For Nonprofit Communicators - How To Craft a Message That Gets Results - 3 Key Steps
By Steve Cebalt
All nonprofit communication begins with writing. Writing a marketing plan. Writing an annual report, a PSA TV script, a PowerPoint speech, a Web page.
It’s a challenge to write messages that will stick with people and motivate them. People are bombarded with so many messages, how can you try to make sure you penetrate through all the clutter? Too often we see nonprofit literature that is internally focused, or not focused at all, leaving readers grasping for the purpose of the piece.
The key to nonprofit communications can be simplified if you focus on three key questions:
1. Define your audience:
Create a mental picture of one individual. Write personalized language directed at your mental model.
2. Define your purpose.
What do you want your audience to DO?
How do you want them to RESPOND?
• Call for a free brochure?
• Stop in for an initial consultation?
• Visit your website?
• Mail back a reply card?
• Read to their children 20 minutes a day?
Have a clear action step in mind!
3. Make an offer.
• This step is often neglected.
• This step shapes everything else.
• Offers may include: Availability of matching funds to double your donation;
Acknowledgement in your newsletter; A premium item (mug, tote bag, CD, etc.); Dozens of other standard offers.
If you are unsure what you are offering, STOP until you come up with a clear offer.
If you focus on these three things, the ideas will flow and your nonprofit communications materials will be easier to produce and more effective, every time.
Steve Cebalt of Bottom Line Public Relations is Founder of the Social Marketing Leadership Roundtable in Fort Wayne, Indiana.
www.nonprofitPRforum.blogspot.com
Copyright Steve Cebalt 2007 May be used with author acknowledgment
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