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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.
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So WHAT?So WHAT?WHO Cares?WHO Cares?
Getting Your Getting Your Communications RightCommunications Right
Kivi Leroux Miller
Tweeting?Tweeting?
I’mI’m
@kivilm @kivilm
New Book in the Works!
We get media messages a day.
We pay attention to about
We positively remember about
The rest?
So WHAT?So WHAT?WHO Cares?WHO Cares?
3,000
52.
4.
Quick and Dirty Marketing Plan
• Who are we trying to reach? (Or what do we want someone to do?)
• What’s our message to them?(Or why should they do it?)
• What’s the best way to deliver that message? (Or how do we convince them?)
flickr.com/photos/marktee/5586165599
Which Comes First:Which Comes First:Right Message or Right Message or
Right People?Right People?
Who Cares?
If your org likes cranes, you want to focus on this person – who does care!
Not this one, who doesn’t.
Neutral, probably persuadable.
Ignore people like this (unless they are organized opposition).
Most likely a strong advocate for you.
Most likely a friend of your org.
Everyone Everyone shouldshould care. care. But they don’t. But they don’t.
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Forget the “general public.”Forget the “general public.”
Focus on Focus on groups of groups of people who are people who are likely to lean likely to lean your way. your way.
So What?So What?
Good Marketing: Making Your Messages Relevant to Others
What are you trying to do?
to get someone else
Gross!
I don’t care if it’s good for
me!
Bad Messaging.
The Six R’s The Six R’s of Being of Being RelevantRelevant
Messaging That DOES WorkREWARDING:Benefits are clear.
REALISTIC:Barriers are addressed.
REAL TIME: Context makes sense.
RESPONSIVE:We can tell you are listening.
REVEALING:Something new is shared.
REFRESHING:The style is authentic.
REWARDING REWARDING MESSAGES:MESSAGES:What’s in it for them? Is there an emotional payoff?
We also call this the Benefit Exchange
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?
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REALISTIC REALISTIC MESSAGES:MESSAGES:Are you addressing barriers like convenience, costs, and stigma?
Example: Health Screenings
• Most women know they need Pap smears.
• So why don’t they get them regularly?
• How can we address the barrier in our messaging?
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REAL-TIME REAL-TIME MESSAGES:MESSAGES:Does your message work in the context of the news and everything else you are talking about?
Example: Summer Themes
• Fourth of July – Independence• Vacations• Bugs!• Dogs Days – Hot Weather• Back to School• Your Calendar?
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RESPONSIVE MESSAGES:Think of communicatingas gift giving.
RESPONSIVE MESSAGES:RESPONSIVE MESSAGES:
Be a helpful human.
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REVEALING REVEALING MESSAGES:MESSAGES:Share New Info or Insights.
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REVEALING MESSAGES:REVEALING MESSAGES:Take us back stage.
REVEALING MESSAGES:REVEALING MESSAGES:Story Arcs
REFRESHING MESSAGES:Show some personality!
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ilson
REFRESHING MESSAGES:Facts are fine, but emotions drive action.
REFRESHING MESSAGES:Express an opinion!
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What Have You What Have You Learned Today?Learned Today?
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Thank You!
