Your nonprofit has a Facebook page, an Instagram account and maybe someone on your staff regularly writes blog posts with mission moment impact stories.
You’re doing all the work to get noticed, right?
But are your messages breaking through the noise?
“With 5.3 trillion display ads shown online each year, 400 million tweets sent daily, 144,000 hours of YouTube video uploaded daily, and 4.75 billion pieces of content shared on Facebook every day, posting a few blasé blogs on the corporate website just isn’t going to cut it. You’re going to need something that cuts through the clutter.” [source HBR]
Research tells us messages that contain emotional content are always more effective than those based solely on facts.
This doesn’t mean the emotional content has to be sad or cause us to feel sorry for someone.
Did your communication cause people to feel any of these emotions today? If not, what’s the point?
SECOND: Focus on a tiny moment.
Share that time when you heard a story or a quote from an insider, a parent of a client, the caregiver, or even the client themselves.
THIRD:The key is to cause others to SHARE your messages with others.
If your message is going to cut through the noise it MUST cause the reader or listener to connect to something deep inside.
Here’s an example of a short email message that uses some of these principles. This message was sent to registered guests of an upcoming fundraising event.
Your supporters are waiting to feel something about why they’ve given their time and money to your organization.
Don’t waste your time on ho hum posts or stories.
You have plenty of choices about where to share emotion: fundraising campaigns, email messages, newsletters, on the website, one-on-one meetings, and anywhere you are sharing communication about your organization.
Keep these questions in mind to shift your communication to include more emotion that will raise more money:
- Have we included emotional examples that honor our clients?
- Have we included emotional language or examples and still engaged our more linear thinkers who want some facts or statistics?
- Are we offering emotional connections that are positive, hopeful, funny in addition to the somber emotions our mission might evoke?
The Complete Storytelling System will teach you how to craft messages people want to hear, messages people WILL share with others.