Creating Po(wow)erful Communications
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Getting attention is getting harder, and once you have that attention it's getting harder to close. Use these tips and tricks to create powerful communications that help to land the business.
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Creating Po(wow)erful Communications
- 1. — How to Create Po(wow)erful Communications Graeme Lipschitz – Co Founder of Wonderland Collective
- 2. – Anne Morrow Lindbergh “Good communication is as stimulating as black coffee, and just as hard to sleep after.”
- 3. Creating Powerful Commuications Gaining attention is getting harder. 3
- 4. Creating Powerful Commuications4 You’re not the only one.
- 6. Creating Powerful Commuications6 Don’t be your own worst enemy.
- 10. Creating Powerful Commuications10 Make it easy.
- 11. Only 8% of charitable giving in the US happens online.
- 14. Creating Powerful Commuications14 Give it some thought.
- 15. - Drake “An effective strategy is a success story told backwards.”
- 16. Outcome = why, how, what + whom & how to do it.
- 21. Creating Powerful Commuications21 Be different.
- 23. Creating Powerful Commuications23 Be digital.
- 25. Creating Powerful Commuications25 Be relevant.
- 27. Creating Powerful Commuications27 Be tangible.
- 28. Creating Powerful Commuications28 Create a social movement.
Editor's Notes
- Your reputation only helps if people know you exist, or that your services exist. Networking events are not as fruitful as they once were. They are filled with non-clients, non referrals, competitors, and so on. It’s getting harder to have face time with those decision makers in companies, and I’m talking about actual meetings, not the app. It really requires the dedication of a full time person - not someone who is balancing a million things to just add this in the mix. We pay the extra $1.99 for an ad-free app. We use a newsreader to get our news stories without having to worry about print or online advertising. We rigorously work and rework our Facebook feed to better ignore ads and promoted posts. We pay for streaming television, or at least use our DVRs, to avoid commercials. We pay for streaming radio, or torrent all our music, so we don't have to listen to... what? Ads. And young or small companies seem have it harder than those who have been around for ages.
- You’re not the only one doing what you’re doing. As there are over 6 billion people on the planet, there’s probably someone doing what you do. As a matter of fact, there are over 2 million NGOs (find the UK term) and charities globally – so that’s a lot of organizations looking for money.
- In order to break through the noise, we need messaging that is authentic, part of an underlying strategy and well crafted.
- Elements of poor communication Defeats the purpose Cluttered Confusing Non-sensical layout Inconsistent (not trustworthy)
- Elements of poor communication Defeats the purpose Cluttered Confusing Non-sensical layout Inconsistent (not trustworthy)
- Find your voice Key Stakeholder Interview – BHAG – Tone – Create a “visual language” that includes logo, colour, typography, icons and other visuals. Lexi to add some magic here.
- Childline introduced an improved digital offering across its platforms and call centres as it looks to streamline its service and keep up with the demands of its users. The counselling service, which is provided by the NSPCC, has 750,000 registered users aged between nine and 19 and wanted to make its website more user friendly and overhaul its content to take in to account the diverse age range of its users. They recognised that in order to effectively communicate to their audience they needed to refine their online voice and user experience. “We also knew we needed to use the very best in digital UX and design, in order to meet the growing expectations of young people, and provide the most user-friendly experience for all children, no matter their ability, or how they are feeling.”
- To differentiate yourself you need to make it easy and accessible to view and participate.
- It’s getting easier and easier to part with your money online – this is a huge gap in the charity sector. Feedback to interested parties or donors. Connect people and give them insights. This will help you soar.
- Everyone talks about the misery – too many messages that follow the same vein. To differentiate yourself you need to take a two-prong approach with your messaging: Make it easy and accessible Feedback to interested parties or donars. Connect people and give them insights. This will help you soar. NOTES: Graeme go see the site to get a feel for the campaign: http://www.thefutureproject.org/
- CASE STUDIES or video feedback is so important
- A lot of the time, poor communications comes from a lack of strategy and vision;
- If we take the time to consider our objectives and KPI’s – it helps us to track the path of where we need to go. Think about the why, how, what and then to whom and when and how you would do it.
- If we take the time to consider our objectives and KPI’s – it helps us to track the path of where we need to go. Think about the why, how, what and then to whom and when and how you would do it.
- This is a good analysis of the who.
- This is a great analysis of the how.
- Be bold and brave with your messaging. In a saturated space, you need to find some way to stand out in the noise.
- Notes: Graeme here is the site so you can see it: https://bravetheshave.org.uk/
- People have become desensitised. We see incredibly sad and dismal states of human existence on a daily basis. We’ve become cold/ immune to this. You now need to think differently to grab people’s attention.
- Notes: Graeme this video is excellent. Nonprofit 1,000 Days opts for humor over heartstrings in campaign to fight malnutrition
- As we saw earlier, digital is the way that millenials want to consume their communications. This doesn’t need to be limited to a responsive website. Create digital experiences…… AR / VR brand experiences Make sure it’s well tested and runs smoothly to not irritate your audience. YOU NEED TO ADD SOME MORE HERE.
- A great example of this being achieved seamlessly http://www.thedrum.com/news/2016/08/05/wwf-eyeing-engagement-heavy-experiential-cut-through-saturated-fundraising-market WWF is eyeing up engagement-heavy experiential to cut through the saturated fundraising market
- Being relevant is a great way of cutting through all the noise. Use a special time of year or occasion to help bring the spotlight to your campaign. Recently we’ve seen campaigns centered around trending social media events like the blue and gold dress.
- Save the Children launches #Classof16 social push as kids head back to school http://www.thedrum.com/news/2016/09/01/ad-day-save-children-launches-classof16-social-push-kids-head-back-school ‘Go Back to School with the #Classof16’ shows children – from the UK and developing countries around the world – on their first day of school holding up signs stating their dream jobs. The campaign asks parents to share a photo of their child on their first day of school (whether it’s their first day ever, or simply first day back) with a sign revealing their dream job along with the hashtag #Classof16. Running across Facebook, Twitter and Instagram, the campaign aims to show that every child no matter where they are from should have the opportunity to get an education – and the chance to realise their potential.
- Snapchat is being used in India as a counselling service for teens – appealing to the milennial audience using the tools and norms they’re familiar with – in this case you’ve got the non-permanence, ubiquity and discretion of Snaps.
- By creating experiences that people can get involved in and see first hand the impact of their donation (whether it’s time or money) Remember at Christmas when people said the best thing to do is give? Well, this is like Christmas and people are opening their gifts in front of your eyes all the time. It’s incredibly powerful.
- The Put Foot Rally is an epic road trip adventure where incredible people from all over the world come together to explore and experience the very best of Africa! Crews in a wide variety of whacky vehicles, meet up at checkpoints located at the heart of each country, for awesome parties, and load of giving back through hands-on charity work.
- The Put Foot Foundation have created several ways for people to get involved: The Put Foot Foundation is about participation for all, from our volunteers, school teachers, supporters, donors, partners and anyone who wishes to get involved in what we do. We’re all here because we want to be, and we’re operating at maximum energy! The Rally – 5 COUNTRIES | 5 CHECKPOINTS | 5 PARTIES | 8000KM | 18 DAYS National Barefoot Day – Dedicated day in South Africa where you walk without shoes. Make donations to put shoes on kids feet. Country wide shoe drops – Going in person to drop off shoes. Be a part of a shoe drop day. Physically put shoes on feet. Mzanzi Army – Support the foundation by showing your passion for your national sports teams. Travel to where the teams are playing (similar to the Barmy Army)