What’s in it for Me?: Evaluating Stakeholder Engagement
Last fall, I joined an ad-hoc group to strategize around Black maternal health and abortion access. During our initial meeting, one member asked, “How will this be different from what’s currently being done?”
In the marketing and advertising world, there’s the question “What’s in it for me?” (WIIFM for short).
“What’s in it for me?” is a tactic to describe (from your perspective) the benefits customers should expect to experience as a result of having the product or service. Getting customers to buy a product or service is one thing. But what keep customers coming back?
“What’s in it for me?” ins’t just a marketing tactic. It’s a barometer for stakeholder engagement. For our involvement, we expect to gain something in return.
“How will this be different from what’s currently being done?” is a variation on “What’s in is for me?” because while we still want to be a part of something that matters, we’re still need to determine if this one thing (in this case, participation in an ad hoc meeting that leads for a result) would be worth our time.
Whether driven by intrinsic drivers (experiencing a sense of accomplishment or a higher sense of self worth) or extrinsic ones (recognition for a job well done or payment is exchange for labor), as each person is different, each person is motivated by different things.
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