- Thu, October 14 2010
- Filed under: Marketing essentials
In our sector, we too often assume information will change opinions or effect change. Bad assumption. Facts and figures don’t generally lead to greater understanding, attachment to a cause, or investment of time and money.
I’m often asked by nonprofit marketing folks for an example of how to do our job better. Here’s one: yourtaxreceipt.org. Type in how much you paid in taxes and it shows where your dollars were spent. This interactive tool doesn’t TELL you where most tax dollars go—it SHOWS your where YOUR tax dollars go. That’s an important difference. If you’re trying to influence public opinion about deficit reduction (for example), it’s one thing to talk about how meaningless it is to chip away at earmarks to balance the budget—it’s another thing to show that social security, medicare/medicaid and defense consume nearly all of each person’s tax dollars. Suddenly it’s all clearer because it’s about our money. People instantly get it: Without cutting one of those categories - or raising taxes - you don’t make a dent in the deficit.
Check it out here.