Empathy Map Your Way to Relevant Messages

RobOur newest guest blogger, Rob Wu is CEO of CauseVox, a nonprofit crowdfunding and peer-to-peer fundraising platform  for nonprofits. 

You know it, and I know it. Connecting with your audience is harder than ever. And that means more of your org’s messages than ever before are ignored or deleted.

So how do we cut through the noise? And how do we motivate donors to donate and supporters to take action? We have to make our messages relevant.

That’s right-things, right-now marketing and I’m thrilled to introduce you to our Empathy Map tool to help you get there!

Note from Nancy: This Empathy Mapping technique is the perfect complement to developing personas—learn how to do that here. Then put your results together and you’ll have a 360-dgree profile of the folks you want to engage. That’s right-things, right-now marketing, and that makes you a  5-star messenger!

empathymapThe  Empathy Map is a proven framework for strong connections with the folks you need to act—to give, to volunteer, to take whatever action you need to move your mission forward.

The Map highlights key elements of your supporters’ environment, behavior, concerns and aspirations, enabling you to hone your messages, tone and channels to what’s most important to them (and so most likely to be digested, and acted on). That’s relevance, and relevance rules.

Here’s how to Empathy Map to get to know the people you want to engage—it’s the only way to get relevant:

1: Identify Primary Folks You Want to Reach & Engage

Consider all groupings of prospects, supporters, staff, partners, etc. but select no more than three broad groups as your targets. More than that and you’ll be unable to make messages to any of them relevant.

2: Group Them by Common Characteristics

Consider all groupings of prospects, supporters, staff, partners, etc. your organization have. e possible segments of supporters that you have. . These characteristics can include age, geographic location, profession, social identity, etc. Prioritize the top three within each of your broader audiences groups. So three target audiences, and a max of three segments for each—that’s all any of us can engage.

3: Humanize Your People

Bring each of the (up to nine) segments to life by creating a representative supporter complete with fictitious name, and demographics such as age, income, and interests. This helps you get to know these folks. ds.

4: Empathize with Your People

Each segment requires its own Empathy Map. Note the segment name in the middle of your map. Then, with your team, jot down responses to these six questions as illustrated above:

  • What does this supporter think and feel?
  • What/Who does this supporter listen to?
  • What does this supporter see?
  • What does this supporter say and do?
  • What is the supporter’s pain?
  • What is the supporter’s gain?

Note from Nancy: This Empathy Map technique is the perfect complement to developing personas—learn how to do that here. Then put your results together and you’ll have a 360-dgree profile of the folks you want to engage. That’s right-things, right-now marketing, and that makes you a  5-star messenger!

5: Validate Your Analysis

After crafting your Empathy Maps, test them to ensure they accurately represent the people you want to engage.

Interview a sample of trusted prospects and supporters to test your analysis and conclusions. Then adjust each Empathy Map as necessary.

Now you’re ready to use the Empathy Map to define messages, tone, content and distribution strategies for your nonprofit. And the value? Your communications will get more reads and shares because they are tailored to mirror what’s important to the people you want to engage.

Note: The Empathy Map was developed by XPLANE, an information design consultancy. We’ve adapted it for nonprofits so you can cut through the noise.

How do you get to know the people you want to engage? Please share your techniques here.

P.S. Get more nonprofit marketing guide right in your in-box! Register here for nonprofit marketing templates, tools & tips—Getting Attention blog & e-news.

Guest Blogger on March 6, 2014 in Right-Things Right-Now Marketing | 15 comments
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