A hedgehog, a sock,  and the path to  communications enlightenment Katya Andresen, Network for Good www.nonprofitmarketing...
The broken button. Credit: “Broken Button”Fotofigg, Flickr
When communications is broken
Meanwhile… Matthew Marek, ARC on Flickr
<ul><li>Philippe Boissel, Flickr </li></ul>
 
One of three things are broken <ul><li>We’re ignoring our audience </li></ul><ul><li>We’re assuming information = marketin...
Agenda: Let’s fix all three today! <ul><li>Great positioning (three circles) </li></ul><ul><li>Great messaging (four quest...
The blue circle is not enough. You Are Good at It Important to  Audience No One Else Is Doing  Credit: Inspired in part by...
The belief paradox
What is your gold toe?
<ul><li>Wowfundraising.com </li></ul>
Audience? Not so much. By Jan Fonger Attitudes toward marketing
The one thing to remember. <ul><li>See through the eyes of your audience </li></ul><ul><li>(donors, faith community, every...
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 Ji...
Why me?
Be your audience day people who give often report feelings of euphoria, which psychologists have referred to as the &quot;...
What for?
Why now?
Who Says?
No. D’oh.
Spock will break your button. “ Broken Button” Fotofigg, Flickr
<ul><li>Fundraising123.org </li></ul>
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 fo...
 
Principle 6 Peer pressure still works.
Principle 7 We listen to authority.
v
When will she stop talking so I can go to the bathroom?
Questions <ul><li>Katya Andresen </li></ul><ul><li>[email_address] [email_address] </li></ul><ul><li>888.284.7978 </li></u...
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Rcc conference preso

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Religion Communication Conference presentation

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Rcc conference preso

  1. A hedgehog, a sock, and the path to communications enlightenment Katya Andresen, Network for Good www.nonprofitmarketingblog.com @KatyaN4G on Twitter Credit: loopylou67, Flickr
  2. The broken button. Credit: “Broken Button”Fotofigg, Flickr
  3. When communications is broken
  4. Meanwhile… Matthew Marek, ARC on Flickr
  5. <ul><li>Philippe Boissel, Flickr </li></ul>
  6.  
  7. One of three things are broken <ul><li>We’re ignoring our audience </li></ul><ul><li>We’re assuming information = marketing </li></ul><ul><li>We’re ignoring our environment </li></ul>
  8. Agenda: Let’s fix all three today! <ul><li>Great positioning (three circles) </li></ul><ul><li>Great messaging (four questions) </li></ul><ul><li>Great psychology (7 principles) </li></ul>
  9. 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
  10. The belief paradox
  11. What is your gold toe?
  12. <ul><li>Wowfundraising.com </li></ul>
  13. Audience? Not so much. By Jan Fonger Attitudes toward marketing
  14. The one thing to remember. <ul><li>See through the eyes of your audience </li></ul><ul><li>(donors, faith community, everyone) </li></ul>Credit: Suzee Que, Flickr
  15. You are not the target audience!
  16. 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
  17. Why me?
  18. Be your audience day people who give often report feelings of euphoria, which psychologists have referred to as the &quot;Helper's High .&quot;
  19. What for?
  20. Why now?
  21. Who Says?
  22. No. D’oh.
  23. Spock will break your button. “ Broken Button” Fotofigg, Flickr
  24. <ul><li>Fundraising123.org </li></ul>
  25. Principle 1 Understand Homer, but don’t use his ethics.
  26.  
  27. Libertarian paternalism or… all-you-can eat bacon bar?
  28. Principle 2 The left brain need not apply.
  29. Dan Heath: Elephant, rider, path By Chego, Flickr
  30. Emotion, emotion, emotion.
  31. Principle 3 Stick to social norms, not market norms.
  32. Where’s mommy? She’s out heeding market norms.
  33. Principle 4 Small, not big.
  34. Rokia matters. Millions do not. Source: Communications Network, Paul Slovic
  35. Source: Communications Network, Paul Slovic
  36. Principle 5 Hope, not hopeless.
  37. Bigger camp = less money Source: Communications Network, Paul Slovic
  38. “ 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
  39.  
  40. Principle 6 Peer pressure still works.
  41. Principle 7 We listen to authority.
  42. v
  43. When will she stop talking so I can go to the bathroom?
  44. Questions <ul><li>Katya Andresen </li></ul><ul><li>[email_address] [email_address] </li></ul><ul><li>888.284.7978 </li></ul><ul><li>Learning Center – www.fundraising123.org </li></ul><ul><li>Free Training – www.nonprofit911.org </li></ul><ul><li>My take – www.nonprofitmarketingblog.com </li></ul>

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