Rcc conference preso

A hedgehog, a sock, and the path to communications enlightenment Katya Andresen, Network for Good www.nonprofitmarketingblog.com @KatyaN4G on Twitter Credit: loopylou67, Flickr

The broken button. Credit: “Broken Button”Fotofigg, Flickr

When communications is broken

Meanwhile… Matthew Marek, ARC on Flickr

Philippe Boissel, Flickr

One of three things are broken
We’re ignoring our audience
We’re assuming information = marketing
We’re ignoring our environment

Agenda: Let’s fix all three today!
Great positioning (three circles)
Great messaging (four questions)
Great psychology (7 principles)

The blue circle is not enough. You Are Good at It Important to Audience No One Else Is Doing Credit: Inspired in part by Jim Collins

The belief paradox

What is your gold toe?

Wowfundraising.com

Audience? Not so much. By Jan Fonger Attitudes toward marketing

The one thing to remember.
See through the eyes of your audience
(donors, faith community, everyone)
Credit: Suzee Que, Flickr

You are not the target audience!

How do we communicate this? You Are Good at It Important to Audience No One Else Is Doing Credit: Inspired in part by Jim Collins

Why me?

Be your audience day people who give often report feelings of euphoria, which psychologists have referred to as the "Helper's High ."

What for?

Why now?

Who Says?

No. D’oh.

Spock will break your button. “ Broken Button” Fotofigg, Flickr

Fundraising123.org

Principle 1 Understand Homer, but don’t use his ethics.

Libertarian paternalism or… all-you-can eat bacon bar?

Principle 2 The left brain need not apply.

Dan Heath: Elephant, rider, path By Chego, Flickr

Emotion, emotion, emotion.

Principle 3 Stick to social norms, not market norms.

Where’s mommy? She’s out heeding market norms.

Principle 4 Small, not big.

Rokia matters. Millions do not. Source: Communications Network, Paul Slovic

Source: Communications Network, Paul Slovic

Principle 5 Hope, not hopeless.

Bigger camp = less money Source: Communications Network, Paul Slovic

“ P.S. In order to make sure my Thanksgiving appeal didn’t ruin your appetite, I’m enclosing my family’s age-old recipe for cranberry sauce. As you spoon the blood-red berries onto your Thanksgiving plate, don’t give a moment’s thought to the children whose blood is on your hands because your family chose to gorge itself instead of responding to my earnest request for funds.” - Eric Foley Transformational Giving

Principle 6 Peer pressure still works.

Principle 7 We listen to authority.

When will she stop talking so I can go to the bathroom?

Questions
Katya Andresen
[email_address] [email_address]
888.284.7978
Learning Center – www.fundraising123.org
Free Training – www.nonprofit911.org
My take – www.nonprofitmarketingblog.com

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Rcc conference preso

by katyaa on Apr 12, 2010

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Rcc conference preso — Presentation Transcript