rcc conference preso
DESCRIPTION
Religion Communication Conference presentationTRANSCRIPT
A hedgehog, a sock, and the path to
communications enlightenmentKatya Andresen, Network for Good
www.nonprofitmarketingblog.com
@KatyaN4G on Twitter
Credit: loopylou67, Flickr
2
The broken button.
Credit: “Broken Button”Fotofigg, Flickr
When communications is broken
3
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)
9
The blue circle is not enough.
You AreGood at It
Important to Audience
No One ElseIs Doing
Credit: Inspired in part by Jim Collins
10
The belief paradox
11
What is your gold toe?
12
Wowfundraising.com
13
By Jan Fonger
Attitudes toward marketingAttitudes toward marketing
Audience? Not so much.
14
The one thing to remember.
See through the eyes of your audience
(donors, faith community, everyone)
Credit: Suzee Que, Flickr
15
You are not the target audience!
16
How do we communicate this?
You AreGood at It
Important to Audience
No One ElseIs Doing
Credit: Inspired in part by Jim Collins
17
Why me?
Be your audience day
people who give often report feelings of euphoria, which psychologists have referred to
as the "Helper's High."
19
What for?
20
Why now?
21
Who Says?
22
No. D’oh.
Spock will break your button.
“Broken Button” Fotofigg, Flickr
Fundraising123.org
24
Principle 1
Understand Homer, but don’t use his ethics.
25
Libertarian paternalism or…all-you-can eat bacon bar?
Principle 2
The left brain need not apply.
28
Dan Heath: Elephant, rider, path
By Chego, Flickr
Emotion, emotion, emotion.
Principle 3Stick to social norms,
not market norms.
31
Where’s mommy? She’s out heeding market norms.
Principle 4
Small, not big.
33
Rokia matters. Millions do not.
Source: Communications Network, Paul Slovic
Source: Communications Network, Paul Slovic
Principle 5
Hope, not hopeless.
36
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.
40
41
42
Principle 7
We listen to authority.
43
v
45
When will she stop talking so I can go to the bathroom?
Questions
Katya [email protected] [email protected]
888.284.7978
Learning Center – www.fundraising123.org
Free Training – www.nonprofit911.org
My take – www.nonprofitmarketingblog.com