Made to Stick Workshop in Hartford Helps Connecticut NonProfits
Along with many other nonprofit leaders, I attended a workshop on Tuesday, November 13 at the Hartford Club. The presentor was Chip Heath, author of the book Made to Stick.
We learned how to create and craft messages that will stick with our audiences. In the information overload age, where many business are now considering email free Fridays, it is more important to communicate messages that will stay with the people you are trying to reach.
Chip especially made some key points about keeping your message simple, unexpected, concrete, credible, emotional, and full of stories. President Kennedy’s challenge to place a man on the moon and return him safely before the end of the decade was a great example of a message that inspired a generation.
Chip remarked that Aesop’s Fables did not have a target market! The Hare and the Tortoise and many other stories have endured over many audiences and for many generations He suggested that your nonprofit can create an effective message that sticks by coming up with an anchor message that people are familiar with and by creating a link that is unexpected and memorable.
At the workshop, one Connecticut nonprofit was trying to explain a savings plan that would encourage individuals to save their own money by having the nonprofit match their savings dollar for dollar. How to best communicate this concept? One team came up with the theme ”the Piggy Bank that feeds itself!”. The anchor message was the piggy bank (a concept that everyone can picture), and the bridge was the unexpected comment that it feeds itself. This theme makes you want to learn more.
This past March, I had the opportunity to hear Chip Heath speak at the Association of Fundraising Professionals Conference in Dallas, Texas. His workshop was so well attended that I had to enter the room by another secure door and sat on the floor for an hour and an half! Chip remarked to me yesterday that he felt like a rock start during that presentation! I felt so lucky to learn so much in such a short time.
I encourage you to take a look at the book Made to Stick. This book can help your nonprofit or your business grow in amazing ways as you learn how to effectively communicate with your customers.
For more info, visit www.madetostick.com Or visit your local bookstore and look in the business section for the book with the piece of duct tape on the orange cover! You’ll be glad you did.
