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3 Tools Power Ambassadors to Success

We all have an incredible marketing and fundraising resource right in front of us—our colleague, board member, and loyal volunteer ambassadors. But most of us look right past them!

You STILL HAVE TIME to launch your team of messengers to advance your campaigns. They’re already fans, so many of them will be eager and effective fundraisers. So that’s all good. However, your ambassadors’ reach, engagement, and ultimate impact on donations is directly related to saying the right thing at the right time. And it can’t be a script, repeated from everyone to everyone. Spamming robots just don’t work. But…

Provide these three message tools to your ambassadors, and you’re golden. They’ll ensure your ambassadors’ comfort and confidence, so they’re more likely to reach out to friends and family members (a.k.a. donors and prospects). Plus they’ll boost the odds prospects hear the kind of consistent yet personal outreach that generates true engagement and the actions you want!

1) Your #1 tool! Ready-to-use email signatures make it easy for your ambassadors to close their emails in a way that’s hard to ignore or forget. That means more recipients will respond and spread the word to family and friends.

Take this memorable email signature from the United States Holocaust Memorial Museum:

2) Graphic badges ready to cut-and-paste into your ambassadors’ emails, tweets, Instagram and Facebook posts.

Who can resist a face like this?

graphic_badge-fundraising_hsus

Or a laugh like this one?

3) Cut-and-paste templates like this email for teachers to customize when fundraising via DonorsChoose.org

Fundraising Ambassadors

Create the templates you anticipate your ambassadors will need most frequently. Have no idea? Ask them!

Get these three tools in your ambassadors’ hands a.s.a.p. so they generate as much engagement and action possible, with the greatest ease and confidence. I can’t wait to hear how it goes.

How Great Website Design Drives Connection & Action

High-Impact Nonprofit Website DesignThanks to guest blogger Alex McLain, who designs engaging websites for nonprofits as a member of the Wired Impact team.

Creating a new website for your nonprofit is a mind-boggling task. You’ve got a million questions reeling through your head throughout the process, but one of the most important to consider is: “How important is the role of design in our website?” Without a doubt, your answer should be, “Very important.”

In order to wow website visitors and keep them returning to get more info, make more donations, or sign up for events, your site needs to stand out in a sea of websites that “get the job done.” Here are 10 ways great visual design drives website impact:

1. Makes a Good First Impression
I know what you’re thinking, “How can a website make a first impression? It’s not human. It’s not going to walk into a room and shake hands and kiss babies.”

But your website is one of the main faces of your organization (and frequently the first one new folks see). When potential supporters come to your site, you want them to immediately feel a sense of awe and be comfortable navigating and browsing through your site.

2. Inspires Confidence in Your Organization’s Impact
People want to support a nonprofit they trust will make a difference in the world. The work you do is important, and deserves to be showcased in a bold and beautiful manner. A striking, professionally designed website can help establish confidence and authority surrounding your cause.

3. Demonstrates that You Are Active and Relevant
Having an up-to-date and visually appealing website helps people to see that your nonprofit is actively working in your respective community. If your site looks like it’s from 1992—with a jarring background color and poor graphics—your organization may be perceived as inactive or out-of-date, and maybe even incapable of efficiently solving the problem you focus on. Having a dated site makes it far less likely that your visitors will be inspired to get involved.

4. Evokes Emotion
Being in the nonprofit sector, a huge part of what you do likely revolves around emotion. Maybe you’re fighting to keep the ozone layer intact, providing food for malnourished children, or rescuing homeless animals. These topics alone start to evoke emotion from supporters. In positioning your marketing efforts as cheerfully hopeful, boldly passionate, or even using sadness (with care) to grab people’s attention and compel them to help, you’re further delving into people’s emotions to motivate action. In fact, a study by a Wharton marketing professor on how to increase charitable giving found that “feelings, not analytical thinking, drive donations.”

A stellar design will bring your organization’s story to the forefront of your website, both visually and textually. It will motivate people to act based on how they feel toward your cause, and your nonprofit’s ability to be a part of the solution.

5. Prompts Actions: Donations and More
A well-designed website highlights specific, doable calls to action in strategic places throughout your site.

Make action opportunities clear and easy to find. Showcase what you want your visitors to accomplish on your website. Do you need volunteers? Add a “Sign Up to Volunteer” banner to your homepage. Do you need donations? Include a “Donate Now” button in a prominent spot in your navigation.

6. Enhances User Experience
User Experience basically means how your visitors feel when interacting with your site, and it is insanely important to take into account when designing a website.

According to the Online Marketing Institute, 85% of people abandon sites that are not well designed and easy to use, and 83% of people flee sites that require too many clicks to find what they’re seeking. For this reason, ensuring that your design is visually engaging and well-organized can be invaluable for your nonprofit. You want people to stay on your site for as long as possible, learning more about your organization, and ultimately donating or getting involved in other ways.

7. Makes Your Site Easy to Use On-the-Go
Mobile is a must at this point, but there’s more to great mobile site design than just pretty pictures, a nice color palette, and enough breathing room in between lines of text.

Responsive design refers to a site that automatically adjusts its layout to fit the screen size of the device it’s being viewed on, and is something you should definitely consider. Optimizing your website for mobile devices can be priceless in a world where over 74% of internet users are accessing the web on their mobile phones, according to eMarketer. And in a study released by Google, 25% of online donors in 2013 made a donation on a mobile device. That’s a ton of donating potential you don’t want to lose.

8. Connects You with a Younger Audience
It’s no secret that Millennials are always online. Whether they’re surfing the web, tweeting, pinning, Facebooking, whatever the case may be; Millennials care about socializing and sharing what they feel passionately about.

According to the 2013 Millennial Impact Report, keeping a website updated, and using photography are very important for keeping Millennials interested. In fact, 75% of respondents indicated that their biggest turnoff is an out-of-date website. By having a well-designed site, you can attract this generation now, and steadily build relationships and support for your cause throughout their lifetime.

9. Reinforces Your Brand
Consistency is the key to seamless branding across all communications platforms. Integrating in typography, imagery and colors across online, print and social content smooths supporters’ transition among media.

When people are able to quickly identify your organization by its familiar “look and feel” (known from materials they have already seen), that’s a valuable short cut to trust for you. You’re instilling trust that your nonprofit is organized, and has a clear vision plus the ability to tackle that vision head-on.

10. Converts Casual Visitors into Supporters
Your website is the portal into your world. Your site enables potential supporters to see what you’re accomplishing and how you’re doing it. By having an up-to-date, visually stunning website, your organization can draw people into the work of your organization and create emotional connections without requiring you to meet face-to-face.

By compelling site visitors to stay connected and share your cause with friends, you can raise more money, grow your volunteer base, meet new supporters, organize larger fundraisers, and ultimately extend closer and closer to realizing your mission and vision.

Has your nonprofit launched a newly-designed website recently? If so, how has it affected your presence on the web?

Make Your (Re)Brand Magical!

I’m so eager to share with you the incredible learning experience I had at the recent Nonprofit Technology Conference (NTC) . I learned all about nonprofit rebranding via Farra Trompeter, Vice President of Big Duck, and Will Nolan, Senior Vice President of Parent Project Muscular Dystrophy (PPMD). Here are a few key takeaways to help you understand the potential of brand for our causes, and knowing when it’s time for a change.

First Things First: What’s a Brand?
Your nonprofit’s brand represents your identity, your promise to donors and constituents, and the consistency of your work. The principles outlined here are relevant whether you’re shaping a first-time (intentional) brand for your organization, or you’re rebranding.

Whether we’re talking Red Cross or Coca-Cola, brands that work connect with our hearts and minds to trigger emotion and action. The difference, Farra says, is that with companies, we have a transactional relationship; with nonprofits, we have a transformational relationship.

Brand Positioning vs. Organizational Personality
These two terms are tossed around a lot, but what do they really mean? If positioning is the big idea, personality is the feeling in your people’s hearts, says Farra.

Effective  positioning ensures that a big idea is consistently associated with the brandÚ For what expertise or service are you the go-to? Your personality should answer the question: What do you want them to feel?

Zero in on what your organization is trying to do or be before jumping to positioning & personality. Get clear on who you are—and who you’re trying to reach. It’s the only way to get relevant. Beware, there is no such thing as “the general public.” If you try to reach everyone, you’ll fail, and you’re likely to alienate the folks you really want to engage.

Why Are SO Many Orgs (Re)branding?
Rebranding helps orgs erase outdated geographical boundaries, market smarter, and better reflect their work. A rebrand bridges from the before to what’s new when orgs shift focus or restructure.

Your nonprofit’s brand is a powerful way to synchronize your efforts across programs and channels. Clear branding, guidelines, and communications tools actually make it easier for everyone to speak on your behalf. This is particularly important for organizations that have many staff, as well as external supporters, acting as spokespeople.

Shoring up your brand can also help you recruit better board members and staff, improve your internal capacity, and attract more media coverage. Your people ARE your brand!

But Your (Re)brand Does Even MORE
Done well, rebranding (OR first-time branding) enables your org to more clearly define and share your niche, which makes it easier for your people to connect with you, and ultimately increase revenue through

Parent Project Muscular Dystrophy’s rebrand helped the org become more direct and consistent in their communications. They shifted their tagline from “Leading the Duchenne muscular dystrophy community” to a bolder statement: “Leading the fight to end Duchenne.” Their new colors, logo, and positioning now reflect this strong vision.

This change allowed them to reframe their communications around a clear mission. As a result, PPMD increased community participation and its email list size.

Ok, We Want to (Re)brand! Now What?
First, understand that your brand—whether the first brand or a (re)brand—is a sum of many individual parts, not just a name or logo.

When it comes to (re)branding, updating your organization’s brand identity often has the most impact. Identity includes the visual elements of your brand (such as logos, colors, imagery) and your key messaging (tagline, boilerplate).

When Should We (Re)Brand ?
Good branding helps your cause break through the noise. This is important for many organizations, as the environment in which they’re operating can change over time. If your organization has changed its focus, or the environment has shifted, consider updating your brand.

When Parent Project Muscular Dystrophy kicked off its rebranding process, staff thought hard about the  the equity in the existing name. Keep in mind that brands can be fluid (although you wouldn’t want to rebrand more than every five or ten years, and that’s even a lot). Over time, your organization’s essence may not change, but elements of your brand or structure may need to.

Is it time for your nonprofit to rebrand? Big Duck’s brand flowchart will help you decide.

What Do High-Impact Nonprofit (Re)Brands Have In Common?
These are some of the factors likely to lead to (re)branding success can include:

  • A clear, focused, understood-and-acted-on throughout the organization strategic plan (a must!)
  • New leadership
  • New fundraising strategies.

BTW, if your organization is currently going through a strategic planning process, complete that process before (re)branding. You’ll have better alignment, as your organization’s vision will be clearer.

To learn more, check out Big Duck’s The Rebrand Effect

Use Audience Personas to Connect & Convert (Case Study)

Nonprofit Audience Personas

Thanks to See3 for sharing this useful case study, originally published on the See3 blog.

Learn more: Create personas to bridge the gap with your target audiences

Many nonprofits fall into the trap of believing that their audience is the general public, when the truth is that your supporters are much more nuanced than that.  By putting together a comprehensive profile of your audience, your nonprofit is better able to create personalized content that speaks to your audience and drives them to action.

An excellent way to narrow in on your organization’s audience is to develop audience personas. Audience personas are imaginary people that you create who represent your audience, based on real aggregate audience data. Each persona has demographic information that helps make them real for the viewer, including things like age, race, gender and even a name.

Additionally, since these personas are created based on information about your real constituents, you already know things about them—like what they read, where they work, what they like to learn about from your organization and what kinds of communications work best for them.

Recently, See3 partnered with Make-A-Wish Foundation of America to help the organization better understand its audiences and develop an organization-wide content strategy.

With this project came the task of establishing personas that the organization could use in telling stories that attract and retain a strong base of volunteers, donors and wish referrers. Once we brought the personas to life, they were featured in print materials—including a deck of cards, posters, and a flip book—designed to keep Make-A-Wish’s audience top of mind for its communications team. 

We spoke to Jono Smith, the Director of Brand Marketing and Digital Strategy for Make-A-Wish America, to understand why the organization decided to invest in content strategy. Though our conversation, we identified three essential considerations for every nonprofit developing its content strategy: 

Nonprofit Audience Personas

1. Push your organization to start telling new stories.

When you think of Make-A-Wish, what’s the image that comes to mind? Most likely, it’s the idea of a sick kid experiencing hope and joy in the form of a wish experience, most likely through an incredible experience like a trip to Disney World or Hawaii. 

This story framework is powerful, and it’s one Make-A-Wish has been using for the past 35 years successfully. However, Make-A-Wish experiences impact more than just wish kids; they have significant effects on the families, doctors, social workers and volunteers who are involved. But those impact stories weren’t getting back to Make-A-Wish’s supporters, and they weren’t helping the organization convert new supporters who weren’t as affected by the organization’s traditional messaging.

“We discovered a significant lack of personalization and segmentation in our brand messaging and storytelling, and personas were our response to that,” Smith said.

To help Make-A-Wish diversify its storytelling, See3 created nine audience personas to represent current and potential volunteers, donors and wish referrers. All of these supporters play a critical role in Make-A-Wish’s mission to grant wishes to children living with life-altering illnesses, and they all experience the impact of Make-A-Wish differently. By considering these personas before developing stories, Make-A-Wish is more likely to tell stories that speak to these audience’s needs, challenges and goals. 

MakeaWish-Manuel

2. Put your audience first.

“Most modern marketing organizations in the for-profit and non-profit sector today utilize some form of audience personas,” Smith remarked. “It’s a proven technique and, if you’re going to compete for donors, a strong competitive advantage.”

With so many for-profits and nonprofits investing in audience personas, Make-A-Wish knew it was time for them to do the same. Taking an audience-centric approach is nothing new to the for-profit world, but it can be hard for nonprofits to make this switch.

As do-gooders, we often think that talking about our organization’s accomplishments and the important work that we’re doing should be enough to engage our supporters. But stories that focus on the nonprofit often fail to drive constituents to action. It’s important to think about how the content you are creating provides value for the people who support your organization. Make them the hero of your story and show them how their contributions are essential to the work you’re doing. 

Nonprofit Audience Personas

3. Get your team on board.

To make sure these personas are effectively implemented across all 60 Make-A-Wish chapters and other affiliates, the organization provided training on the value of personas and how to use them in their daily work. 

“The initial response has been overwhelmingly positive,” said Smith. “This is a long time in coming, and people are excited to start implementing them and learning more about how to utilize them in their communications.”

This persona portfolio is just the kickoff of Make-A-Wish’s audience persona journey. Chapters will play a significant role in the next step by participating in a content strategy training program organized by See3. We know that their insights will provide rich insights in understanding target audiences and help to make personas even more relevant on a chapter level. We’re looking forward to partnering with many Make-A-Wish chapters to help them take their content strategies to the next level.

Learn more: Create personas to bridge the gap with your target audiences

Thanks to See3 for sharing this case study. Concrete models like this one are priceless in showing what’s possible and how to get started. 

7 Steps to Passionate Volunteer Messengers

You face an uphill battle to recruit volunteers and retain them at ever higher and more effective levels of engagement. For those of you with small or all-volunteer organizations, there’s absolutely nothing more important. And, as time and budgets get tighter, and reliance on volunteers increases, it’s harder than ever.

There’s a proven yet seldom-used method to boost success in both dimensions AND extend your organization’s reach and impact without adding budget or hires: Building your team of passionate volunteer messengers.

The value of launching your volunteer messengers is huge; a real win-win doable with limited time and expense. Take these seven steps to launch your team of passionate volunteer messengers. I’ll follow up with posts on each step, starting with the most productive pilot program I know:

1) Assess potential barriers to success

What’s likely to be in your volunteers’ way? ASK if you don’t know

  • Lack of confidence or skill
  • Don’t see it as part of their role
  • No or limited access to target audiences
  • Not interested.

2) Get success factors in place

  • Staff trust and respect for volunteers
  • Internal support for program
  • Active, visible volunteer modelers

3) Recruit your first team of messengers (Pilot)

  • ASK for help; don’t assume!
  • ID best opportunities: Specific campaign works best, with a clear goal and deadline. Ideal to select a campaign that is related to your messengers’ volunteer work.
  • Select a small team most likely to act or have the greatest influence: Evaluate volunteers’ roles, networks, talents, communications skills, personality, and passion level.
  • Get to know your messengers: What motivates them? What do their days look like?

4) Develop the right systems & tools

  • Design policies and guidelines: Best practices, do’s, don’ts for conversations and social media.
  • Develop tools and templates to increase your volunteer messengers’ ease, participation, and confidence.

5) Provide training & ongoing support

  • Provide practice-based training: Reinforce value and rewards; introduce scenarios; review messages, policies, templates, and tools; getting help. Practice and more practice.
  • Support messengers: How can you boost success via ongoing supports—coaches, FAQs, private Facebook group, training the trainers? How will messengers get immediate help?

6) Launch, thank, & reward

  • Thank your volunteer messengers with verbal appreciation and recognition.

7) Assess, analyze & revise or expand

  • Assess pilot program impact via anecdotes and messenger feedback
  • Analyze impact vs. what it takes to deliver the program and ROI of other approaches
  • Revise program as indicated and/or
  • Build out your program by adding volunteers to your messenger team or launching a team for another goal.

Keep posted for my recommendation on what to launch with and case studies that show you how it’s done!

The Biggest Mistake Nonprofits Make With Video

AnnieEscobarHeadshot-WordpressGuest blogger, Annie Escobar is co-founder of ListenIn Pictures which produces compelling video stories for nonprofits.

Creating engaging, sharable videos doesn’t seem to come naturally for most nonprofits and I think I know why.  Instead of highlighting naturally dynamic stories about people, nonprofits tend to create videos about programs.

I call this The Program Trap.

Your organization’s job is to run your programs well. That’s why you care about the details of how they are run. But your audience is hungry for meaning, belonging and purpose.  They want to be a part of something that matters.

The best use of video is not to inform and educate.  It’s to make your audience feel something and through that emotional response, create a connection to your work. As humans, we respond to stories.  Stories about people we can relate to. Stories that show what’s at stake in your work. Stories that inspire us to see ourselves as a part of your story.

It’s about the why, not the what. Showing, not telling.  Feeling, not facts.

Recently, I saw a nonprofit video that claimed to tell ‘the story of [this program].’ But in reality, it was just a list describing what their program does.

So how do you know if you are really telling a story in your video?

Stories have a beginning, middle and end.  They have a protagonist who wants something- that could be a mother wanting a better life for her kids or perhaps your founder who wanted to find a solution to an intractable problem.  They keep people curious by making them ask, “How is this person going to get what they want?” They have tension then resolution.   Not all stories you tell have to be about the people you serve, but I’ve found these to be the most effective and moving.

Whenever I ask employees of non-profits what drives them to keep doing their work, time and time again, they tell me that it’s the stories of people they’ve met through the organization.

That’s where your power to inspire lies.

In my next guest post, I’ll share what I’ve learned about how to translate programs into compelling stories for video.

Does this resonate with your organization’s struggles to represent what you do?  What have you learned about how to encourage your organization to move away from descriptions and towards stories?

Five Reasons Why Facebook Marketing Seems So Impossible

john-haydon-headshotwebGuest blogger John Haydon  advises nonprofits on new media marketing strategy. John is the author of Facebook Marketing for Dummies, a contributor to the Huffington Post and an instructor for MarketingProfs University.

It seems that most brands and nonprofits are still trying to get their head around what works on Facebook. What content works best, what time to publish updates and how to use sponsored stories are just a few of the topics discussed among nonprofit marketers.

But these issues are just symptoms of bigger challenges that we all need to better understand.

Here are five reasons why Facebook marketing is presenting new and/or unusual challenges to you and your colleagues:

1. You’re still thinking push

You’d think that social media would have changed the mass-productive push mentality that’s been so pervasive since the Industrial Revolution. But it hasn’t.

Facebook, and most social media for that matter, are still viewed as a free email list to be “targeted” and marketing to. To amp things up on Facebook, you have to flip this mindset 180 degrees and instead think about creating a space for your supporters to share what matters to them.

Start asking:

  • What’s their agenda?
  • What are they already putting out there that’s in synch with your cause?
  • How can you capture that on your Facebook Page?

2. You need to understand people

Google tells you what people are searching for in in the form of words typed into a little search box. It’s literally spelled out for you. Not so with Facebook.

What makes Facebook users share, comment and like is still very much a mystery. Look for patterns in Facebook Insights and make inferences based on those patterns for insights into the emotional drivers of your people!

3. You’re competing with their friends

Think about the last time you opened up Facebook on your laptop or mobile device. Was it to find out what your favorite brands were sharing? Exactly.

It’s the same thing with your supporters. Every time you publish an update in their Newsfeed, you’re competing with birth announcements, political rants, vacation pictures and recommended bands! You’ll never trump someone’s friends, but the more you can come across with a friend-like voice, the better you’ll do.

4. You’re competing for attention

Facebook users are constantly distracted. They might have the best intentions to view an update they were notified about by email, but as soon as they open up Facebook, they see more notifications in the menu and in their friends lists.

They see a dog dressed up as little red riding hood. They also see ads that are also competing for their attention. Capturing and recapturing people’s attention will always be a challenge on Facebook.

5. You’re dealing with mobile devices

Every other challenge mentioned here happens in a much smaller dimensions on mobile devices. Did you know that each image you post on your Facebook Page takes up the entire screen on an iPhone? There are fewer elements to distract users there’s less space to play with.

Curiosity and Creativity are the key

Most of the challenges here are not insurmountable, but sometimes they feel that way. The best way forward is to have a solid understanding of how to best use Facebook for your organization. Write this plan down, and stay curious!

Practice Makes Progress—Into Focus Nonprofit Video Guide

PracticeSee3 and friends have just released Into Focus, the first-ever benchmark guide to video in the nonprofit sector. It’s a good read based on solid research, with these key takeaways:

  1. Video is important and getting more so
  2. Nonprofit orgs want to make more video, but don’t have the skills, metrics or budget to do so.

The same can be said of social media, marketing planning and other marketing approaches that generate organizational resistance. BUT the data and models in Into Focus have crucial implications for the right-now actions you should take to:

  • Understand and articulate that content strategy (including video) is a must-do method of moving your cause forward
  • Educate and train colleagues to get it, invest in it and participate in it
  • Bring your content to life across channels and formats.

I recently asked See3 founder Michael Hoffman to share his recommendations for nonprofits that want to flee the common can’t-move-forward-due-to-no-resources-or-confidence trap. Here’s the 8-step escape route he suggests:

1) The goal (and challenge) is not just to learn how to use video effectively, but to integrate a new approach into your organization’s culture and operations.

2) The role of video in the content spectrum has changed. Shift your mindset from videos as one-offs or supporting specific projects or campaigns, to a continuous video story (composed of multiple videos.)

3) The time to do more and  better with video is now. The adoption cycle has speeded up big time. Plus video is a superstar format for mobile delivery.

4) Right now, most nonprofits simply sprinkle video into the communications mix. To be video-strong, take a more deliberate approach to building skills, metrics, comfort level and more.

5) The most reliable approach is to make video a regular practice, finding a way to integrate short, simple video into the work you’re already doing.

6) Start with a low-commitment project, focused on building skills, generating productive feedback and building organizational comfort with and understanding of the medium.

Quick-start examples include creating a video issue of your organization’s e-newsletter, thank-you videos for specific donors (post on YouTube then email the link to the donor) or interviewing a beneficiary, colleague or a volunteer on how they got to your org and why they care about your cause.

7) Post your videos on social media channels, framing them as experiments to build momentum and action around your cause in a new way. Share where you are with video, and where you hope to get to.

8) Your initial video projects will help you develop a video production habit, build confidence and create feedback and learning that will guide what’s next (and be strong fodder for your recommendations to your boss and colleagues).

Practice makes progress. Start your practice now, by reading Into Focus.

How have you helped shift your organization’s culture to embrace a new approach?

Nonprofit Websites that Work: Showcase Your Personality, Passion & Impact

So glad to welcome guest blogger Yesenia Sotelo! Yesenia founded Smart Cause Digital where she builds and grows smart websites.

A couple of months ago, I finally gave my business website the same love and attention that I bring to nonprofit clients’ sites. During this process, I learned several important lessons that will help you build a site that truly reflects your nonprofit and its goals.

Stop trying to hide

Originally, I tried to make SmartCause look more like an agency rather than just me. Why? Because I thought nonprofits wanted to work with an agency for their website.
Read more

Empathy Map Your Way to Relevant Messages

Our 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.