Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

So What and Who Cares - Getting Your Communications Right

2,321 views

Published on

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.

Published in: Sports, Business
  • Be the first to comment

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? flickr.com/photos/marktee/5586165599
  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. flickr.com/photos/stopdown/2507765030Forget 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?.flickr.com/photos/21524179@N08/2419469212
  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? flickr.com/photos/katerha/4647339052
  22. 22. Example: Summer Themes• Fourth of July – Independence• Vacations• Bugs!• Dogs Days – Hot Weather• Back to School• Your Calendar?
  23. 23. flickr.com/photos/marcinmoga RESPONSIVE MESSAGES: Think of communicating as gift giving.
  24. 24. RESPONSIVE MESSAGES:Be a helpful human.
  25. 25. REVEALINGMESSAGES:Share New Infoor Insights. flickr.com/photos/katemere flickr.com/photos/farleyj/2768941171
  26. 26. flickr.com/photos/katemereREVEALING MESSAGES:Take us back stage.
  27. 27. REVEALING MESSAGES:Story Arcs
  28. 28. REFRESHING MESSAGES:Show some personality! flickr.com/photos/uggboy/4100732860
  29. 29. flickr.com/photos/ piccadillywilsonREFRESHING MESSAGES:Facts are fine, but emotionsdrive action.
  30. 30. REFRESHING MESSAGES: Express an opinion!flickr.com/photos/randysonofrobert/393165345
  31. 31. What Have YouLearned Today?
  32. 32. Thank You! flickr.com/photos/flashpackinglife/6844834841
  33. 33. Kivi Leroux Miller@kivilmFacebook.com/nonprofitmarketingguidekivi@ecoscribe.com

×