Three incredible industry leaders guided the discussion for our first Pro Tips Workshop by enlightening us on the effectiveness of meeting our audience where THEY are. Attendees left with newly acquired knowledge and eager minds to implement the discussed strategies. One lucky attendee even left with a major award! But, if you missed it, don’t worry, sign up for updates about our next workshop.
Andy Bookless, CEO at A2P, began our discussion with his charming British accent as he dove into the application of digital advertising to multiply your influence. His message centered around solving marketers’ single biggest challenge: “Half of the money [we] spend on advertising is wasted. The trouble is, [we] don’t know which half.” To address this obstacle, he focused on the one area that matters the most: your audience. As you strive to influence and attract your followers, he pointed out that your awareness is only as good as the analytics used to direct you to them. He went on to say that as you analyze your data, you may find that they are not who you perceived them to be. However, when you realize that your target audience is a man sitting on the toilet while drinking coffee, you know that you are getting the very detailed data that you need to succeed. By the end of his presentation, he laid out a plan for you to grow your advertising success: test your creative, think through your audience’s interpretation of the message, and when you find something that works, SCALE. IT. UP.
A voice like butter entered the (virtual) room, and it was none other than Otis Fulton, Vice President of Psychological Strategy at Turnkey. He continued the conversation by addressing how philanthropic psychology should be used to engage your audience. He emphasized that nonprofit supporters and donors want to make an impact through their involvement with your organization and advised that you must speak to their contribution’s impact to help them achieve this goal. He highlighted that when you focus on your audience’s needs, they achieve their goals, and ultimately, you achieve yours with greater numbers. His fundamental strategy for messaging: create a YOU-centric communication style when engaging your donors. What does this mean exactly? It means you must focus on the you (your supporters) not the us (your organization) when asking for donations or volunteers. This same methodology applies to when you thank your donors for their support. With this approach to communication, you not only achieve your audience’s goals and exceed yours, but you empower them to continue giving and supporting your organization for the future.
Lastly, we were graced by the presence of the self-proclaimed “midwestern/east coast accent” of Josh Meyer, Senior Director of Marketing at OneCause. He shed light on the effective and efficient use of text messaging campaigns to capture the attention of up to 90% of recipients. Pretty powerful, right? RIGHT! He explored the various types of text messaging campaigns and how to use each one. The first campaign type that he explored was event messaging. He dove into an example of how the Human Rights Campaign was able to successfully implement an SMS campaign that not only helped attendees navigate its event, but also engaged them all along the way from pre-event to post-event. He spoke about the success of adding text messaging to a multi-channel campaign and how an SMS campaign will assist in providing peer to peer notifications to motivate your audience to reach and increase their goals. Finally, he encouraged the usage of text messaging for awareness and advocacy campaigns as a great way to increase involvement and engage your target audience. Through each of these campaign types, Josh encouraged us to all dive deeper, add text messaging into our campaigns, and ultimately meet our audience on their most preferred platform – their screen.
The workshop concluded with an informative Q&A, because of which, Josh may now be in trouble with his mom. We are so grateful for our three wonderful speakers and are looking forward to the next workshop of the year.
If you or anyone you know would be interested in participating as a speaker in our upcoming workshop, please contact [email protected].