How to message on the environment
Posted by katya on Tue, April 22, 2008In 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.
(2) 
Syndicate
