082: Human Emotions in a Poly-Crisis: How To Get To More Effective NGO Campaigning with Diya Deb @ MindWorks

SummaryHow can nonprofit organizations leverage human emotions to enhance the impact of their campaigns?What can NGOs learn from cognitive science to create more effective, empathetic communication strategies during a time of poly-crisis?How can organizations shift from traditional advocacy approaches to more agile, psychology-driven methods for mobilizing communities?In this NGO Soul+Strategy podcast episode, I interview Diya Deb, Executive Director at MindWorks Lab, about harnessing the power of cognitive science to transform nonprofit campaigning in today's challenging landscape.Diya's Bio:Executive Director of MindWorks Lab, a global cognitive science innovation lab incubated at GreenpeaceNearly two decades of experience in grassroots and international nonprofit leadershipFormer Campaign Director at Greenpeace India and Amnesty International IndiaLed global youth mobilization efforts alongside Indian Nobel Peace Laureate, Kailash SatyarthiCo-founder of PowerSouth, an initiative focused on amplifying women's leadership in grassroots movementsAdvisor to multiple nonprofits on strategy, advocacy, and decolonizing research practicesWe Discuss:Diya reflects on how MindWorks has grown since its early days within Greenpeace, evolving from theoretical frameworks to hands-on applications in the field.Diya highlights the urgency of adapting campaigning strategies to the current era of poly-crises, where overlapping global challenges are exhausting communities and donors alike.MindWorks has pivoted to focus on the role of emotions like anger and powerlessness in shaping people's responses to crises, drawing on new case studies from India and Indonesia.She explains how MindWorks seeks to decolonize research practices, shifting away from Global North-centric methodologies by grounding their work in diverse cultural contexts, especially in East Asia.The conversation explores MindWorks’ unique approach to agile campaigning, emphasizing rapid experimentation and applying cognitive science insights to their internal operations.Diya shares her thoughts on the implications of this research for philanthropy, urging funders to shift towards more adaptive, emotionally resonant approaches to support nonprofit campaigns.Quotes“Doomsday communications have clearly proven not to work”“We focus on social empathy as an enabler for activism”Resources:MindWorks Lab WebsiteDiya Deb's LinkedIn ProfileYouTube video of this podcast (ADD LINK!)Click here to subscribe to be alerted when new podcast episodes come out or when Tosca produces other thought leadership pieces.Or email Tosca at [email protected] if you want to talk about your social sector organization’s needs, challenges, and opportunities.You can find Tosca’s content by following her on her social media channels: LinkedIn  Facebook