Privilege, not right

When a group of organ lovers decide to restore a historical organ in their town, the most common way to spread the word about the project in hope of finding financial support is to let the world know about it. Social media is at the core of this strategy.

Often organizers reach out to specific people who have a following and ask to promote the project to anybody who might be interested in supporting it. This, however, rarely works because the person whom they are contacting should have the high degree of trust in the person who asks for a favor. More often than not, this person doesn't even know the organizer. There is no trust involved here.

A better way for the organizer would be to contact some people who actually want to hear from him/her about the project regularly. A group of true fans who can't live without you.

If your message doesn't spread, it means either your message doesn't resonate or they are not the right people for you. Then change the message or find different people.

Start by being persistently generous to your audience because in today's world generosity and persistence create value which leads to trust.

Trust is not the right. It's a privilege which you have to earn.