Lessons From a Trust Fall

We build trust through positive actions and then use marketing channels to promote that trust.  The best nonprofits understand effective marketing communications is critical to their success. So why is there so little emphasis on measurement in so many marketing campaigns?

I saw this video the other day and it really made me laugh and then it got me to thinking. Communicating exactly what you want your audience to understand is a tough business!  How effective are you in your communications?

[youtube http://www.youtube.com/watch?v=wPOgvzVOQig&w=560&h=315]

What we have here… is a failure to communicate!

How often have you presented a simple message only to encounter an undesired reaction?  As nonprofit professionals, we understand the value of effective communications.  But, do we really know whether our message rings true and if so, to what extent?

How often do you find yourself stating and restating your directives? Are your presentations, or "asks", falling flat?  Has attendance at your events become lackluster? Do you find yourself wondering why the phone is not ringing after implementing a great new fundraising appeal?

The answer may be found in our innate inability to hear ourselves. It always sounds better in your head! We think our message is clear, but we often fail to adequately express our value in ways in which our audience will connect and understand.  Often we use too many, too few, or the wrong words, or we promote our significance in areas where our audience is not listening.

If what we are striving for is to get our great mission understood by as many in our target population as possible, it's important to first craft a great message, but then we need to know if it really is a great message.  Has it been heard, comprehended, and most importantly did it resonate? Here are five Hip Tips to get your message off and running and then humming along like a well-oiled machine.

  1. Understand your target audience.  Know what they read, listen to, watch, like, and think. Remember you can have multiple audiences for your message, so make sure your tailor your communications to each group.
  2. Test, test, test and then test some more.  In every good marketing campaign the message is test marketed and then tested some more during implementation.  Set up specific measurement tools, which will allow you to gauge your success.
  3. Find out what works and keep doing it until it doesn't.  That's how you create and maintain a consistent voice and a develop a real brand.
  4. Remember that multiple touch points reinforce the effectiveness of your message.
  5. And, don't forget the old sales adage: Tell them what you're gonna' tell them, tell them, and then tell them what you just told them.

Employ these Hip Tips in all your communications efforts and your audience's hearing will improve dramatically.

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