How to message on the environment
In honor of Earth Day, here is exceptionally good messaging. Thanks to Mark Rovner for sending this to me.
What’s refreshingly good about this spot?
1. It makes me believe I can make a difference. Because EDF has made a difference before.
2. It makes me feel good. It’s a thank you, not an appeal, which is a refreshing Earth Day message.
3. It makes me want to support EDF because it’s about hope, optimism and action.
What can you learn from it?
1. Make people believe they can change something THROUGH YOU. Show what you can and have done.
2. Make people feel appreciated. Thank them for changing something. Thank them for even thinking about changing something.
3. Make people feel inspired. Show them there is hope.
And here’s what NOT to do. Today, in Network for Good’s Nonprofit 911 call, Kirt Manecke shared this horror story. He supported an organization, and in the mail he received:
1. A letter FIVE WEEKS LATER.
2. The letter didn’t even have his name or donation amount on it.
3. The letter was a photocopy of a photocopy. It was even crooked on the page.
That doesn’t make a donor feel that they are making a difference. It doesn’t make a donor feel appreciated. And it sure isn’t inspirational.
Syndicate
As always, Katya, thanks for all the great posts.
I shared your “how to message on the environment” blog post with colleagues and received interesting and varied responses. Here’s a sample:
“I actually disagree. First of all, the embedded spot did not work and screwed up. Second, the writer might like this kind of thing but it simply does not work as well as more urgent messages. Sort of like junk mail, what works is not the same as what people like.”
I’d love to know what you and perhaps other posters make of this reaction. Messaging seems so subjective!