So What and Who Cares - Getting Your Communications Right

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Make your nonprofit communications more relevant by always answering So What? and Who Cares? How do you get more relevant? Try the 6 R's: Be Rewarding, Realistic, Real-Time, Responsive, Revealing, and Refreshing. As presented to the Association of Fundraising Professional (AFP) Charlotte on June 20, 2012.


<ul><li> 1. So WHAT?WHO Cares? Getting YourCommunications Right</li></ul> <p> 2. Kivi Leroux MillerNew Bookin the? Works!TweetingIm @ kivilm 3. We get 3,000 media messages a day.We pay attention to about 52.We positively remember about4.The rest? So WHAT?WHO Cares? 4. Quick and Dirty Marketing Plan Who are we trying to reach?(Or what do we want someone to do?) Whats our message to them?(Or why should they do it?) Whats the best way to deliver that message?(Or how do we convince them?) 5. Which Comes First:Right Message orRight People? 6. Who Cares? 7. Not this one, who doesnt. If your org likes cranes, you want to focus on this person who does care! 8. Neutral, probablypersuadable.Ignore people likethis (unless theyare organizedopposition).Most likely a strongadvocate for you.Most likely a friendof your org. 9. Everyone should care. But they dont. 10. the general public. 11. Focus ongroups ofpeople who arelikely to leanyour way. 12. So What? 13. Good Marketing: Making YourMessages Relevant to OthersWhat are youtrying to do?to get som eone else 14. Gross! Bad Messaging.I dontcare if its good for me! 15. The Six Rsof BeingRelevant 16. Messaging That DOES WorkREWARDING:Benefits are clear.REALISTIC:Barriers are addressed.REAL TIME:REVEALING:Context makes sense.Something new is shared.RESPONSIVE: REFRESHING:We can tell you are The style is authentic.listening. 17. REWARDINGMESSAGES:Whats in it forthem? Is there anemotionalpayoff?We also call this the Benefit Exchange 18. Example: Teens and Smoking What are the benefits of not smoking? Do teens care about them? What DO teens care about? How can we relate what they care about to not smoking? 19. REALISTICMESSAGES:Are youaddressingbarriers likeconvenience,costs, andstigma? 20. Example: Health Screenings Most women knowthey need Papsmears. So why dont theyget them regularly? How can weaddress the barrierin our messaging? 21. REAL-TIMEMESSAGES:Does yourmessage work inthe context ofthe news andeverything elseyou are talkingabout? 22. Example: Summer Themes Fourth of July Independence Vacations Bugs! Dogs Days Hot Weather Back to School Your Calendar? 23. RESPONSIVE MESSAGES: Think of communicating as gift giving. 24. RESPONSIVE MESSAGES:Be a helpful human. 25. REVEALINGMESSAGES:Share New Infoor 26. MESSAGES:Take us back stage. 27. REVEALING MESSAGES:Story Arcs 28. REFRESHING MESSAGES:Show some personality! 29. piccadillywilsonREFRESHING MESSAGES:Facts are fine, but emotionsdrive action. 30. REFRESHING MESSAGES: Express an opinion! 31. What Have YouLearned Today? 32. Thank You! 33. Kivi Leroux</p>