This week we are featuring another “guest post” brought to you from the good people at See3 Media.
Who is See3? According to their site, They are “a digital agency 100% committed to empowering courageous do-gooders to achieve their mission as effectively and efficiently as possible in our rapidly evolving communications landscape.”
In my experience, they are, quite simply, the real deal. They get the social impact sector, understand human nature and are beyond adept at helping organizations tell their story in ways that inspire and motivate donors. So I hope you enjoy Miriam’s post, and that (regardless of if you have 10K or 500 folks on your email list) her advice resonates with you as it did me.
David Gee, Associate Vice President, HUB Philanthropic Solutions
A hack to humanize your comms
by: Miriam Brosseau
Look, I totally get it. You’ve got, what, 10,000 emails on your mailing list? A few thousand Facebook fans or Twitter followers? And it’s such a mix – volunteers, donors, folks who signed up at an event, board members, staff… You have to talk to all of them, right? It’s a “broad audience.” So broader language is the way to go.
As someone who’s worked in the nonprofit world (as almost everyone at See3 has), I understand the impetus and empathize with the reasoning.
And it’s totally counter-intuitive, but that reasoning is…flawed.
Think of it this way. Have you ever had any public speaking training? When you’re presenting in front of a large auditorium, what advice would a public speaking coach give you?
Pick 3 people in the crowd. Talk to them. Move from one, to the other, to the other, and back again.
That’s how everyone feels engaged. Not by constantly scanning the entire crowd. Because by trying to reach everyone, you reach no one.
So next time you have an email to write, make “digital eye contact.” Pick one real person from your list and put their name and a little bit about them at the top of your content calendar. Picture them. Use your imagination and make eye contact. Read – out loud – the thing you’re writing.
Then ask yourself: are they listening?
Because if they are, you’ve captured the whole auditorium.
Yours in do-goodery,
Miriam and the See3 team