...