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So what? Tips for making people care | Psychology of communications conference | 28 June 2018

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So what? Tips for making people care | Psychology of communications conference | 28 June 2018

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Jillian Griffiths, account director, Creative Concern

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Jillian Griffiths, account director, Creative Concern

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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So what? Tips for making people care | Psychology of communications conference | 28 June 2018

  1. 1. So what? Tips for making people care Psychology of communications conference
  2. 2. Work that matters. Creative Concern. Creative Concern believes that creative, compelling and compassionate communications can make the world a better place. For us, great ideas and good values go hand in hand. We care about what we do. We care about what you do. Hello.
  3. 3. Let’s get started…
  4. 4. Work that matters. Creative Concern. We care about… loads of things
  5. 5. What issues do you care about? Up to 10 60 seconds Go!
  6. 6. How many do you genuinely take action on? Volunteering, conscious behaviour change, protests and marches
  7. 7. Work that matters. Creative Concern. “Altrusim, generosity, solidarity and civic spirit are not like commodities that are depleted with use. They are more like muscles that develop and grow stronger with exercise.” — Michael Sandel, What Money Can’t Buy We are good.
  8. 8. Care vs. Action
  9. 9. 21 EXTRINSIC VALUES THAT ARE CENTRED ON EXTERNAL APPROVAL OR REWARDS EXAMPLES WEALTH MATERIAL SUCCESS CONCERN ABOUT IMAGE SOCIAL STATUS PRESTIGE SOCIAL POWER AUTHORITY EXAMPLES AFFILIATION TO FRIENDS & FAMILY CONNECTION WITH NATURE CONCERN FOR OTHERS SELF-ACCEPTANCE SOCIAL JUSTICE CREATIVITY INTRINSIC VALUES THAT ARE INHERENTLY REWARDING TO PURSUE Source: Common Cause Foundation
  10. 10. Source: Common Cause Foundation We work with disabled people at every stage of their lives. We believe that disabled people should have the same opportunities as everyone else, enabling them to live the lives they choose. Yet today, disabled people are more likely to live in poverty, more likely to experience negative attitudes or prejudice, and are more likely to live alone. They still face marginalisation and discrimination. We work with disabled people and their families at every stage of their lives. We believe in giving disabled people the chance to achieve greater success in their lives, so they can fully contribute to the economy. Yet today, disabled people are more likely to be unemployed and receiving benefits. 12What do we mean?
  11. 11. would love to i will if you will not on your nelly
  12. 12. Activating our intrinsic values AKA Communicating
  13. 13. Please put the correct details into the table cells above – it should then automatically update on ALL master pages. Please click ‘fit’ on each footer table (in format/table/ row & column size) of the master slides to make sure the information fits on each. Once you’ve done this, you’re good to go! Footers Client name. Job/project name | 5 July 2018 | Copyright © 2018 Creative Concern
  14. 14. Where’s the head at? 16 The head Make a clear case Be factual but avoid full WONK! Identify their starting point and start with them Don't overwhelm What do they need to know - what can wait?
  15. 15. Making the heartbeat 17 The heart Embrace emotion Don’t be scared to be different Don’t over egg it! Us + you = making a connection
  16. 16. Taking their hand to action 18 The hand What's the ask? Is it a simple as possible? What do I do next? Be realistic What’s the result?
  17. 17. Top tips!
  18. 18. Work that matters. Creative Concern. Listen and learn
  19. 19. Make things beautiful
  20. 20. Make difficult easier, without dumbing down
  21. 21. Take risks and cut through
  22. 22. Take risks and cut through
  23. 23. Talk normally
  24. 24. CAN YOU SEE THE LANDMINES? THEY CAN’T EITHER. GIVE NOW AND SAVE LIVES. Children running down a path in Luau, Angola. On both sides, there are landmines. Emotions beat rationality Balance fear with optimism Build your story
  25. 25. Build your story
  26. 26. Win the centre?
  27. 27. merseytravel.gov.uk/arrivehappy The world at your feet. Same commute, new route. Cynthia,10-minutewalkfromthecitycentre Arrive happy. That’s how we roll. Gary,15-minutesbybike merseytravel.gov.uk/arrivehappy Make it relatable Build shared values
  28. 28. Have fun Make difficult easier, without dumbing down
  29. 29. Embrace silly
  30. 30. Trust your gut Make it shareable
  31. 31. Top tips at a glance 33 Make things beautiful Make difficult easier, without dumbing down Take risks and cut through Balance fear with optimism Talk normally Emotions beat rationality Build your story Have fun Embrace silly Listen and Learn Win the centre Build shared values Trust your gut* *Sometimes! Make it relatable Make it shareable
  32. 32. Work that matters. Creative Concern. -Can you distill your goal? Try 15 words or less! -Are you really open to new ideas? -Are you speaking to people with stronger intrinsic or extrinsic values? -Don’t envy or emulate what’s been done before, use it as your springboard to something even more brilliant A useful personal or team challenge
  33. 33. ALTRIUSM GENEROSITY CIVIC SPIRIT
  34. 34. Always say thank you :-)
  35. 35. Work that matters. Creative Concern. A recent survey with over 100 charities found that: -one in ten charities did not thank new donors who gave a first gift of less than £10 -almost one in five charities who did not ever thank new donors giving less than £5 -over half of existing supporters giving online received nothing more than a bounce back e-mail acknowledgement But… Source: John Grain Associates
  36. 36. Using your thank you to build muscle and grow stronger 38 Thank you You were right to trust us You + Donor = We’re a great team This is how you made a difference We look forward to working with you again soon
  37. 37. Don’t stop believing…
  38. 38. Work that matters. Creative Concern. “You must trust and believe in people or life becomes impossible.” — Anton Chekov Final thought.
  39. 39. Copyright © 2018 Creative Concern Thank you Jillian Griffiths
 tel 0161 236 0600
 email Jillian@creativeconcern.com
 creativeconcern.com
  40. 40. Psychology of communications - tools from the Behavioural Sciences 28 June 2018 London #CCPsychComms
  41. 41. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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