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Listen to Your AudienceCut Through the Noise
National Council on Nonprofits - March 31, 2016
Brett MeyerChief Strategy Officer, ThinkShout
PERSONAL HISTORY
ThinkShout
THINKSHOUT
Facing History and Ourselves
THINKSHOUT
Humane Society of the United States
THINKSHOUT
Southern Poverty Law Center
PERSONAL HISTORY
College
PERSONAL HISTORY
Kwamba
PERSONAL HISTORY
Onsite Technology
PERSONAL HISTORY
Peace Corps
PERSONAL HISTORY
Nonprofit Technology Network
PERSONAL HISTORY
ThinkShout
The Principals We Work from Are Applicable to Every Budget
Cutting Through the NoiseINTRODUCTION TO THE PROBLEM
INTRODUCTION TO THE PROBLEM
Morris Dees’ Challenge
The Data• 2015 Overall Giving: Up 1.6%• 2015 Online Giving: Up 9.2%• 2015 Online Total: 7.1%• 2015 Mobile Giving: 14% of
online
At some point, in the near future, our supporters will have never used a checkbook.
Sources of information will continue to proliferate, all competing for attention.
6 Principals• Primacy• Simplicity• Consistency• Clarity• Authenticity• Engagement
Put Your Constituents FirstPRIMACY
PRIMACY
Organization by Type
PRIMACY
Organization by Department
PRIMACY
Goals
PRIMACY
Audiences
PRIMACY
Content
– Jesse James Garrett, The Elements of User Experience
“The single most important thing most websites can offer to their users is content
that those users will find valuable.”
• .”
Don’t Make Me ThinkSIMPLICITY
SIMPLICITY
Overchoice
SIMPLICITY
Websites Get Overloaded
SIMPLICITY
Plaintext Emails Outperform Templates
Make the Experience Cohesive…The Entire Experience
CONSISTENCY
CONSISTENCY
Third Party Systems
CONSISTENCY
One Bad Experience…
IF I ONLY HAD A FRAME(WORK)
#DrupalConFrame
Don’t Recreate Everything
IF I ONLY HAD A FRAME(WORK)
#DrupalConFrame
Don’t Recreate Everything
IF I ONLY HAD A FRAME(WORK)
#DrupalConFrame
Don’t Recreate Everything
#16NTCcohesiveUX
#16NTCcohesiveUX
CONSISTENCY
Obligatory Mobile Slide
CONSISTENCY
Governance
CONSISTENCY
Basically, Write Things Down
Language Has PowerCLARITY
CLARITY
Specialized Language
Story ArcsCLARITY
Tell Stories, Not PoliciesAUTHENTICITY
AUTHENTICITY
Your Organization’s Story
AUTHENTICITY
Your Constituents’ Stories
Listen, Listen, ListenENGAGEMENT
ENGAGEMENT
Ladder of Engagement
ENGAGEMENT
Chutes and Ladders
ENGAGEMENT
Segment
ENGAGEMENT
Meet Your Supporters Halfway
So, Does It Work?REVISITING THE SPLC
CUT THROUGH THE NOISE
Infrastructure
INFRASTRUCTURE
Infrastructure Can Help
INFRASTRUCTURE
It’s Not Infallible
INFRASTRUCTURE
Humans Are Resilient
Questions?
Brett Meyer@[email protected]
