Social Movements for Good: How Companies and Causes Create Viral Change

Chapter 10The Power of Peers

I was in my office answering some emails before getting started with a project I was putting off. As I was about to close my email on my computer, a message popped up from a friend of mine from college. I immediately noticed the email because I code all my friends and family with a particular color to make them stand out from the other emails I get. (I like to make sure to respond to those messages first.)

The email from my friend had the following subject line:

Derrick can you help with this… it's important to me.

Well, with a subject line like that from a friend, there was no doubt I was going to open it and help if I could. So after opening it, I was immediately drawn to the first line.

Hey Derrick. Listen, this is not what I love doing. You know I hate asking people for things, but this is important and I knew that you would be able to help me.

This was true. My friend never asks for things. He is one of those individuals who keeps to himself and would rather spend hours doing a task or performing a job before ever reaching out to someone for help. Because of his upbringing, he was taught by his parents to never ask for things and be appreciative of what you have.

At this point, not only did he have my attention, but I was also ready to help in any way I could. I first thought the request could be related to either generating awareness about a cause he cares about or something research-related to donors or constituents. When you are known ...