5. Right Message Comes First
What makes more sense to you?
Line up based on how
strongly you feel.
Talk to those on your left and right to
get yourself in the correct position.
Right People Come First
6. 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?)
7. Find Answers in Right People & Right Message
• What should our
website look like?
• What kinds of articles
should we put in our
newsletter?
• What should we
emphasize in our
fundraising?
8. Your Goals You
Are
Including Here
calls to action
Content Strategy Segmenting
(Responsive, Revealing, (Groups of the Right
Refreshing) People to Persuade)
Personas Relevant
Messages
(Getting to Know the
Right People as People) (Rewarding,
Realistic, Real Time)
9. Calls to Action
Something Needs to Does Your Audience
Be Done! Know Where to Begin?
flickr.com/photos/fusen/2342290882
10. Typical (Ineffective) Calls to Action
• Participate • Collaborate
• Engage • Buy in
• Believe • Promote
• Understand • Share
• Help • Educate
• Support • Network
• Be proactive • Connect
• Work with us • Partner
11. Or No Call to Action At All!
We Assume It is Obvious, or Or We Are
Maybe That People Are Too Shy to Ask
Psychic
flickr.com/photos/68726162@N00/
12. People Need Direction
• They won’t do
anything unless we
ask.
• They can’t get there
without a map.
flickr.com/photos/liaw/398748129
13. Solution 1: Think Visually
Can you take
a photo or
video of
someone
doing it?
14. Solution 2: Step 1, Step 2 . . .
Can you break
it down into
simple,
ordered steps?
flickr.com/photos/atoach/2545233155
17. Your Goals
Including
calls to action
You
Are
Here
Content Strategy Segmenting
(Responsive, Revealing, (Groups of the Right
Refreshing) People to Persuade)
Personas Relevant
Messages
(Getting to Know the
Right People as People) (Rewarding,
Realistic, Real Time)
31. Your Goals
Including
calls to action
Content Strategy Segmenting
(Responsive, Revealing, (Groups of the Right
Refreshing) People to Persuade)
You
Are
Personas Relevant Here
Messages
(Getting to Know the
Right People as People) (Rewarding,
Realistic, Real Time)
35. Messaging That Does Work
REWARDING:
Benefits are clear.
REALISTIC:
Barriers are addressed.
REAL TIME:
Context makes sense.
36. Rewarding: The Benefit Exchange
• What’s in it for
them to follow
through?
• Often an emotional
payoff
37. 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
39. 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?
40. Let’s Work on Your
Rewarding Benefits
and Being Realistic
about Barriers.
41. Real Time: The Context Works
• Know What’s in
the News
• Look at the
Calendar
flickr.com/photos/katerha/4647339052
42. JUNE
• First day of Summer!
– What can kids do during summer break to help
you? Do things change at your org in summer?
• Father’s Day
– Who’s the “father” of something related to your
work? Or who’s been like a father to your org
lately?
• Your Calendar?
43. JULY
• Independence Day in the U.S.
– Who deserves a fireworks celebration of their
own? Who should celebrate their freedom?
• Bugs!
– They are everywhere. How do insects play a role in
your work?
• Your Calendar?
44. AUGUST
• Dogs Days – Hot Weather
– How does hot weather affect your work or
supporters?
• Back to School
– What are you studying up on now? How do you
gear up for the fall?
• Your Calendar?
45. Your Goals
Including
calls to action
Content Strategy Segmenting
(Responsive, Revealing, (Groups of the Right
Refreshing) People to Persuade)
You
Are
Personas Here Relevant
Messages
(Getting to Know the
Right People as People) (Rewarding,
Realistic, Real Time)
48. Affinity (Tribe) + Demographics
• Gender, age, ethnicity, education
• What they like – music, TV, politics, celebrities
• Geotargeting – zip codes, types of retail
• Other groups they join or support
• Allegiances and hobbies, strong and weak
(sports fans, stay-at-home moms, marathon
runners)
49. What do these people value?
• Time
• Fitting In • Safety
• Sleep
• Change • Money
• Convenience
• Self-Help • Efficiency
• Adventure
• Competition • Challenge
• Public recognition
• Action • Privacy
• Good karma
• Formality • Connecting
• Control
• Openness • Independence
• Love
• Pragmatism • Teamwork
• Status
• Cooperation • Predictability
• Power
• Idealism • Fun
51. Add Values to Basic Demographics
Predictability,
Time, Efficiency,
Recognition Good Karma,
Control
Idealism,
Fitting In,
Fun
Money, Self-Help,
Convenience
52. Volunteering: Matching Message to Values
•Specific, recurring •We’ll tailor your
tasks that can be volunteer experience
accomplished in a to your talents.
set amount of time •Give back and get
• Personal thank you results!
notes
•Volunteer with
friends
•Facebook
Group
•Tasks that let you polish your skills •Socials before
•Flexible weekend and evening hours or after
•Child care or activities available volunteering
53. Donating: Matching Message to Values
• Leaving a legacy • Options for what to
(planned giving) fund
• Naming • Reporting back built
opportunities into gift
• PR • PR
• Monthly giving
• Events
• Facebook Causes
• Mobile giving
• Monthly giving
• Events (especially with kids)
• Church/Club service projects
55. “Why This Matters” Demo:
Let’s Try to Target Some of These
People with Facebook Ads . . .
56. Your Goals
Including
You calls to action
Are
Here
Content Strategy Segmenting
(Responsive, Revealing, (Groups of the Right
Refreshing) People to Persuade)
Personas Relevant
Messages
(Getting to Know the
Right People as People) (Rewarding,
Realistic, Real Time)
62. Fill in Blank Headlines
If I'd Only Known: Lessons from __________
How Many of These Early Warning Signs of _________
Do You Recognize?
[Number] Myths that ___________ Believe
How to ________ When You Really Want to _________
[Number] Little _______ That Will _________
66. REVEALING: Communications Arcs
• Think Must-See
TV, Except Now
It’s Your Content!
• Story Threads
Over Weeks or
Months
• Think Beginning,
Middle, End
flickr.com/photos/wonderlane/5351266905
67. Communications Arc: Strategy
: les
g: id dle Profi
nin ruitin
g
e: y M idate sues ure le: d:
in ec ddl ttles
r i dd e t o En
eg i Sto and al Is islat yM s ry
r y B at e R ry M ry B a - C at i on Leg t or s pon s
S e Sto ction
Sto ndid Sto ma in - R ck A
d
Ele sults
Ca Pri - N t i on a
-A
c A tt Re
Filing Deadline (Feb)
DNC Convention in
Primary Election (May)
Election Day (Nov)
Fall/Early Winter
CLT (early Sept)
74. Fill in Blank Headlines
[Number] Miracles You've Created for _________ This
Year
How Your Support Changed _________ into
___________
Why We Can't _______ Without You
76. REFRESHING MESSAGES:
Express an opinion!
flickr.com/photos/randysonofrobert/393165345
77. You
Made It Your Goals
Back!
Including
calls to action
Content Strategy Segmenting
(Responsive, Revealing, (Groups of the Right
Refreshing) People to Persuade)
Personas Relevant
Messages
(Getting to Know the
Right People as People) (Rewarding,
Realistic, Real Time)
Don’t jump ahead to #3. It doesn’t work, and people also have the most fear. Start on #1 and #2. Make #3 your job.
OK, Something needs to be done. How do we can our target audience to do it? If I told my daughter to clean this kitchen, she ’ d freak out, she wouldn ’ t know where to start. If I told her to start by putting the plates in the dishwasher, she ’ d know where to begin. Do your personas know where to begin?
Let’s say we need to get volunteers to work at our community center
Based on talking to our volunteers over the years, we have a pretty good sense for why people volunteer, so we’ll organize our first cut at grouping them based on these four motivations. Now let’s look at some of their demographics and create a persona for each one.
What are trying to get someone else to do? What is the real call to action here?
Once you have identified your target audience and you know who you need to talk to, how do you decide what to say to them? What ’ s your message? “ do the right thing ” is generally not a good message.
The Benefit Exchange answers the question, “ What ’ s in it for them? ” What ’ s the payoff for following through on your call to action? In the nonprofit world, it ’ s often an emotional payoff, such as feeling effective, appreciated, powerful, included, heard, validated, relieved, or some other highly valued emotion.
Barriers to your call to action may prevent your target audience from following through, even when the Benefit Exchange is well understood. This is often when our emotions overrule our heads. I know I shouldn ’ t eat that pound of fudge because I want to lose weight, but I ’ m going to anyway because I ’ ve had a hard week and I deserve it! Take a hard look at your call to action. Is it (honestly) inconvenient, difficult, and expensive to perform? Is it just too hard or confusing? Is there any social stigma attached to what you are asking people to do (What will my husband, neighbor, boss think?)
This is Maria. She is 19 and in her second year at a community college, trying to figure out what she wants to do with her life. One day she’s all about transferring to a 4-year college, the next, she wants to just get an associates degree and start working somewhere. She spends a lot of time online.
You’ll learn a great deal from the conversation in social media that you can use to inspire and inform you e-news and web content. For example, a conversation on Twitter can transform into a new update you send out via your e-newsletter. Blog comments can direct updates to other parts of your website.
The story isn’t about you. It’s about being helpful to your supporters, participants, etc.
