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    WEBINAR: What Makes Your Audience Tick?

    Effective communication begins with understanding your audience. But the term “audience” can be misleading when it suggests a monolithic group of people who see things the same way — that’s rarely the case. Most audiences are comprised of people with diverse attitudes, interests, and motivations.

    Communication can’t be one-size-fits-all.

    Motivational Profiles can help you create strategies and content tailored to appeal to people according to their hopes and values, personality types, communication styles, and other attributes.

    In this webinar, the team at Hattaway Communications will share three examples of audience profiles used by foundations and nonprofits to understand and engage different audiences in meaningful ways:

    • Millennial Profiles, designed to motivate young people with different motivations and personality types to take action to promote gender equality
    • Decisionmaker Profiles, segmenting an audience based on different mindsets about taking action to advance diversity in philanthropy
    • Grantee and Influencer Profiles, used by a foundation to design programs and communications strategies based on an in-depth understanding of grantees’ theories of change

    DATE: Wednesday, March 11, 2015
    TIME: 2-3 PM EDT
    REGISTER HERE

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    WEBINAR: Lessons from The Atlantic: Bridging the Curiosity Gap (Replay)

    The Atlantic has been a long-admired and influential magazine, but with the advent of the internet and the arrival of social media, it has had to adapt. In doing so, it has thrived, and its website has become one of the most-visited sites on the web.

    Lessons from The Atlantic: Closing the Curiosity Gap is a webinar that explores the data-based lessons learned by The Atlantic’s team, and their application to nonprofit communications professionals.

    The Atlantic learned that much of its online traffic was coming through the “side door.” that is, prompted by email or social media. In order to maximize a reader’s interest and prompt them to click on a link in an email or a tweet, they have mastered the art of “bridging the curiosity gap,” or turning interest into clicks — a skill everyone can use.

    This webinar will teach you how The Atlantic and its sister brands craft headlines that attract reader attention, without falling into the pitfalls of disappointing “click-bait.”

    With today’s content traveling so prominently on social media and email, a robust headline strategy is critical to building curiosity and cultivating reader interest, whether you’re a magazine publisher or a social sector leader.

    Duration: 55 minutes

    Watch


    Presentation Slides

    Download the slides from this presentation here.


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    Don’t Let Your Work be a Tree in the Forest

    KEY TAKEAWAYS

    • Think about the people your organization is targeting or trying to serve when building a communications strategy. Incorporating their thoughts and voices into your plan from the beginning can make all the difference.

    Read More

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    “More is not always better.” Global Voices on Targeting and Tracking an Audience

    KEY TAKEAWAYS

    • Amplify your reach by using social media to engage with influentials on the subjects you work on.
    • Online relationships with communities can be strengthened through convenings. Take advantage of opportunities to host meetups, events, and conferences to reinforce virtual ties.
    • When using metrics to track impact, more is not always better. It’s important to have a goal in mind and use metrics that are specifically related to what you want to achieve. Also, look to more interactive metrics, such as shares, rather than views.

    Read More

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    PJ Crowley’s Advice: Use Social Media to Set Your Own Agenda

    KEY TAKEAWAYS

    • Use social media to set your own agenda. If your organization has difficulty setting a narrative, turn to social media to get drive engagement on the issues you and your audience care about.
    • To move big ideas, present them in ways that your audience can connect with, appreciate, and ultimately support. How does your idea impact someone? Answering that question will help turn an idea into a narrative.
    • Building a constituency is impossible without communication. To maximize the reach of an idea, use the tools that are readily available at your organization to garner support and broaden impact. The barriers to entry to the communications space are smaller than ever.

    Read More

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