I hear a lot of nonprofit leaders talking about awareness campaigns. I even remember hearing this among marketers in the footwear industry. There is a common assumption that if people just know the “who” and the “what” of an organization, cause, or business, then they will instantly become donors, activists, or customers. Wrong!

We’ve had countless opportunities to host headline events at Soles4Souls. I’m skeptical each time someone tells me we can build awareness through this or that because I know it’s probably going to cost me a lot of money with little to show for it in the end. There is a blind trust that if we just focused on building awareness, then “everything else” will take care of itself. I just don’t buy it.

Awareness doesn’t generate contributions.
Awareness doesn’t inspire social change.
Awareness doesn’t motivate people to action.

Seth Godin talks about this in Fans, participants, and spectators. He says, “If all you’re doing is increasing the number of digital spectators, you’re unlikely to earn the conversion rate you deserve.” Seth is absolutely right!

Instead of awareness, I look for engagement. I want people to do more than interact with our work at Soles4Souls from a distance. I want people to know more about us than we sponsored a special event or a concert. At the end of the day, I gain very little from achieving awareness. Where we see the greatest results is when people participate in our service trips, host shoe drives, and purchase from like-minded businesses in the footwear industry.

Awareness creates more spectators, and spectators rarely get in the game or even stay plugged in for very long. Engagement represents a sense of ownership and commitment on behalf of an individual that becomes the fabric of a lasting relationship and long-term results.

Which one do you think is of greater value: awareness or engagement?