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So What and Who Cares? Nonprofit Messaging Workshop

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  • Right Message to the Right People at Right Time
  • 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.
  • 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.
  • 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?)  
  • 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.
  • 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.
  • Transcript

    • 1. So What?Who Cares? Getting Your Communications Right in 2012
    • 2. Kivi Leroux Miller New Book in the ? Works! Tweeting I’m @ kivilm
    • 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. Which Comes First:Right Message or Right People? flickr.com/photos/marktee/5586165599
    • 5. Right Message Comes First What makes more sense to you? Line up based on how strongly you feel.Talk to those on your left and right to get yourself in the correct position.Right People Come First
    • 6. 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?)
    • 7. 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?
    • 8. 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)
    • 9. Calls to ActionSomething Needs to Does Your Audience Be Done! Know Where to Begin?flickr.com/photos/fusen/2342290882
    • 10. 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
    • 11. 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/
    • 12. People Need Direction• They won’t do anything unless we ask.• They can’t get there without a map. flickr.com/photos/liaw/398748129
    • 13. Solution 1: Think Visually Can you take a photo or video of someone doing it?
    • 14. Solution 2: Step 1, Step 2 . . . Can you break it down into simple, ordered steps?flickr.com/photos/atoach/2545233155
    • 15. Solution 3: Create a Checklist Can you create a short checklist?
    • 16. Let’s Work on YourGoals/Calls to Action.
    • 17. 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)
    • 18. Who Cares?Let’s Start withSegmenting
    • 19. Everyone should care. But they don’t. 
    • 20. flickr.com/photos/stopdown/2507765030Forget the “general public.”
    • 21. Clients Volunteers Advocates Donors Funders Partners Policymakers Decisionmakers MediaOthers Who Influence Your Success
    • 22. Focus ongroups ofpeople whoare likely tolean yourway.
    • 23. Some PossibleGroupings:•Demographics?•“Tribes”•Behaviors•Stages ofChange
    • 24. Example: Getting Volunteers & Donors
    • 25. Groups of People Who Volunteer & Donate• Retired, but still active• Resume building• Giving back• Save the world Flickr: DwightEvansforMayor
    • 26. How Do We Know This Much?• Gut reactions• Listening and watching• Surveying• Online Analytics• Asking for comments/feedback everywhere
    • 27. Let’s Work on YourSegments.
    • 28. 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)
    • 29. So What?Start with Rewarding,Realistic & Real Time
    • 30. Messaging is About Motivating Others What are you trying to do?to get som eone else
    • 31. Framing the Message Gross! I don’tcare if it’s good for me!
    • 32. Messaging That Does WorkREWARDING:Benefits are clear.REALISTIC:Barriers are addressed.REAL TIME:Context makes sense.
    • 33. Rewarding: The Benefit Exchange• What’s in it for them to follow through?• Often an emotional payoff
    • 34. 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
    • 35. Realistic: Addressing Barriers • Heart overrules head • Convenient? • Easy or difficult? • Costly ($, time) • Stigma?
    • 36. 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?
    • 37. Let’s Work on YourRewarding Benefitsand Being Realisticabout Barriers.
    • 38. Real Time: The Context Works• Know What’s in the News• Look at the Calendar flickr.com/photos/katerha/4647339052
    • 39. JUNE• First day of Summer! – What can kids do during summer break to help you? Do things change at your org in summer?• Father’s Day – Who’s the “father” of something related to your work? Or who’s been like a father to your org lately?• Your Calendar?
    • 40. JULY• Independence Day in the U.S. – Who deserves a fireworks celebration of their own? Who should celebrate their freedom?• Bugs! – They are everywhere. How do insects play a role in your work?• Your Calendar?
    • 41. AUGUST• Dogs Days – Hot Weather – How does hot weather affect your work or supporters?• Back to School – What are you studying up on now? How do you gear up for the fall?• Your Calendar?
    • 42. 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)
    • 43. Who Cares?Let’s DevelopSome Personas
    • 44. Sketch outpersonas tohelp youfocus. flickr.com/photos/rileyroxx/985778569
    • 45. 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)
    • 46. 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
    • 47. Visualize Personas within Groups
    • 48. Add Values to Basic Demographics Predictability, Time, Efficiency, Recognition Good Karma, Control Idealism, Fitting In, Fun Money, Self-Help, Convenience
    • 49. 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
    • 50. 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
    • 51. Let’s Create SomeImaginary Friends.
    • 52. “Why This Matters” Demo:Let’s Try to Target Some of These People with Facebook Ads . . .
    • 53. 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)
    • 54. So What?Create Content That’sResponsive, Revealingand Refreshing
    • 55. Responsive Messages
    • 56. flickr.com/photos/marcinmoga RESPONSIVE MESSAGES: Think of communicating as gift giving.
    • 57. RESPONSIVE MESSAGES: Flickr: Brittany GListen to what yoursupporters are saying,and respond!
    • 58. RESPONSIVE MESSAGES:Be a helpful human.
    • 59. Fill in Blank HeadlinesIf Id Only Known: Lessons from __________How Many of These Early Warning Signs of _________Do You Recognize?[Number] Myths that ___________ BelieveHow to ________ When You Really Want to _________[Number] Little _______ That Will _________
    • 60. Revealing Messages
    • 61. REVEALINGMESSAGES:Share New Infoor Insights. flickr.com/photos/katemere flickr.com/photos/farleyj/2768941171
    • 62. flickr.com/photos/katemereREVEALING MESSAGES:Take us back stage.
    • 63. 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
    • 64. Communications Arc: Strategy : les g: id dle Profi nin ruitin g e: y M idate sues ure le: d: in ec ddl ttles r i dd e t o En eg i Sto and al Is islat yM s ry r y B at e R ry M ry B a - C at i on Leg t or s pon s S e Sto ctionSto ndid Sto ma in - R ck A d Ele sults Ca Pri - N t i on a -A c A tt Re Filing Deadline (Feb) DNC Convention in Primary Election (May) Election Day (Nov)Fall/Early Winter CLT (early Sept)
    • 65. Communications Arc: Blogging
    • 66. Communications Arc: Microsite anewwarrior.greenpeace.org
    • 67. Where are yourcommunications arcs?
    • 68. Refreshing Messages
    • 69. REFRESHING MESSAGES:Show some personality! flickr.com/photos/uggboy/4100732860
    • 70. flickr.com/photos/noelzialee REFRESHING MESSAGES: Show us the personal side of your work – think You and I/We.
    • 71. Fill in Blank Headlines[Number] Miracles Youve Created for _________ ThisYearHow Your Support Changed _________ into___________Why We Cant _______ Without You
    • 72. flickr.com/photos/ piccadillywilsonREFRESHING MESSAGES:Facts are fine, but emotionsdrive action.
    • 73. REFRESHING MESSAGES: Express an opinion!flickr.com/photos/randysonofrobert/393165345
    • 74. 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)
    • 75. What Have YouLearned Today?
    • 76. Thank You! flickr.com/photos/flashpackinglife/6844834841
    • 77. Kivi Leroux Miller@kivilmFacebook.com/nonprofitmarketingguidekivi@ecoscribe.com