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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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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