Are you ready to get serious about your marketing and fundraising campaigns? Then you’ll need to invest some creative brainpower into your messaging.
To get your messaging right, you need to answer four questions:
1. What’s Your Call to Action?
How do you want people to help? You need to be clear and specific about what you want people to do.
2. Who Cares?
You want to direct your messaging to the right people, so you need to be clear about who they are. Ideally, they should already be leaning your way. In other words, they should have at least some minimal level of demonstrated interest in your work, or what’s also known as being a warm lead.
For some organizations, answering this question first will be easier. Then you can work on the call to action.
3. So What?
Why should these people care and why should they follow through on your call to action? What’s in it for them? It’s often an emotional benefit, like knowing they are doing something positive in their community.
4. Why Now?
Everyone is busy. Even if they do care, and it seems like your call to action is a good idea, you still have to fight inertia and overwhelm. How can you create a sense of urgency so they will follow through?
Spending time working on the answers to these four questions will greatly improve your results!
If you need some help answering these four questions especially for your donors, consider taking our upcoming Master Class, Creating Your Donor Communications Plan, on September 9, 2021.
