When planning out a nonprofit marketing campaign, it is important to ensure that the messaging used in outbound communications is effective and appropriate for the target audience.
This is especially important for charity organisations, as they do not often have access to the resources that their counterparts in the commercial sector often take for granted.
According to Nancy Schwartz - a keynote speaker at the 2012 Connecting Up Conference - one of the largest factors leading to information uptake and is finding the right mix of messaging that engages audience values.
Ms Schwartz asserts that intelligent framing is the way forward for nonprofits looking to introduce a change in the audience behaviour – and that a tight focus on marketing messaging is the way to do this.
"The right messenger, the right mood, the right time and the right channels … will bring out the right change," said Ms Schwartz.
Getting into the head of the audience is not always easy, she explained, but the time taken to craft the message to deliver a specific response is quite often far more efficient in the long run as it delivers a measurable result than a piecemeal approach that takes less in terms of resources.
