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.

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  • Don’t jump ahead to #3. It doesn’t work, and people also have the most fear. Start on #1 and #2. Make #3 your job.
  • Right Message to the Right People at Right Time
  • What are trying to get someone else to do? What is the real call to action here?
  • Once you have identified your target audience and you know who you need to talk to, how do you decide what to say to them? What ’ s your message? “ do the right thing ” is generally not a good message.
  • The Benefit Exchange answers the question, “ What ’ s in it for them? ” What ’ s the payoff for following through on your call to action? In the nonprofit world, it ’ s often an emotional payoff, such as feeling effective, appreciated, powerful, included, heard, validated, relieved, or some other highly valued emotion.  
  • Barriers to your call to action may prevent your target audience from following through, even when the Benefit Exchange is well understood. This is often when our emotions overrule our heads. I know I shouldn ’ t eat that pound of fudge because I want to lose weight, but I ’ m going to anyway because I ’ ve had a hard week and I deserve it!   Take a hard look at your call to action. Is it (honestly) inconvenient, difficult, and expensive to perform? Is it just too hard or confusing? Is there any social stigma attached to what you are asking people to do (What will my husband, neighbor, boss think?)  
  • The story isn’t about you. It’s about being helpful to your supporters, participants, etc.
  • So What and Who Cares - Getting Your Communications Right

    1. 1. So WHAT?WHO Cares? Getting YourCommunications Right
    2. 2. Kivi Leroux Miller New Book in the ? Works! Tweeting I’m @ kivilm
    3. 3. We get 3,000 media messages a day.We pay attention to about 52.We positively remember about 4.The rest? So WHAT?WHO Cares?
    4. 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?)
    5. 5. Which Comes First:Right Message or Right People?
    6. 6. Who Cares?
    7. 7. Not this one, who doesn’t. If your org likes cranes, you want to focus on this person – who does care!
    8. 8. Neutral, probablypersuadable.Ignore people likethis (unless theyare organizedopposition).Most likely a strongadvocate for you.Most likely a friendof your org.
    9. 9. Everyone should care. But they don’t. 
    10. 10. the “general public.”
    11. 11. Focus ongroups ofpeople who arelikely to leanyour way.
    12. 12. So What?
    13. 13. Good Marketing: Making YourMessages Relevant to OthersWhat are youtrying to do?to get som eone else
    14. 14. Gross! Bad Messaging. I don’tcare if it’s good for me!
    15. 15. The Six R’sof BeingRelevant
    16. 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. 17. REWARDING MESSAGES: What’s in it for them? Is there an emotional payoff?We also call this the Benefit Exchange
    18. 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. 19. REALISTICMESSAGES:Are youaddressingbarriers likeconvenience,costs, andstigma?
    20. 20. 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?
    21. 21. REAL-TIMEMESSAGES:Does yourmessage work inthe context ofthe news andeverything elseyou are talkingabout?
    22. 22. Example: Summer Themes• Fourth of July – Independence• Vacations• Bugs!• Dogs Days – Hot Weather• Back to School• Your Calendar?
    23. 23. RESPONSIVE MESSAGES: Think of communicating as gift giving.
    24. 24. RESPONSIVE MESSAGES:Be a helpful human.
    25. 25. REVEALINGMESSAGES:Share New Infoor Insights.
    26. 26. MESSAGES:Take us back stage.
    27. 27. REVEALING MESSAGES:Story Arcs
    28. 28. REFRESHING MESSAGES:Show some personality!
    29. 29. piccadillywilsonREFRESHING MESSAGES:Facts are fine, but emotionsdrive action.
    30. 30. REFRESHING MESSAGES: Express an opinion!
    31. 31. What Have YouLearned Today?
    32. 32. Thank You!
    33. 33. Kivi Leroux