A couple of weeks ago I shared our 6 R’s of Relevant Messaging checklist in So What? Making Your Messaging More Relevant.
Over the next few weeks, I will share some ideas for each one of the 6 Rs.
Let’s review those first:
- Rewarding. The benefits of following through on the call to action in the message are clear.
- Realistic. Following through on the message is doable, because any obvious barriers are addressed.
- Real Time. The message feels timely and works within the context of current events and other influences.
- Responsive. The message proves that you are listening, and taking people’s concerns and ideas into account.
- Revealing. New information or perspectives are shared, or you are telling a dramatic, engaging story that unfolds over time (in other words, you get us hooked).
- Refreshing. The message is delivered with personality — with an interesting, authentic style.
I adopted the two rescue dogs in the picture above during the last year and neither of them had much training when we got them.
We have spent the last months trying to figure out what “rewarding” is for each of them. My beagle, for example, is food-oriented – unless he doesn’t feel like doing what you ask (like taking entirely too long to come in the living room to take that picture despite me waving that treat in his face). But our Lab-mix on the other hand can feel rewarded with food, praise or toys (she followed me wherever I was and was very patient waiting for her brother to come around).
What do your supporters need to feel rewarded? The ideas below can help.
Ideas to Make Your Messaging REWARDING:
Use the second person (You, Your) in writing as much as possible.
By speaking more directly to your reader, you are more likely to focus on what’s most important – or rewarding — to them.
Make their role clear.
Why is it so important that your donors give or that your volunteers spend time with you? What difference do they make? Clearly convey just how important they are to your success and that you can’t accomplish your mission without them.
Make your readers feel like they are part of something bigger than themselves.
Many supporters of nonprofits want to change the world, but realize they can’t do it alone. When you welcome them into your community, team, network, family or whatever you call it, that inclusiveness is a reward on its own.
Help people express themselves.
The nonprofits we support are a reflection of our values. You can help people express themselves and who they are, for example, by providing share graphics on Facebook that let people tell their friends and family what they believe.
Next Up: Be Realistic
