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“Sticky Ideas”
HOW TO MAKE MESSAGES TO DONORS:
POWERFUL?
MEMORABLE?
Words:
CONNECT?
CONFUSE?
Change
Yes we Can
6 key attributes of a successful message
S - SIMPLICITY
U – UNEXPECTED
C - CONCRETE
C – CREDIBLE
E – EMOTIONAL
S – STORY TELLING
S– SIMPLICITY (AGAIN)
SIMPLICITYHow do we create ideas that are simple yet profound?
“Comprehensive community building naturally lends itself to a return-on-investment rationale that can be modeled, drawing on existing practice. A factor constraining the flow of resources to CCIs is that funders must often resort to targeting or categorical requirements in grant making to ensure accountability.”
UNEXPECTEDHow do we get our audience to pay attention – and stay interested to give you time to get your message across?
Use surprise
Generate Interest
Make them curious
CONCRETEHow do we make our ideas clear?
AI DSE UNA TOF BIWH OCIA
AIDS EU NATO FBI WHO CIA
CREDIBLEHow do we make people believe our ideas?
EMOTIONALHow do we get people to care about our ideas?
Make people FEEL things
STORIESHow do we get people to act on our ideas?
6 Word Story
For Sale
Baby Shoes
Never Worn
Teenage Mothers
Passing exams
Changing Lives
Present Future
Positive
Negative
TIME
STATE
OPPORTUNITY VISION
CRISIS RISK
WHERE DOES YOUR STORY SIT?
½ price ARVs for next 2 years
55m AIDS Orphans by 2015
Child dies every 2 seconds
Malaria net distribution – reduce no. of cases by x%
STORIESMake sure you portray your cause not your organisation
SIMPLICITYAgain!
6 key attributes of a successful message
S - SIMPLICITY
U – UNEXPECTED
C - CONCRETE
C – CREDIBLE
E – EMOTIONAL
S – STORY TELLING
S– SIMPLICITY (AGAIN)
Thank You
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