Persuasive communications have always been important. Today they are the new communications black because we live in an era of challenging and challenged messages for which we can lay the blame squarely at the feet of politics.
Over the past two decades citizens around the world have developed a heightened level of wariness about what they see, hear and read about the events around them. Politicians with their insufficent explanations or plain mistruths have taken the lead in devaluing the public discourse.
Which makes it that so much harder for the good guys: the not For profits who need to pass essential information to their communities. Alas these days there are no free passes for any organisation when it comes to communications. Every ear, every eyeball and every heart string has to be earned.
Every ear, every eyeball and every heart string has to be earned
Not for profits are therefore forced to adopt the strategies and tactics of the big end of town when it comes to building and delivering persuasive messages. And this includes wrapping persuasion packaging around a core set of key messages such as:
- Testimony from happy clients who benefit from a not for profit's services.
- Stories of front-line staff making a difference.
- Endorsements by relevant celebrities, local leaders, academics and other public figures.
- Comparisons with the successes or failures of like minded groups.
- Contrasting an organisation's services with a situation where they were or are not available.
- Presenting data and detail showing how a not for profit makes a difference.
- Independent research showing why an issue is important and how it is trending.
- Using all communications channels to cater for all the different ways people consume information.
- And of course using simple, plain language to inform a community bloated on a massive communications overload.