JCamp 180 2018 Nov 5, 2018 Relevance Does your camp CONNECT Rules! (quickly & strongly) with the PEOPLE you want to Craft Powerful Messages enroll, donate, apply? that Move People to Act NOW Presented by Nancy Schwartz About me Are your • Founder of GettingAttention.org marketing • 23 years nonprofit communications decisions… problem solver & coach • Gardener & sprint triathlete • Centralized (e.g. URJ camps) • Mom—15 y.o. Charlotte (Harlam, Round Lake) • Decentralized • Camp Louise alumna (8 fabulous summers) • Fully independent? How much do you FOCUS on Tod oday’s A Agenda a creating effective messages? • Connect to convince • Lots • Escape message mess • Before you write a word • Some • Camp message challenges • A little • Get to know your people • Frame your message Nancy Schwartz Nancy@GettingAttention.org GettingAttention.org 1
JCamp 180 2018 Nov 5, 2018 * Connect to Does your camp CONNECT (quickly & strongly) with Convince the PEOPLE you want to The key to enroll, donate, apply? engagement & action Hard to Find The Human Condition: Seeking Connection 2-Part Path to Camp Goals 1. Build strong, lasting relationships with target audiences (retention) 2. Motivate them to take actions you need to advance your camp’s goals (enroll, donate, apply, refer) Nancy Schwartz Nancy@GettingAttention.org GettingAttention.org 2
JCamp 180 2018 Nov 5, 2018 Messages Matter Messages Matter What messages AHA! work well for your camp? * Escape the Enroll now. Message Mess The huge problem we don’t know we have Nancy Schwartz Nancy@GettingAttention.org GettingAttention.org 3
JCamp 180 2018 Nov 5, 2018 We need you to Don’t miss tell your mom friends reunion weekend. about camp. Just 24% of Nonprofit Messages Connect Connect to Spur Action! 24% 76% Disconnect: NO action & alienating Results from 12/16 survey 76% = “Who Cares?” Messages • About your camp • Inconsistent • Outdated “Exciting News! • Out of left field We have a new website/ logo/winter office.” Nancy Schwartz Nancy@GettingAttention.org GettingAttention.org 4
JCamp 180 2018 Nov 5, 2018 Relevant or Who Cares? Know Your Landscape * Before You • Why: Goals Write a Word • What: Call to action • Who: Target audience Pull out your Message Worksheet Flickr: massdestruction Nancy Schwartz Nancy@GettingAttention.org GettingAttention.org 5
JCamp 180 2018 Nov 5, 2018 Goals What is your I want our people to… _____________ TOP marketing or fundraising goal? Write it down #1 Call What action to Action do you want What do you want your people to take? people to DO? Write it down #2 2a. Target Audiences Why should people People whose Help You Need & Likely to Act take this action? Write it down #3 Nancy Schwartz Nancy@GettingAttention.org GettingAttention.org 6
JCamp 180 2018 Nov 5, 2018 What segment is your What’s yours? primary focus for • Goal • Call to action this campaign? • Reason to take this action • Primary target segment Write it down #4 Getting * Messaging Segment-Specific Challenges More relevant! Parents Nancy Schwartz Nancy@GettingAttention.org GettingAttention.org 7
JCamp 180 2018 Nov 5, 2018 Articulating Value of Traditional Camps Building Confidence in Newer Camps Nancy Schwartz Nancy@GettingAttention.org GettingAttention.org 8
JCamp 180 2018 Nov 5, 2018 Stayin g Close Year- Round Relevance Rules! Messages ü Meaningful to targets ü Get attention ü Forge a connection ü Nurture engagement ü Spur actions you need ü Build your community Flickr: massdestruction Nancy Schwartz Nancy@GettingAttention.org GettingAttention.org 9
JCamp 180 2018 Nov 5, 2018 2a. Target Audiences People whose Help You Need & Likely to Act * Get to Know Your People What do your people ü Wants want most? ü Values ü Habits Write it down #5 ü Preferences What You Already Know Ask and Listen Flickr: kenfagerdotcom Flickr: Search Engine People Blog Nancy Schwartz Nancy@GettingAttention.org GettingAttention.org 10
JCamp 180 2018 Nov 5, 2018 Personas: Meet Segment David & Jenny Them ü Wants • Parents of Charlotte (10) & ü Values Lily (7) • Co-own landscaping biz ü Habits • Value tradition, eager to reinforce Jewish values ü Preferences • Frequently rely on online ratings Personas: Meet Sarah * Put It All • Divorced Mom of Hannah (8) Together • Primary custody • Demanding job Framing your messages • Values reputation, predictability • Personal referrals most meaningful Frame Your Message Take Main Ingredients • Why: Goals • What: Call to action • Who • What they care about Flickr: massdestruction Nancy Schwartz Nancy@GettingAttention.org GettingAttention.org 11
JCamp 180 2018 Nov 5, 2018 What does Sarah care about? Frame Your Message NO! • Divorced Mom of Hannah (8) • Primary custody I don’t care that • Demanding job I’m s upposed • Values reputation, predictability to do it. • Personal referrals most meaningful Formula for Effective Messages Benefit Exchange What’s in it for • Benefit Exchange your people? • Barriers to Action WIIFM flickr.com/photos/horiavarlan/4273968004 Benefits : Recruit Parents as Volunteers What benefits do • Spend time with your people get your people • Increase chance our troop survives from acting? • Recognition for helping out • Satisfaction in Write it down #6 doing a good thing Flickr: plesbit Nancy Schwartz Nancy@GettingAttention.org GettingAttention.org 12
JCamp 180 2018 Nov 5, 2018 Barriers to Connection & Action Flickr: Beige Alert What barriers stand in their way? Write it down #7 What’s your Frame your message? message to benefits or barriers. Before (#3) & After Write it down #8 Nancy Schwartz Nancy@GettingAttention.org GettingAttention.org 13
JCamp 180 2018 Nov 5, 2018 Relevance Rules! Messages Connect – Convince - Convert Please stay in touch! Q & A Getting Attention.org What if you have two different types of actions you'd like your audience to take? We want donations and volunteers. How do you form your messaging to motivate both of those Nancy Schwartz actions out of a target audience? nancy@gettingattention.org – Kelsie Gerber, Marketing and Communications Relations Manager Central American Medical Outreach, Inc. Please stay in touch! Getting Attention.org Nancy Schwartz nancy@gettingattention.org Nancy Schwartz Nancy@GettingAttention.org GettingAttention.org 14
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