This Bar Saves Lives: A Textbook Example of Top-Notch Community-Building

The name says it all: This Bar Saves Lives.

There’s no mistaking it for a normal health food bar company.

This Bar Saves Lives has a simple but very powerful impact model: If you buy one, they donate a packet of life-saving food to a child in need.

They’ve incorporated some of the Evolved Enterprise pieces that I really love, such as the impact scoreboard, their creation story and much more. Maybe another time we’ll go through that.

Today though, I’d like to show you the community aspect of what they’re doing.

The idea behind their community-building effort is to “Join the Movement”. The wording here is very important.

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Remember, with an Evolved Enterprise, your customers and your prospects will identify with your brand. They love you, and they want to be a part of the movement with you.

They want to help increase what you’re doing. They want to spread the word. They want to share your message. So give them an opportunity to do that.

Join the Movement” is a clear call to participate in something greater than themselves.

We also see that there are qualifiers: Do you share a passion for curing global hunger? Do you care about this cause? Do you want to help spread the word about the bar?

They’re calling out their target audience, and filtering out everyone else. And they give you many different ways to get involved and start making a difference.

For example, let’s say I want to be a campus activist. Here’s what they say:

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Give a damn, see above.” I love it.

And of course, there are other opportunities to get in on the movement, such as:

  • Sell our bars on the consumer side.
  • Become an intern at This Bar Saves Lives.
  • Feature our bars at an event you’re putting on (fundraisers, book clubs, film festivals, etc.)

So there are lots of opportunities to get involved in the bigger mission. And it’s a mission people want to be a part of.

We know from research that people (especially millennials) are willing to work for companies that have a bigger mission that makes a meaningful difference, and even willing to get paid less. This Bar Saves Lives is a perfect example of how you can use that to your advantage.

Another way that you can create community is through actual hard product. This Bar Saves Lives doesn’t just sell bars. They also sell t-shirts, wristbands and bags.

This is a simple, easy way for their fans to make a greater impact, while also helping to spread the word and inspire other people to join the movement.

But it’s important that the merch be well designed and well received… it has to be consistent with the identity that your business represents. This Bar Saves Lives does a fantastic job of that, and it’s worth studying how they’ve done it.

Like I talked about in the Evolved Enterprise book, merch like this will actually open up conversations. It becomes an artifact that people want to talk about and ask about, and same with this.

Here’s a perfect example from This Bar Saves Lives:

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“We eat together” is something that provokes curiosity. People will want to ask about it… and that spurs on a conversation about This Bar Saves Lives.

I’d be absolutely remiss if I didn’t also reiterate one of my favorite things about this company – their name. The name has a powerful benefit built right into it: saving lives.

Check out This Bar Saves Lives to take a look at some top-notch community-building strategies in action.

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