What the Message?!

By - Ramon Garcia


     Have you thought about what message you send out to the people you want to support you? How many times have you really stopped to consider what is the message you are sending each time you post something on your Facebook page, or the news paper? Believe it or not, many of us send out messages to our potential supporters constantly, and most of the time our message may be far from what we really want to say.
     Consider this. An organization that provides emergency services for Domestic Violence victims, sends out a mass email with the intention of creating a fundraiser for the benefit to victims of violent crimes. The message reads: "Our Organization Needs Your Help Today." What would you do if that email reached your inbox? I personally would delete it without opening it. Sometimes our messages alienate our audiences. This message is focused on the organization and not the recipient. In other words, this organization is self-centered.
     Sending out messages that are self-centered or narcissistic will drive your audience away in record time.  In the example given, the only portion that speaks to the audience is "Your Help" and further more with pressure to act "Today."  This message does not appeal to any emotions, feelings or desires that the audience may have. We wish that people would help because it's the right thing to do, but realistically people want to help because it will make them feel good.
     As you construct your message make sure you consider what your audience will be feeling and is more focused on them.  In this case I would suggest to change the message to something like this: "Your contribution will change someone's life." Followed with an ample explanation of how you will facilitate that process.  Your messages to your audience will build loyalty to your cause, don't make them all about your organization. Give your audience the good feeling about improving the quality of life of your communities.












Resources: E-marketing 7th Edition. Getting Attention Blog www.gettingattention.org