So What and Who Cares: Getting Your Message Right

1,591 views
1,462 views

Published on

Presentation for Texas Association of Nonprofits and Abilene Community Foundation in Abilene, Texas, September 6, 2012

Published in: Business, Sports, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,591
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • 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
  • OK, Something needs to be done. How do we can our target audience to do it? If I told my daughter to clean this kitchen, she ’ d freak out, she wouldn ’ t know where to start. If I told her to start by putting the plates in the dishwasher, she ’ d know where to begin. Do your personas know where to begin?
  • Let’s say we need to get volunteers to work at our community center
  • Based on talking to our volunteers over the years, we have a pretty good sense for why people volunteer, so we’ll organize our first cut at grouping them based on these four motivations. Now let’s look at some of their demographics and create a persona for each one.
  • Write the most important segment/call to action on post-it and then find five others like yours.
  • 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?)  
  • Give them a big sheet of paper – silent brainstorm benefits and barriers. Then put on sheet of paper.
  • This is Maria. She is 19 and in her second year at a community college, trying to figure out what she wants to do with her life. One day she’s all about transferring to a 4-year college, the next, she wants to just get an associates degree and start working somewhere. She spends a lot of time online.
  • Draw person but give them parameters.
  • You’ll learn a great deal from the conversation in social media that you can use to inspire and inform you e-news and web content.  For example, a conversation on Twitter can transform into a new update you send out via your e-newsletter. Blog comments can direct updates to other parts of your website.
  • The story isn’t about you. It’s about being helpful to your supporters, participants, etc.
  • So What and Who Cares: Getting Your Message Right

    1. 1. So What?Who Cares? Getting Your Communications Right in 2012
    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. 1. We need to get our name out there and build awareness.2. We need people to get educated about the issues.3. We need more donors.4. We need younger donors.• What else?
    5. 5. Let’s Play theOpposite Game
    6. 6. 1. How can we make sure no one knows who we are?2. How can we keep people ignorant or misinformed about our issues?3. How can we discourage people from donating?4. How can we alienate younger donors?
    7. 7. Any Uh-Oh orA-Ha Moments?
    8. 8. 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?)
    9. 9. Find Answers in Right People & Right Message• What should our website look like?• What kinds of articles should we put in our newsletter?• What should we emphasize in our fundraising?
    10. 10. Which Comes First:Right Message or Right People? flickr.com/photos/marktee/5586165599
    11. 11. Your Goals You Are Including Here calls to action Content Strategy Segmenting(Responsive, Revealing, (Groups of the Right Refreshing) People to Persuade) Personas Relevant Messages (Getting to Know the Right People as People) (Rewarding, Realistic, Real Time)
    12. 12. What Do We NeedPeople to Do?
    13. 13. Calls to ActionSomething Needs to Does Your Audience Be Done! Know Where to Begin?flickr.com/photos/fusen/2342290882
    14. 14. Typical (Ineffective) Calls to Action • Participate • Collaborate • Engage • Buy in • Believe • Promote • Understand • Share • Help • Educate • Support • Network • Be proactive • Connect • Work with us • Partner
    15. 15. Or No Call to Action At All!We Assume It is Obvious, or Or We Are Maybe That People Are Too Shy to Ask Psychic flickr.com/photos/68726162@N00/
    16. 16. People Need Direction• They won’t do anything unless we ask.• They can’t get there without a map. flickr.com/photos/liaw/398748129
    17. 17. Solution 1: Think Visually Can you take a photo or video of someone doing it?
    18. 18. Solution 2: Step 1, Step 2 . . . Can you break it down into simple, ordered steps?flickr.com/photos/atoach/2545233155
    19. 19. Solution 3: Create a Checklist Can you create a short checklist?
    20. 20. Let’s Work on YourCalls to Action. We want _______________ (group) to ______________________ . (verb/object)
    21. 21. Your Goals Including calls to action You Are Here Content Strategy Segmenting(Responsive, Revealing, (Groups of the Right Refreshing) People to Persuade) Personas Relevant Messages (Getting to Know the Right People as People) (Rewarding, Realistic, Real Time)
    22. 22. Who Cares?Let’s Get to theRight People bySegmenting
    23. 23. Not this one, who doesn’t. If your org likes cranes, you want to focus on this person – who does care!
    24. 24. Neutral, probablypersuadable.Ignore people likethis (unless theyare organizedopposition).Most likely a strongadvocate for you.Most likely a friendof your org.
    25. 25. Everyone should care. But they don’t. 
    26. 26. flickr.com/photos/stopdown/2507765030Forget the “general public.”
    27. 27. Clients Volunteers Advocates Donors Funders Partners Policymakers Decisionmakers MediaOthers Who Influence Your Success
    28. 28. Focus ongroups ofpeople whoare likely tolean yourway.
    29. 29. Some PossibleGroupings:•Demographics?•“Tribes”•Behaviors•Stages ofChange
    30. 30. Example: Getting Volunteers & Donors
    31. 31. Groups of People Who Volunteer & Donate• Retired, but still active• Resume building• Giving back• Save the world Flickr: DwightEvansforMayor
    32. 32. How Do We Know This Much?• Gut reactions• Listening and watching• Surveying• Online Analytics• Asking for comments/feedback everywhere
    33. 33. Let’s Add Segments toYour Calls to Action.We’d like _______ who (group) _________ to _______.(segmenting description) (do what?)
    34. 34. Your Goals Including calls to action Content Strategy Segmenting(Responsive, Revealing, (Groups of the Right Refreshing) People to Persuade) You Are Personas Relevant Here Messages (Getting to Know the Right People as People) (Rewarding, Realistic, Real Time)
    35. 35. So What?Start with Rewarding,Realistic & Real Time
    36. 36. Good Marketing: Making YourMessages Relevant to OthersWhat are youtrying to do?to get som eone else
    37. 37. Gross! Bad Messaging. I don’tcare if it’s good for me!
    38. 38. Messaging That Does WorkREWARDING:Benefits are clear.REALISTIC:Barriers are addressed.REAL TIME:Context makes sense.
    39. 39. Rewarding: The Benefit Exchange• What’s in it for them to follow through?• Often an emotional payoff
    40. 40. 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?.flickr.com/photos/21524179@N08/2419469212
    41. 41. Realistic: Addressing Barriers • Heart overrules head • Convenient? • Easy or difficult? • Costly ($, time) • Stigma?
    42. 42. 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?
    43. 43. Let’s Work on YourRewarding Benefitsand Being Realisticabout Barriers.
    44. 44. We’d like ______ who _______ to _______. Benefits / Barriers / Rewarding Realistic Real-Time
    45. 45. REAL-TIMEMESSAGES:Does yourmessage work inthe context ofthe news andeverything elseyou are talkingabout? flickr.com/photos/katerha/4647339052
    46. 46. Add These As We Discuss . . .• National News• State News• Local News• Seasons and Holidays• Your Programs, Services, Events Schedule• What Else? flickr.com/photos/katerha/4647339052
    47. 47. You can’t talk about the environment in the West without talking about the fires.
    48. 48. On a Post-It Note, WriteDown ONE THING That You Want to Do Differently at Work Based on What You’ve Learned So Far
    49. 49. Your Goals Including calls to action Content Strategy Segmenting(Responsive, Revealing, (Groups of the Right Refreshing) People to Persuade) You Are Personas Here Relevant Messages (Getting to Know the Right People as People) (Rewarding, Realistic, Real Time)
    50. 50. Who Cares?Let’s DevelopSome Personas
    51. 51. Sketch outpersonas tohelp youfocus. flickr.com/photos/rileyroxx/985778569
    52. 52. Affinity (Tribe) + Demographics• Gender, age, ethnicity, education• What they like – music, TV, politics, celebrities• Geotargeting – zip codes, types of retail• Other groups they join or support• Allegiances and hobbies, strong and weak (sports fans, stay-at-home moms, marathon runners)
    53. 53. What do these people value?• Time • Fitting In • Safety• Sleep • Change • Money• Convenience • Self-Help • Efficiency• Adventure • Competition • Challenge• Public recognition • Action • Privacy• Good karma • Formality • Connecting• Control • Openness • Independence• Love • Pragmatism • Teamwork• Status • Cooperation • Predictability• Power • Idealism • Fun
    54. 54. a t ! ’ s E e tL
    55. 55. A Reward for Good Behavior Get your phone and go to kivilm.com/hello
    56. 56. Visualize Personas within Groups
    57. 57. Add Values to Basic Demographics Predictability, Time, Efficiency, Recognition Good Karma, Control Idealism, Fitting In, Fun Money, Self-Help, Convenience
    58. 58. Volunteering: Matching Message to Values •Specific, recurring •We’ll tailor your tasks that can be volunteer experience accomplished in a to your talents. set amount of time •Give back and get • Personal thank you results! notes •Volunteer with friends •Facebook Group•Tasks that let you polish your skills •Socials before•Flexible weekend and evening hours or after•Child care or activities available volunteering
    59. 59. Donating: Matching Message to Values • Leaving a legacy • Options for what to (planned giving) fund • Naming • Reporting back built opportunities into gift • PR • PR • Monthly giving • Events • Facebook Causes • Mobile giving• Monthly giving• Events (especially with kids)• Church/Club service projects
    60. 60. Let’s Create SomeImaginary Friends.
    61. 61. We’d like ______ who _______ to _______.____(name)____ is one of those people. Draw and Describe Here DRAW Leave this area blank for now
    62. 62. Your Goals IncludingYou calls to actionAreHere Content Strategy Segmenting(Responsive, Revealing, (Groups of the Right Refreshing) People to Persuade) Personas Relevant Messages (Getting to Know the Right People as People) (Rewarding, Realistic, Real Time)
    63. 63. So What?Create Content That’sResponsive, Revealingand Refreshing
    64. 64. Responsive Messages
    65. 65. flickr.com/photos/marcinmoga RESPONSIVE MESSAGES: Think of communicating as gift giving.
    66. 66. RESPONSIVE MESSAGES: Flickr: Brittany GListen to what yoursupporters are saying,and respond!
    67. 67. EARN wanted to talk about home ownership and small business development as a way to help low-wage workers build wealth, but their target audience wanted to talk about student loan debt, thus the creation of MyDebtStory.comRESPONSIVE MESSAGES:Prove you are listening! http://www.nonprofitmarketingblog.com/comments/great_content_forges_great_connections_a_reader_guest_post/
    68. 68. RESPONSIVE MESSAGES:Be a helpful human.
    69. 69. RESPONSIVE MESSAGES:Be a helpful human!
    70. 70. How can you listen andthen be a helpfulhuman?
    71. 71. We’d like ______ who _______ to _______.____(name)____ is one of those people. Draw and Describe Here DRAW Divide into thirds for Responsive, Revealing, Refreshing
    72. 72. Revealing Messages
    73. 73. REVEALINGMESSAGES:Share New Infoor Insights. flickr.com/photos/katemere flickr.com/photos/farleyj/2768941171
    74. 74. REVEALING MESSAGES:Bringing New Info orPerspectives to Light Read the story of this post here: http://www.bethkanter.org/pigs-hsus/
    75. 75. flickr.com/photos/katemereREVEALING MESSAGES:Take us back stage.
    76. 76. REVEALING MESSAGES:Following Up with ResultsYour Donors Made Possible
    77. 77. REVEALING MESSAGES:Story Arcs that Take UsBack Stage
    78. 78. REVEALING: Communications Arcs• Think Must-See TV, Except Now It’s Your Content!• Story Threads Over Weeks or Months• Think Beginning, Middle, End flickr.com/photos/wonderlane/5351266905
    79. 79. Where are yourcommunications arcs?Can you take us backstage?
    80. 80. Refreshing Messages
    81. 81. REFRESHING MESSAGES:Show some personality! flickr.com/photos/uggboy/4100732860
    82. 82. flickr.com/photos/ piccadillywilsonREFRESHING MESSAGES:Facts are fine, but emotionsdrive action.
    83. 83. flickr.com/photos/noelzialee REFRESHING MESSAGES: Show us the personal side of your work – think You and I/We.
    84. 84. Positive and Personable! Results! Invitation Great Photo To Feel Like We Are ThereCredit toDonors More Goodness to Come! Personable REFRESHING MESSAGES: Write and talk like a real person!
    85. 85. REFRESHING MESSAGES:Have some fun! “Raum and Moresi, both employees with the nonprofit United Service Organizations (USO), came up with a plan.”You got cookie, so share it maybe?
    86. 86. REFRESHING MESSAGES: Express an opinion!flickr.com/photos/randysonofrobert/393165345
    87. 87. How can you be morerefreshing to yourpersona?
    88. 88. 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.
    89. 89. You Made It Your Goals Back! Including calls to action Content Strategy Segmenting(Responsive, Revealing, (Groups of the Right Refreshing) People to Persuade) Personas Relevant Messages (Getting to Know the Right People as People) (Rewarding, Realistic, Real Time)
    90. 90. What ThreeThings Will YouDo Differently?
    91. 91. Any Sticky Situations?http://www.flickr.com/photos/katerha/5588607682
    92. 92. Thank You! flickr.com/photos/flashpackinglife/6844834841
    93. 93. Kivi Leroux Miller@kivilmFacebook.com/nonprofitmarketingguidekivi@ecoscribe.com

    ×