rcc conference preso
Post on 25-Jan-2015
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A hedgehog, a sock, and the path to
communications enlightenmentKatya Andresen, Network for Good
www.nonprofitmarketingblog.com
@KatyaN4G on Twitter
Credit: loopylou67, Flickr
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The broken button.
Credit: “Broken Button”Fotofigg, Flickr
When communications is broken
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Meanwhile…
Matthew Marek, ARC on Flickr
Philippe Boissel, Flickr
One of three things are broken
• We’re ignoring our audience
• We’re assuming information = marketing
• We’re ignoring our environment
Agenda: Let’s fix all three today!
• Great positioning (three circles)
• Great messaging (four questions)
• Great psychology (7 principles)
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The blue circle is not enough.
You AreGood at It
Important to Audience
No One ElseIs Doing
Credit: Inspired in part by Jim Collins
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The belief paradox
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What is your gold toe?
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Wowfundraising.com
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By Jan Fonger
Attitudes toward marketingAttitudes toward marketing
Audience? Not so much.
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The one thing to remember.
See through the eyes of your audience
(donors, faith community, everyone)
Credit: Suzee Que, Flickr
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You are not the target audience!
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How do we communicate this?
You AreGood at It
Important to Audience
No One ElseIs Doing
Credit: Inspired in part by Jim Collins
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Why me?
Be your audience day
people who give often report feelings of euphoria, which psychologists have referred to
as the "Helper's High."
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What for?
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Why now?
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Who Says?
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No. D’oh.
Spock will break your button.
“Broken Button” Fotofigg, Flickr
Fundraising123.org
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Principle 1
Understand Homer, but don’t use his ethics.
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Libertarian paternalism or…all-you-can eat bacon bar?
Principle 2
The left brain need not apply.
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Dan Heath: Elephant, rider, path
By Chego, Flickr
Emotion, emotion, emotion.
Principle 3Stick to social norms,
not market norms.
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Where’s mommy? She’s out heeding market norms.
Principle 4
Small, not big.
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Rokia matters. Millions do not.
Source: Communications Network, Paul Slovic
Source: Communications Network, Paul Slovic
Principle 5
Hope, not hopeless.
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Bigger camp = less money
Source: Communications Network, Paul Slovic
“P.S. In order to make sure my Thanksgiving appeal didn’t ruin your appetite, I’m enclosing my family’s age-old recipe for cranberry sauce. As you spoon the blood-red berries onto your Thanksgiving plate, don’t give a moment’s thought to the children whose blood is on your hands because your family chose to gorge itself instead of responding to my earnest request for funds.” - Eric FoleyTransformational Giving
Principle 6
Peer pressure still works.
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Principle 7
We listen to authority.
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v
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When will she stop talking so I can go to the bathroom?
Questions
Katya AndresenKatya.andresen@networkforgood.org fundraising123@networkforgood.org
888.284.7978
Learning Center – www.fundraising123.org
Free Training – www.nonprofit911.org
My take – www.nonprofitmarketingblog.com
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