What compels somebody to want to support your cause? Your story? your brand? People join movements because they desire a sense of community. Everyone wants to be apart of something bigger than themselves. They can create movements that start at a higher level. But, movements demand action. And, the way to create action is through your messaging and developing your brand.
Your community gives because supporters value the social and emotional good done by the organization. Depending on the supporter, he or she may donate more from the heart or more from the head. This means people can be compelled by messaging that tells a story or by seeing statistical information regarding how large of an impact donating can have, or by both — depending on their personality. Information including the track record, credibility, story and visuals are all important when it comes to your organization connecting to your supporters and empowering to take action through your cause.
Engagement in a community, donating to a cause, and joining a larger movement is spurred from many reasons, but the key is to understand the motivation of the giver and provide messaging that builds on what they respond to. Ask them what they want to get out of giving. Determining the motivation will help you to better serve your donors. Doing this will ultimately help you raise more money.
Listen to the podcast to find out more how to create compelling copy that connects with your audience and how to develop your brand so you can amplify your messaging. Leanna Johnson, of Lost Lass, speaks about 360 degree branding, where she encourages organizations to look at their brand from a holistic perspective and develop content that is fully aligned with the brand. This way, the organization can leverage its messaging through its marketing in a clear and consistent manner while forming a community based on a strong foundation.
About Leanna Johnson
Leanna Johnson is the founder of Lost Lass, a freelance journalism brand. Her mission is to discover and create multimedia stories for businesses and media outlets. She has interviewed Bollywood actresses, famous journalists and human trafficking activists, contributed to a national campaign against police brutality, and written a column on growing up around the world. A passionate advocate and storyteller, she uses photography, video and radio, as well as her first love, writing, to investigative controversial issues. Lost Lass is an international brand based in the Chicago area.