1. Kristen Grimm, President
June 4, 2014
The Power of
Communications

2. What are you working on?

3. 60% say they worry “a
great deal” about the
pollution of drinking water
7% increase
from 2013

4. 53% say they worry “a
great deal” about the
contamination of soil and
water by toxic waste
7% increase
from 2013

5. 53% say they worry “a
great deal” about the
pollution of rivers, lakes
and reservoirs
7% increase
from 2013

6. You must anticipate what you are up against
But....
Jobs Killer

7. Engage, Activate, Motivate
Your job
No
Outsourcing
Allowed

8. What is the plan to
get to know them?
How will you keep
them engaged?
New audiences: Recruitment & activation

9. Analyze

10. New audiences: Who do you need?

11. Motivation: Frame it well

13. Motivation: Make it personal

14. Motivation: Use psychological jujitsu

15. Motivation: Offer incentives/disincentives
Clean water is essential to
great-tasting beer.

16. From 1,000 hits a week to 30,000 in two days!
Readiness Level

17. Clear, doable ask

18. DO NOT help the opposition

19. Trigger the right emotion
Fear, anger, sadness, joy, disgust, trust,
anticipation, admiration, surprise, envy,
pity, amusement, pride, caution, love,
lust, confusion, hope, nervous, anxious,
tense, pleased, elated, relived, satisfied,
skeptical, guilty, excited, determined,
mad, inspired, forgiving, daring, bold,
eager, bitter, confident, ambitious.

20. Trigger the right emotion

21. Trigger the right emotion

22. Make your cause compelling

23. The Rain Tax

24. • What do “pro-stormwater fund” people want?
• What do “rain tax” people want?
Maryland “Rain Tax”: Decision Points
vs.
Point A
Point A
Point B
Point B

28. No lying, exaggerating or making idle threats
And, no matter what....

29. Timing: Created

30. Timing: Guaranteed

31. Timing: Unexpected

32. Dirty Water Campaign Video

33. What does this mean for your work?

34. www.smartchart.org
Additional resource

35. ©2014 Spitfire Strategies LLC
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