Field Tip The Secret to Being Heard

Do we focus too much of our energies on how we communicate with our audience—the technology—and not enough on what we communicate?

It’s a common nonprofit complaint, “When we’re dealing with such important issues… why aren’t more people listening?”

This Fieldstone Alliance “Field Tip” gives you a few ideas and resources for creating communications that prompt stakeholders to fund you, vote your way, participate in your program, buy your service, volunteer for your organization, quote you, adopt a best practice, or take other specific actions.

Speak to people’s desires, not needs
According to communications expert Rebecca Leet (see Featured Author), “If you want people to listen, talk to them about something they care about, not what you want them to care about.” With most people, want (or desire) is a stronger motivator than need.

Practical (i.e. inexpensive) market research ideas
Creativity may be more important than money when it comes to getting information about your target audiences:

• At conferences, do informal focus groups at your lunch table or before a session starts. Or, interview individuals in the hall.
• Monitor member listservs. To find what’s available, go to: http://groups.yahoo.com/ and search by the topic area.
• Monitor leading blogs on an issue to keep abreast of attitudes out there.
• Ask clients to answer a few questions on a postage-paid postcard. Include the card with your invoices or other mailings.
• Periodically debrief staff—especially receptionists and others on the front lines of member, client, and customer contact. They can reveal important information or impressions.

Featured Author: Rebecca Leet
Fieldstone Alliance books are written by experts with in-the-trenches experience, like Rebecca Leet, author of Message Matters: Succeeding at the Crossroads of Mission and Market.

Rebecca is principal of Rebecca Leet & Associates, which helps organizations think before they speak and speak so that others listen. Prior to starting her firm in 1985, she was a congressional reporter for the Washington Star, director of news information for ABC News/Washington, press secretary to former U.S. Senator Lowell Weicker, and vice president of communications for the Wilderness Society.

Rebecca is available for consulting, writing, and speaking. She can be reached online at www.LeetAssociates.com.