Reaching Out with Swine Flu in the Air

Reaching Out with Swine Flu in the Air I’ve heard from many nonprofit marketers lately who are unmoored by the uncertain environment in which we’re living. Swine (a.k.a. H1N1) flu is just the icing on the cake.

Folks are wondering how to respectfully engage with so much competing for attention and anxiety at an all-time high. So here are a few of my guidelines for effectively sharing stories on your organization’s impact, even now:

  1. Take your base’s pulse. Never assume you know how they’re feeling/thinking. Ask!
  2. Respond appropriately. The pulse enables you to do so, so make sure you’re on the mark. When you are, you’re much more likely to engage them.
  3. Relate your organization’s work to current crises, if there’s a real connection.
  4. If your org is in the middle of the crisis, talk about it.

Read the full set of guidelines and two case studies here.

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Nancy Schwartz on May 20, 2009 in Crisis Communications, Current Affairs, Nonprofit Communications, Strategy | 0 comments
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