Advocacy Campaign Messaging

A homeless shelter sends out two fundraising letters. Letter A says: "Your $100 donation provides emergency shelter and meals for someone experiencing homelessness. We serve over 500 people each month who desperately need a warm bed and hot food tonight. The crisis is growing. Please help…" Letter B says: "Your $100 donation helps people like James rebuild their lives. James used our job training program to earn his commercial driver’s license. Within 6 months, he went from sleeping in his car to driving for a local trucking company. Today, he has his own apartment and sends us a holiday card every year…" Which letter gave you more of a gut-level urge to give? Which letter do you think raised more money? If you said Letter B, you’re not alone. And you’d be right. But what’s most surprising is just how much more effective this shift in messaging was: 💰 3x more donors pulled out their wallets. 💰 The average gift jumped from $75 to $134. 💰 Total donations skyrocketed by 400% (!) This insight comes from groundbreaking research from Jonathan Hasford and his team, who call this the “autonomous aid effect.” They discovered that focusing on independence and long-term transformation—not just immediate needs—compels more people to give and give generously. Because when donors give, they want their money to create lasting change—not just put a band-aid on the problem. They’re moved by transformation, not just urgency. So, how can you apply this to your nonprofit’s messaging today? 🚫 Instead of: "Your donation feeds hungry families" ✅ Try: "Your donation helps families grow their own food through our community garden program." 🚫 Instead of: "Help us provide school supplies to children in need" ✅ Try: "Help students like Maria get the tools she needs to become the first in her family to graduate." 🚫 Instead of: "Support our job training program" ✅ Try: "Help determined people learn the skills they need to never need our help again." One homeless shelter in the study recreated their website, emails, and social media around this principle. Their donations have climbed year after year. Now, ask yourself: ❓ Does your website inspire donors to create lasting change—or just solve an immediate crisis? ❓Do your latest fundraising appeal emphasize immediate needs or independence? Crisis or transformation? Dependence or empowerment? This one messaging tweak can transform how donors see your organization—and how much they give. If you’re not 100% sure your messaging is doing this, it may be time to rethink it. P.S. If you want help revamping your messaging to inspire lasting change—and bigger donations—let’s talk. ___ 📌 This is the last of a series of 5 posts for nonprofits and nonprofit marketers about fundraising messaging hacks to kickoff the new year. Comment ME if you'd like me to send you the links to all five posts!

With trust at an all-time low and cynicism more rampant than ever, how do we deal with audiences who don't want to hear our messages and who may label our efforts to share information as inauthentic? My team just had an incredible offsite and here's a few things we did: 1. Reassess Your Audience’s Needs and Perspectives If the message isn’t landing, it might not align with what the audience cares about. Shift focus to what they need to hear, not just what you want to say. Use data, surveys, or feedback to better understand their priorities, values, and pain points. Pro Tip: Use audience segmentation to craft tailored messages for different groups rather than a one-size-fits-all approach. 2. Simplify and Clarify the Message In a noisy world, complex or jargon-filled messages get lost. Distill your message into clear, concise, and repeatable points. Anchor it around a powerful narrative or a strong, emotional hook to cut through the clutter. Pro Tip: Use a memorable soundbite or visual metaphor to grab attention. Think: “This isn’t just a challenge; it’s a turning point for all of us.” 3. Engage Through Multiple Channels and Formats People consume information differently. If they’re not listening in one space, try others. Combine traditional outlets (like press releases or speeches) with social media, videos, infographics, or even direct Q&A forums to reach your audience where they already are. Pro Tip: Consider influencer partnerships, employee advocacy, or audience participation to amplify the message authentically. 4. Demonstrate Action, Not Just Words In today’s world, skepticism is high, and audiences expect tangible actions over promises. Pair your communication with visible steps to back it up, showing commitment and accountability. Pro Tip: If addressing a contentious issue, say, “Here’s what we’re doing today to address this concern,” rather than only laying out a vision for the future.

📣 #Data Is #Powerful — But Only If You Use It #Strategically. On Monday, I’m speaking at the Council of Independent Colleges State Councils on a topic I am passionate about: how to use data not just to report—but to make a difference... My session, “Data-Driven Advocacy for Independent Colleges,” is about putting data to work in ways that influence decisions, shift narratives, and support the mission-driven work of our institutions. Because here’s what I’ve learned working with legislators, policymakers, and campus leaders across multiple states: 👉 Data alone doesn’t change minds. But data, framed with purpose, can. ❓ So.....What do I suggest? 1️⃣ Start with Why We often lead with the “what”: enrollment, graduation, cost. But people—especially decision-makers—respond to why. Why does this number matter? Who does it impact? What’s at stake? A well-framed “why” makes your data relevant, relatable, and harder to ignore. 2️⃣ Know Your Audience The same stat can land differently depending on who’s in the room: Legislator? → “These grads are filling jobs in your district.” Budget committee? → “We deliver outcomes with fewer state dollars.” Policy staff? → “This supports your equity and attainment goals.” Tailoring your message to what your audience values is what makes it stick. 3️⃣ Let Go of Perfection Not every number needs to be perfect. If precision won’t change the decision, don’t over-invest in getting it to the decimal. Use that energy to sharpen your story and your framing. A Practical Approach ✔️What I encouraged folks to do: ✔️Identify your audience ✔️Choose 2–3 meaningful data points ✔️Frame the “why it matters” ✔️Keep it visual, short, and aligned to mission That’s how we make data work—not just for reporting, but for results. If you're working on data advocacy or messaging strategy, let’s connect. I’m always happy to swap ideas or share tools. #HigherEd #DataAdvocacy #IndependentColleges #InstitutionalResearch #PolicyImpact #CIC #IPEDS #NCES #StorytellingWithData

Elevate Your Arts Advocacy with These Key Strategies Avoid feel-good fluff jargon - instead, focus on qualitative results. Concrete Impacts: Shift the conversation about art from abstract to concrete. Art drives innovation, critical thinking, and problem-solving across industries. Give an example! Beyond the Surface: Art teaches us to look deeper, fostering creativity that leads to groundbreaking solutions. How? Catalyst for Innovation: The creative process in art ignites divergent thinking, which is essential for tech advancements and strategic planning. Tell a story. Art in STEM and Design: Art's principles elevate product design and STEM, enhancing usability aesthetics and introducing innovative visualization methods for better decision-making and market success. Educational Power: Integrating art in education boosts engagement and cultivates a creative, competent future workforce.🌟 Investing in the arts is investing in a future marked by innovation, adaptability, and emotional intelligence. Art is crucial for societal progress and industry success. 👉 How are you championing arts advocacy? Share your story!#ArtsAdvocacy #Innovation #CreativeSolutions #FutureOfWork #STEMandArt #DesignThinking"

Most messages follow a predictable path: problem → your solution → call to action. They aren't very effective. ↓ Raising the alarm about pressing problems your organisation wants to solve is understandable. But leading off with it in your messaging doesn't make it more compelling. People have had enough of their problems. And they don't need more. Leading your narrative with 𝘀𝗵𝗮𝗿𝗲𝗱 𝘃𝗮𝗹𝘂𝗲𝘀 proves to be much more powerful. With shared values, you appeal to people's better selves. You create a "bigger us" across different groups. You attract much more people. Consider these examples: - Campaigning for marriage equality? Instead of a 'rights-based' approach, focus on love and friendship, as seen in the 2015 Irish referendum. - Talking about migration? Shift from data and challenges to highlighting people who move for a better life for themselves and their families (as they have always done). It will help depoliticise (and humanise!) the issue. ————————————— 👋 I'm Katarzyna. 💬 I chat about #SocialMedia & #Community. 🔔 Click the bell on my profile to see more posts like this.

Are We Our Own Worst Enemy in Transport Communications? Ever wonder why brilliant transport policies get shot down before they even have a chance? I've spent years watching this pattern repeat, and the penny finally dropped: Transport professionals like myself are part of the problem. We are passionate about creating better cities. Yet somehow, we keep failing to bring the public along with us. Our expertise becomes our downfall when we can't translate it for the people whose support we desperately need. I've identified five critical communication failures that are sabotaging our work: First, we've created our own secret language. Terms like "modal shift," "active travel," and "induced demand" might roll off our tongues, but they leave most people scratching their heads. Second, our messaging often alienates centre-right voters with language that sounds ideological rather than practical. For example, we talk about "equity" and "car dependency" and wonder why we face resistance from half the population. Third, there's the condescension problem. The subtle (or not-so-subtle) message that "if you only understood what we know, you'd agree with us" turns potential allies into determined opponents. Fourth, we've failed to diversify our messengers. When the same, usually centre-left advocacy types deliver every message, we shouldn't be surprised when certain demographics automatically tune out. Fifth, we're largely preaching to the converted. Our messaging is overly focused on people who are already supporters of what we preach while missing the audiences we actually need to persuade. The cost? This is a significant barrier to improving transport policy; outcomes are getting worse, and the sustainable, efficient transportation systems our communities deserve remain blueprints rather than realities. I believe we can do better. In fact, I believe we must do better if we want better transport solutions and better places for our communities. I've written a comprehensive blog exploring each of these communication pitfalls in depth, along with actionable strategies to overcome them. The post goes live tomorrow. This isn't about compromising values or watering down expertise. It's about becoming more effective advocates for the changes we know will benefit everyone. When was the last time you successfully changed someone's mind about a transport policy? And what communication approach worked for you? Subscribe to my newsletter for the full blog tomorrow and join hundreds of transport leaders committed to delivering better outcomes. Let's build (cycling and rail) bridges instead of roadblocks: https://lnkd.in/gxYbgVrv #TransportCommunication #PublicEngagement #UrbanPlanning #TransportPolicy