Creating AEGEE Evangelists using the Hawthorne Effect

I was just thinking about how to transfer the knowledge from the book „Creating Customer Evangelists” into an NGO like AEGEE.

These are my ideas.

- the basic principle for companies is to find people that are interested in your product (High Involvement) and to involve / engage them into your marketing actions (Participation) to make them feel commitment and loyal towards your company
- the transfer to AEGEE would be to find people that are interested in:
o travelling & international exchange
o making friends all over Europe
o experiencing different cultures and getting to know other countries from inside
o getting organizing and socialising skills for their future life & career
o for people that are into business – to get some skills in the fields of PR, Leadership, Finance & Accounting, Fundraising / Networking, Public Speaking, IT…..
o getting involved in European politics & working on European Identity
o …..

and to give them the opportunity to get engaged in their favourite field – get some experience and to make them feel the AEGEE spirit. Once they are fully engaged they can tell their friends about the company / AEGEE and bring them in.

One of the underlying principles behind this process is the Hawthorne Effect. This is what Dr. Paul Marsden writes about it:

How to Influence People using the Hawthorne Effect

"If the psychology of the Hawthorne Effect all seems a bit abstract, try it for yourself and see how simple and powerful it is as an influence technique for getting what you want from someone. Just before asking someone for something, whether it’s a salary increase, a date or whatever, ask them their advice on something. It doesn’t matter what it is that you ask them their advice on; the important thing is to be seen to be listening to what they have to say, and to tell them you appreciate their opinion. Then, when they have finished giving you their advice, ask them for whatever it is you want from them. The chances are that your ‘research’ will have triggered the Hawthorne Effect and you will get what you want. By asking them for their opinion you will have not only created goodwill but also flattered their ego, and at a subconscious level they will feel indebted to you. This psychological indebtedness makes them significantly more likely to agree to whatever it is you are asking of them. By seeing the Hawthorne Effect in action as a very powerful influence technique, you will also know to watch out the next time someone asks you for your advice and then asks you for something! "

I also found two useful guides about "How to bind members to 
your Antenna"and  "How to promote AEGEE"- maybe this will help to understand the concept better.