Presentation on theme: "What vs. Why. Messaging I need to communicate a brand that goes beyond just feeding people (meal for $1.92). It speaks about transformation and being."— Presentation transcript:
Messaging I need to communicate a brand that goes beyond just feeding people (meal for $1.92). It speaks about transformation and being a part of something that is bigger than yourself. The donor is part of the solution of moving that person from crisis to sanity and solution.
Donor Sensitivity a.Lapse donor program that acknowledges the donors long history with the mission b.If they give, we don’t continue to mail lapse donor packages
Donor File a.a.I want to know what segment is getting what packages b.b.I want no surprises – I don’t want to learn second hand about “roomates” with each getting an appeal c.c.Timing – I want to be assured that drop dates are being met and honored by your vendors.
Ease of Partnership a.You will partner with us to create brand awareness b.Time requirement – I no longer want to invest 80% of my time in direct response marketing. I want to barely know you exist.
Ted Talk I think the current shortcoming of traditional rescue mission direct response marketing is that it operates from the “what” instead of the “why”
Why, How and What always start with “why” http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_acti on.html
History of Homelessness History of Homelessness (Since 1980) a.Many released from state homes b.Homeless people flooded our streets c.Reagan and Mitch Snyder – CCNV in DC d.Rescue Missions and direct mail in mid 1980’s e.2005 HUD’s 10 year plan to end homelessness f.2014 Roll out of HUD’s Coordinated Services
Generational Shift in Charitable Giving a.The Greatest Generation - Ease human suffering b.Boomers, Gen X, Millennial - End poverty
Shift in Advertising Era of Logic a.Scarcity of information- products based on attributes in the1950’s-60’s b.Whites whiter – fed more families, it vacuums hard to reach places
Shift in Advertising Era of Emotion a.Make buyer feel something 1970’s-80’s b.Car was freedom, jeans made you rebellious (ex. Jordache jeans)
Shift in Advertising Era of Significance a.Why am I here? b.Why does our “brand” exist? c.Amazon enables freedom of choice; Red Bull energizes the world.
What to Why on a Blind Date I am extremely rich I have a big house and drive a beautiful car I know lots of famous people I’m on TV all the time, which is good because I’m pretty good looking I’ve actually done pretty well for mysel Q – can we go on a second date?
Why to What on a Blind Date I get to wake up every morning and do what I love I get to inspire people to do what inspires them The best part is figuring all the different ways to do it Amazingly, I’ve made a lot of money from it. I bought a big house and have a nice car I get to meet lots of famous people I’m on TV all the time, which is fun because I’m good looking. I’m very lucky. Q – can we go on a second date?
Why do we that? Why do we that? Because it works (or was that “worked”)
Widely regarded as the “Father of Modern Management,” Peter Drucker, in his book, Managing the Nonprofit Organization, wrote “a business has discharged its task when a customer buys a product, pays for it, and is satisfied with it. Government has discharged its functions when its policies are effective. The “nonprofit” institution neither supplies goods or services nor controls. Its “product” is neither a pair of shoes nor an effective regulation. Its product is a changed human being.”
Donor Centric Model a.Donor’s needs to impact the world b.Resident’s needs to have their life changed c.Rescue Mission plays “e-harmony”
Who did they come for at MLK’s 1963 “I have a dream” speech? Themselves They bought into the vision that discrimination was wrong and they wanted to part of the solution.
a.Return them as contributing members of society b.I want to break the generational cycle of destructive behavior and impact future generations to come. (Exodus 20:6)
What to Why We feed and shelter homeless people WHAT We provide life changing programs and share the Gospel HOW We transform livesWHY Wanna donate?
Why to What Everything we do, is driven by a passion to end and prevent homelessness by addressing one of its root causes – substance abuse WHY The way we do that is providing professional clinical substance abuse services & share the Gospel HOW We feed and shelter a lot of people WHAT Wanna donate?
Biology of the brain Outer cortex answers the “WHAT” Interior limbic section responds to the “WHY” This is why a major donor can’t put into words why they sacrificially give to your Mission …or you are in love with someone
Theology of the brain If our outer cortex answers the “WHAT” we believe & our limbic section responds to the “WHY” we believe it… WHY in Ephesians 3:18-19 is more important than WHAT “That you may have the power to comprehend with all the saints what is the bredth, and length and height and depth and to know this love that surpasses knowledge, that you may be filled to all the fullness of the measure of God.
PR & Direct Mail Direct mail gives them a chance to respond to the “WHAT” – 40 meals, 20 nights of shelter PR, media interviews, public speaking, church preaching, Sunday school classes, mission fairs, donor meetings, gives us the chance to tell the “WHY” Illus: CRM dorm renovations, Holiday meals
Law of Diffusion Move past the “tipping point” - beyond 10% of people that would give anyway See Rescue Missions involved in the WHY portion of ending homelessness –speaks to the Limbic portion of the brain Goal – they become committed to something that is bigger than themselves (not you but ending homelessness through the Rescue Mission)
HUD & Housing 1 st = WHAT Rescue Missions & Transformation = WHY
Who is this not about? a.Us - Rescue Mission (we are a dating service)
What is this not about? a.Easing human suffering
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