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Productivity Isn’t Just About Being Streamline

The emphasis on productivity in our local context has sparked some reflections. Productivity can be seen as a ratio of the rewards gained to the effort expended. In essence, you can exert less effort yet still maintain the same level of reward, which, by definition, makes you productive.

However, this perspective opens up a few noteworthy considerations. Achieving high efficiency can lead to high productivity without necessarily translating to profit. To paraphrase a common saying, it’s better to be inefficient and wealthy than highly efficient but financially poor. While efficiency generally implies reduced costs and potentially higher profit margins, there’s a risk of becoming overly efficient at the cost of seeking out more valuable work. In extreme cases, this is akin to a diet that’s so effective it becomes harmful.

Another point to ponder is the impact of efficiency on the broader economy, especially through automation. Increased efficiency could mean hiring fewer, possibly less expensive employees, which might reduce tax contributions, affecting government funding and GDP. A reduced financial flow in the economy can lead to less investment in job creation, training, and development, potentially initiating a cycle that negatively impacts tax revenues and GDP growth.

The move towards automation or AI and the trend of outsourcing work to cheaper jurisdictions present a dilemma. Many organizations, including governments, are opting to procure services from abroad if they’re more cost-effective, challenging the balance between fiscal responsibility and local economic support. This approach undoubtedly benefits the economy of the cheaper jurisdiction but can adversely affect the GDP of the local economy.

The argument that AI will create higher-value jobs requires scrutiny. If what once took 20 accountants can now be managed by AI, it doesn’t necessarily mean these accountants will become or equal the need for programmers. This shift results in fewer people employed, diminishing income tax revenue, which in turn affects government funding for social services.

As a proponent of efficient and effective policies, procedures, and processes, and with expertise in lean six Sigma and experience as a sports performance coach and athlete, I value efficiency and effectiveness as keys to success. However, this isn’t a critique of productivity itself but a call to approach it with mindfulness. Enhancing productivity might as much involve increasing the volume and value of work as it does reducing service costs. Using an analogy, no matter how aerodynamically optimized I make myself and my bicycle, without the physical strength to propel it forward, the benefits of streamlining are moot.

Tim HJ Rogers
Consult | CoCreate | Deliver

I support people and teams to grow, perform and succeed unlocking potential as a partner Consultant, Coach, Project and Change Manager. Together we can deliver projects and change, and improve the confidence, capacity, drive and desire of the people I work with.

ICF Trained Coach | MBA Management Consultant | PRINCE2 Project Manager, Agile Scrum Master | AMPG Change Practitioner | Mediation Practitioner | BeTheBusiness Mentor | 4 x GB Gold Medalist | First Aid for Mental Health | Certificate in Applied Therapeutic Skills

#people #process #performance #projects #programmes #pmo #change #processimprovement #projectmanagement #changemanagement #workshops #mediation #coach #icfcoach #mentor #facilitation #training #jersey #channelislands

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Product promotion and pricing

Creating an effective product brochure is an art that balances detailed information with engaging presentation, aimed at guiding potential clients through a journey from identifying their needs to choosing your product or service as the solution. This comprehensive guide combines insights from initial considerations to structuring offerings for various budgets, ensuring your brochure not only captures attention but also drives action.

Understanding the Audience’s Needs

The starting point of any impactful brochure is recognizing the problem or need your target audience faces. It’s essential to articulate this problem clearly, making sure it resonates with the reader’s own experiences or challenges. This identification helps in establishing a connection, demonstrating that you understand and empathize with their situation.

Presenting Your Solution

Once the problem is established, introduce your product or service as the definitive solution. Detail how it addresses the issue at hand, emphasizing the uniqueness of your offering and why it stands out from the competition. This differentiation is crucial for setting your solution apart in a crowded market.

Highlighting the Benefits

Enumerating the benefits of your solution provides concrete reasons for the reader to consider your offer. These benefits should cover a range of improvements your product can bring about, from cost savings and efficiency boosts to enhanced reputation and risk mitigation. Tailoring these benefits to fit your audience’s specific needs makes your message more compelling.

Suitability, Feasibility, and Credibility

Assessing the practicality of your offer involves discussing its suitability, feasibility, and affordability. It’s vital to preemptively address potential objections by showcasing the practicality of your solution. Building credibility through showcasing certifications, testimonials, and case studies further convinces readers of your expertise and the effectiveness of your product.

Encouraging Action

A clear, compelling call to action is the crescendo of your brochure, guiding the reader on what to do next. Whether it’s contacting your business, signing up for a trial, or visiting your website, the process should be straightforward, encouraging them to take the next step with confidence.

The Power of Choice: Tiered Options

Recognizing that clients have varying needs and budgets is key to accommodating a wider audience. Introducing tiered options — Bronze, Silver, and Gold — allows clients to select a product level that matches their current requirements while offering the flexibility to upgrade as their situation changes or their relationship with your product deepens.

Customization and Growth

Emphasizing customization opportunities within each tier caters to clients who might seek to simplify their current solution or enhance it over time. This approach not only addresses immediate financial constraints but also paints a picture of a product that grows along with their needs.

Fostering Long-term Relationships

Positioning your product tiers as stepping stones in a long-term relationship reassures clients that starting at an entry-level is both practical and beneficial. It encourages a mindset of growth and improvement, emphasizing that the initial purchase is just the beginning of a journey towards optimizing their solution.

Design and Assurance

The visual appeal and readability of your brochure play a significant role in its effectiveness. Incorporating engaging visuals, clear layouts, and social proof, like statistics and awards, enhances the message’s impact. Offering guarantees or free trials can also lower perceived risks, making it easier for clients to commit.

By following these guidelines, your product brochure will not just inform but also persuade, guiding potential clients through a well-considered journey from problem identification to finding a solution with your product, accommodating their budgetary needs and fostering a long-term relationship aimed at continuous improvement and growth.

USEFUL CHECKLIST FOR PROMOTION

1. Identify the Problem or Need: Clearly articulate the problem or issue your target audience faces. This should resonate with their experiences or challenges, helping them see that you understand their situation.

2. Present Your Solution: Introduce your product or service as the solution. Explain how it addresses the problem directly and effectively. This section should make it clear why your solution stands out from others.

3. Highlight Key Benefits: Enumerate the benefits of your solution, focusing on what the reader or their business stands to gain. Benefits can be tangible (like cost savings, efficiency, or improved quality) or intangible (like enhanced reputation or reduced risk). Make sure to tailor these benefits to your audience’s specific interests and needs.

4. Assess Suitability and Feasibility: Discuss how your offer fits the reader’s context. Is it practical, affordable, and easy to implement? Address potential objections upfront by demonstrating the feasibility and practicality of your solution in various settings.

5. Establish Credibility: Build trust through evidence of your expertise and the effectiveness of your solution. Include certifications, endorsements, testimonials, and case studies that attest to your success. Highlighting your team’s expertise and qualifications can also add credibility.

6. Differentiate Your Offer: Clearly state what sets your product or service apart from competitors. This could be unique features, superior service, or better value for money. Highlighting what makes you different can help convince readers that your solution is the right choice.

7. Clarify the Next Steps: Provide a clear, compelling call to action. Tell the reader exactly what they need to do next to take advantage of your offer. This might be contacting you, signing up for a free trial, or visiting your website. Make the process as simple and straightforward as possible.

8. Add Social Proof: Beyond testimonials, include social proof through statistics, awards, or media mentions. Showing that others trust and value your solution can increase confidence in your offer.

9. Visual Appeal and Readability: Ensure the brochure is visually appealing and easy to read. Use engaging visuals, infographics, and a clear, accessible layout to help convey your message. The design should complement the content, making the key points stand out and easy to understand.

10. Offer Guarantees or Assurances: If possible, provide guarantees or free trials to lower the perceived risk of trying your product or service. This can encourage readers to take the next step, knowing they have little to lose.

By expanding on your solid foundation with these elements, you can create a brochure that not only informs and engages the reader but also persuasively drives them towards taking action.

USEFUL CHECKLIST FOR PRICING OPTIONS

When offering a product, it’s crucial to provide options that cater to varying needs and budgets, ensuring clients can select a version that aligns with their current requirements while leaving room for future enhancements. This approach involves presenting a tiered system—often labeled as Bronze, Silver, and Gold versions—where each level offers increased value, features, or services. This structure not only accommodates immediate budget constraints but also highlights opportunities for upgrading, allowing clients to enhance their purchase as their needs evolve or their financial situation improves.

In crafting your offerings, consider the following reworded approach:

1. Introduce Tiered Options: Clearly delineate the different levels of your product or service—Bronze, Silver, and Gold. Each tier should provide a clear understanding of what the client will receive, making it easy for them to choose a starting point that meets their immediate needs and budget.

2. Customization Opportunities: Emphasize that while the initial purchase is tailored to fit their current situation, there is flexibility to customize and enhance their choice. This customization can simplify their current solution or elevate it, depending on their evolving requirements.

3. Accessible Entry Point: Highlight that the Bronze level or the basic option is designed to provide a solid foundation. It’s an entry point that ensures they have everything necessary to get started, emphasizing that beginning at this level is a stepping stone, not a final destination.

4. Encourage Growth and Upgrades: Make it clear that the journey doesn’t end with the initial purchase. Encourage clients to view their choice as a dynamic part of their growth strategy. As their needs change or as they seek improved features or benefits, upgrading to a higher tier becomes a seamless next step.

5. Long-term Relationship and Improvement: Position the tiered offerings as part of a long-term relationship between your business and the client. The initial purchase is just the beginning. Over time, as clients seek to expand, improve, or further tailor their solutions, your business is ready to support their journey, offering paths to enhance and build upon their existing setup.

6. Financial Flexibility: Acknowledge financial considerations by ensuring clients understand that they can start with what is manageable within their budget. The structured tiers provide a clear pathway for investment, allowing them to plan for future enhancements as their financial circumstances allow.

By framing your products or services within this tiered and customizable structure, you not only accommodate diverse client needs and budgets but also foster a growth-oriented mindset. This approach reassures clients that starting at an entry-level is a practical and sensible choice, with ample opportunities for enhancement and improvement as their relationship with your business deepens over time.

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Psychological safety in a group discussion

Psychological safety in a group discussion encompasses various elements beyond having time, space, and freedom from reprisals to speak and challenge.

Here are some other key elements:

1. Trust: Building trust within the group is essential for psychological safety. Trust allows individuals to feel secure in sharing their thoughts, ideas, and concerns without fear of judgment or betrayal.

2. Respect: Ensuring that all members of the group respect each other fosters an environment where individuals feel valued and heard. Respectful communication encourages openness and collaboration.

3. Empathy: Cultivating empathy within the group enables members to understand and appreciate each other’s perspectives and experiences. This creates a supportive atmosphere where individuals feel understood and accepted.

4. Non-defensive Attitude: Encouraging a non-defensive attitude among group members allows for constructive feedback and dialogue. When individuals are receptive to feedback without becoming defensive, it promotes learning and growth within the group.

5. Inclusivity: Promoting inclusivity ensures that all voices are heard and valued within the group, regardless of differences in background, experience, or perspective. Inclusive environments foster creativity, innovation, and a sense of belonging.

6. Open Communication: Encouraging open and transparent communication promotes honesty and authenticity within the group. When individuals feel comfortable expressing their thoughts and feelings openly, it leads to deeper connections and better problem-solving.

7. Shared Goals and Values: Aligning the group around shared goals and values creates a sense of unity and purpose. When everyone is working towards a common objective, it promotes cohesion and collaboration, contributing to psychological safety.

8. Feedback Culture: Establishing a culture of giving and receiving feedback constructively helps individuals grow and develop professionally. Feedback should be specific, timely, and focused on behavior rather than personal attributes, fostering a culture of continuous improvement.

9. Leadership Support: Leadership plays a crucial role in creating and maintaining psychological safety within a group. Leaders should model the desired behaviors, actively listen to and support their team members, and intervene when necessary to address any issues that may arise.

10. Learning Orientation: Fostering a learning-oriented mindset encourages experimentation, innovation, and risk-taking within the group. Embracing failure as an opportunity for growth rather than a cause for blame or punishment contributes to psychological safety.

By cultivating these elements within a group discussion, you can create an environment where individuals feel safe, respected, and empowered to share their thoughts and ideas openly. This, in turn, leads to improved collaboration, creativity, and overall group performance.

Read more about workshop and team facilitation here
https://www.adaptconsultingcompany.com/2024/04/03/creating-the-right-environment-agenda-and-briefing-for-successful-facilitation-and-workshops/

Tim HJ Rogers
Consult | CoCreate | Deliver

I support people and teams to grow, perform and succeed unlocking potential as a partner Consultant, Coach, Project and Change Manager. Together we can deliver projects and change, and improve the confidence, capacity, drive and desire of the people we work with.

ICF Trained Coach | MBA Management Consultant | PRINCE2 Project Manager, Agile Scrum Master | AMPG Change Practitioner | Mediation Practitioner | BeTheBusiness Mentor | 4 x GB Gold Medalist | First Aid for Mental Health | Certificate in Applied Therapeutic Skills

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A thinking environment

Nancy Kline’s “Ten Elements of a Thinking Environment” outline conditions that foster effective thinking and communication.

1. Attention: Giving each individual uninterrupted attention encourages them to think deeply and express themselves fully.

2. Equality: Treating everyone as equals creates a level playing field where all ideas are valued and respected.

3. Ease: Creating a relaxed and non-judgmental atmosphere allows individuals to think freely and creatively.

4. Appreciation: Showing appreciation for individuals’ contributions boosts their confidence and encourages further participation.

5. Encouragement: Providing positive reinforcement and encouragement motivates individuals to explore and develop their thoughts.

6. Feelings: Acknowledging and addressing emotions helps individuals overcome barriers to effective thinking and communication.

7. Information: Providing relevant and accurate information enables individuals to make well-informed decisions and contribute meaningfully to discussions.

8. Diversity: Embracing diverse perspectives fosters innovation and encourages the exploration of different ideas and viewpoints.

9. Incisive Questions: Asking thought-provoking questions stimulates critical thinking and encourages individuals to explore new possibilities.

10. Place: Creating a physical or virtual environment conducive to thinking enhances individuals’ focus and concentration, facilitating deeper insights and understanding.

These elements collectively create a supportive and empowering environment where individuals can engage in meaningful dialogue, explore complex ideas, and collaborate effectively.

Read more about workshop and team facilitation here
https://www.adaptconsultingcompany.com/2024/04/03/creating-the-right-environment-agenda-and-briefing-for-successful-facilitation-and-workshops/

Tim HJ Rogers
Consult | CoCreate | Deliver

I support people and teams to grow, perform and succeed unlocking potential as a partner Consultant, Coach, Project and Change Manager. Together we can deliver projects and change, and improve the confidence, capacity, drive and desire of the people we work with.

ICF Trained Coach | MBA Management Consultant | PRINCE2 Project Manager, Agile Scrum Master | AMPG Change Practitioner | Mediation Practitioner | BeTheBusiness Mentor | 4 x GB Gold Medalist | First Aid for Mental Health | Certificate in Applied Therapeutic Skills

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Creating the Right Environment, Agenda, and Briefing for Successful Facilitation and Workshops

Facilitation and workshops are powerful tools for fostering collaboration, generating ideas, and driving innovation within teams. However, their success heavily depends on the environment in which they’re conducted, the agenda set, and the briefing provided to participants. Let’s delve into the importance of each aspect and how to ensure their effectiveness.

Setting up the Right Environment

One of the fundamental keys to successful facilitation is creating a safe and conducive environment where participants feel comfortable expressing their thoughts and ideas. Here are some tips for setting up a good facilitation environment:

Warm and Friendly Invitation: Ensure all participants receive a warm and friendly invitation, making it clear that their participation is valued and the session is beneficial.
Optional Attendance: Whenever possible, make participation optional rather than mandatory, allowing individuals to engage willingly and wholeheartedly.
Context Setting: Clearly outline the purpose of the session, what will be discussed, why their input is valuable, and how their views will be respected. Emphasize the importance of anonymity or adherence to Chatham House rules if necessary.
Psychological Safety Elements: Cultivate trust, respect, empathy, inclusivity, and open communication among participants. Encourage a non-defensive attitude, align around shared goals and values, and foster a feedback culture and a learning orientation.

Creating such an environment ensures that participants feel empowered to speak up, share their perspectives, and engage in meaningful dialogue without fear of judgment or reprisals.

Designing the Agenda

An effective agenda is essential for guiding the facilitation process and ensuring that key objectives are met. Here’s how to design a successful agenda:

Clear Objectives: Define clear objectives for the session, outlining what needs to be accomplished and why it’s important.
Structured Flow: Break down the session into structured segments, including introductions, discussions, activities, and wrap-ups.
Time Management: Allocate sufficient time for each agenda item, ensuring that discussions are thorough yet focused and that the session stays on track.
Flexibility: Remain flexible and adaptable to accommodate unexpected developments or changes in the participants’ needs or priorities.
Engagement Strategies: Incorporate interactive elements such as group activities, brainstorming sessions, or breakout discussions to keep participants engaged and actively involved.

A well-designed agenda provides a roadmap for the facilitation process, maximizing productivity, and achieving desired outcomes.

Providing a Briefing

Before the facilitation or workshop begins, it’s crucial to provide participants with a comprehensive briefing to set expectations and ensure everyone is on the same page. Here’s what to include:

Purpose and Goals: Clearly articulate the purpose of the session and the specific goals or outcomes expected.
Agenda Overview: Provide an overview of the agenda, including the topics to be covered and the timeline for each segment.
Logistics Information: Share logistical details such as the location, time, duration, and any materials or resources needed for the session.
Participant Roles and Responsibilities: Clarify the roles and responsibilities of participants, facilitators, and any other stakeholders involved.
Guidelines for Participation: Establish guidelines for participation, emphasizing the importance of active engagement, respectful communication, and adherence to the agenda.
Opportunities for Input: Encourage participants to come prepared with their thoughts, ideas, and questions, and reassure them that their contributions are valued and will be respected.

By providing a thorough briefing, participants are better prepared to actively engage in the facilitation process, maximizing the effectiveness and impact of the session.

In conclusion, creating the right environment, agenda, and briefing are essential components of successful facilitation and workshops. By fostering a safe and supportive environment, designing a clear and structured agenda, and providing participants with a comprehensive briefing, facilitators can optimize engagement, collaboration, and outcomes, ultimately driving organizational success and innovation.

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Simplicity v Truth

When convenience triumphs over truth, society often finds itself navigating through a landscape of superficiality and oversimplification. Frictionless transactions and simplicity are indeed convenient, but when they become the driving forces behind decision-making, they can lead to significant consequences:

1. Shallow Consumption: Frictionless transactions encourage impulsive buying behavior. With one-click purchases and same-day delivery options, consumers are more inclined to make purchases without thoroughly considering the necessity or implications of their decisions. This leads to a culture of superficial consumption, where possessions are valued for their convenience rather than their true utility or quality.

2. Echo Chambers: Simplistic narratives are more digestible and easier to propagate than nuanced truths. In an age where information is abundant but attention spans are short, complex realities often get distilled into easily digestible soundbites or memes. This can create echo chambers where individuals gravitate towards sources that reaffirm their existing beliefs, rather than engaging with diverse perspectives or grappling with the complexities of real-world issues.

3. Misinformation and Misunderstanding: Simplistic narratives often sacrifice accuracy for the sake of brevity or sensationalism. This can lead to the spread of misinformation, as people latch onto convenient explanations without verifying their validity. In the absence of critical thinking and a commitment to truth, misunderstandings proliferate, undermining the collective ability to address complex problems effectively.

4. Stagnation of Critical Thinking: When convenience becomes the primary consideration, there is less incentive to engage in the rigorous critical thinking necessary for personal growth and societal progress. People may become complacent, opting for easy answers rather than wrestling with ambiguity or uncertainty. This stagnation impedes innovation and stifles creativity, as breakthroughs often emerge from grappling with the complexities of reality.

5. Erosion of Trust: Over time, a society built on convenience over truth may suffer from a pervasive erosion of trust. When individuals prioritize expediency over integrity, trust becomes fragile and relationships—whether personal, professional, or societal—become increasingly transactional and superficial. This erosion of trust can have far-reaching consequences, undermining social cohesion and hindering collective efforts to address pressing challenges.

In essence, while convenience and simplicity undoubtedly offer immediate gratification and ease, they must be balanced with a commitment to truth and a willingness to engage with the complexities of reality. Without this balance, society risks descending into a state of superficiality, misinformation, and stagnation, ultimately undermining its ability to thrive and progress.

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Marketing and Comms – Think, Do, Feel, Be

I’m putting together a course specifically for charities and non-profits. This piece is part of a collection of materials that you can get as handouts, but I’ve also posted it online because even though it was made for the Building Value program, it could be useful for lots more people.

When we talk about marketing and communications for charities and non-profits, taking a holistic approach means covering all bases—how people think, feel, do, and identify with your cause. It’s like putting together a puzzle where each piece is crucial to seeing the whole picture. Let’s break down these pieces:

  1. Think (Strategy): This is your game plan. What are your goals? How will you reach them? For a charity, this could mean figuring out the best ways to spread the word about your cause, like using social media or hosting events.
  2. Do (Implementation): This is where you put your plan into action. If your strategy includes raising awareness through a social media campaign, implementation is actually creating and posting those social media posts.

Now, let’s add the often overlooked but super important parts:

  1. Feel (Connection/Emotion/Empathy): Charities have a powerful tool at their disposal—emotion. When you tell stories that move people, you’re tapping into their feelings, making them care about your cause on a deeper level. It’s about creating a bond that goes beyond just knowing about your work; it’s making them feel a part of it.
  2. Be (Values/Identity/Purpose): This is about aligning your charity’s values with those of your supporters. People want to support causes that reflect who they are or who they aspire to be. It’s about showing that supporting your charity isn’t just a one-off action but a reflection of shared values and identity.

The Value of a Holistic Approach:

Taking this well-rounded approach is incredibly valuable for charities and non-profits because it ensures you’re not just asking for support or donations but building a community around your cause. It transforms supporters into advocates and partners in your mission.

Example:

Let’s use “Ocean CleanUp Initiative,” a non-profit focused on cleaning the oceans, as an example:

  • Think: They decide their goal is to increase donations by 30% over the next year by engaging with young adults through Instagram and TikTok.
  • Do: They start posting engaging content, including impactful before-and-after cleaning videos, stories about marine life, and educational tidbits on how pollution affects the ocean.
  • Feel: They share personal stories from volunteers who’ve seen the impact of ocean pollution firsthand, creating emotional connections with their audience. They use imagery and narratives that make people feel both the urgency of the problem and the hope their efforts bring.
  • Be: They make it clear that supporting the “Ocean CleanUp Initiative” isn’t just about cleaning the oceans; it’s a statement about who you are as a person. You’re someone who values sustainability, cares deeply about the planet, and takes action to make a difference. They create a hashtag, #OceanGuardians, for their supporters to use, building a sense of community and shared identity.

By addressing all these aspects—think, do, feel, be—”Ocean CleanUp Initiative” not only achieves its immediate goals but builds a lasting movement. Supporters aren’t just donors; they’re emotionally invested and see their involvement as part of their identity. This holistic approach is what makes marketing and communications truly effective for charities and non-profits.

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Marketing and Comms – Story Telling

I’m putting together a course specifically for charities and non-profits. This piece is part of a collection of materials that you can get as handouts, but I’ve also posted it online because even though it was made for the Building Value program, it could be useful for lots more people.

When telling a story, especially for charities and non-profits, you want to really connect with people and get them to care about your cause. Here’s a simple formula to make that happen:

  1. Start with Why: Begin by explaining why your charity does what it does. This isn’t about what you do or how you do it, but the reason behind it all. Maybe you’re passionate about saving endangered animals because you believe every creature has a right to live safely.
  2. Talk About Impact / Purpose: Share the difference your charity makes. This could be stories about the animals you’ve saved or how the environment has benefited from your work. It shows people the change you’re creating.
  3. Make It Human and Personal: People connect with stories about other people. If you’re helping kids learn to read, tell a specific story about one child who went from struggling to loving books. It makes the issue real and more touching.
  4. Make It Relatable: Try to link your story to experiences or feelings your audience might have had. For example, if you’re talking about hunger, you might remind them of a time they were really hungry and explain that some people feel that way all the time.
  5. Give the Audience a Role / Desire (Their Why): Now, invite your audience to be part of the story. Maybe they’ve always wanted to help animals or care about kids’ education. Show them how supporting your charity lets them act on those desires.
  6. Matching Your Why with Our Why (Making Community): Finally, bring it all together by showing how their support not only helps your cause but also connects them with a community of people who share their values. It’s about making them see that by helping, they’re joining a bigger movement of change.

Example: Imagine a charity called “Home for Everyone” that works to provide homes for homeless families.

  • Start with Why: They might begin by explaining their belief that everyone deserves a safe place to live.
  • Impact / Purpose: Then, they share stories of families they’ve helped move into their own homes, highlighting the joy and stability it brought them.
  • Make It Human and Personal: They could tell the story of a single mom, Anna, and her two kids, who went from living in their car to having a home, thanks to the charity’s supporters.
  • Make It Relatable: They ask you to imagine how it would feel to not know where you’ll sleep each night, making you empathize with Anna’s situation.
  • Give the Audience a Role: They invite you to help, saying if you’ve ever wanted to make a direct impact on someone’s life, here’s your chance.
  • Matching Your Why with Our Why: They wrap up by talking about how, together, we can make sure no family is left without a home, creating a community of people dedicated to kindness and support.

By following this formula, “Home for Everyone” doesn’t just tell you what they do; they draw you into their story, make you care, and show you how you can be part of something truly meaningful.

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Marketing and Comms – SWOT and PESTLE

I’m putting together a course specifically for charities and non-profits. This piece is part of a collection of materials that you can get as handouts, but I’ve also posted it online because even though it was made for the Building Value program, it could be useful for lots more people.

SWOT and PESTLE analyses are two tools that help charities and non-profits figure out where they stand and how they can get better at what they do.

SWOT Analysis is like making a list of what you’re good at and what you’re not so good at, plus the chances you have to do something cool and the stuff that could cause you trouble. It’s all about looking inside your organization.

  • Strengths: These are things you rock at. Maybe your charity is super good at getting volunteers.
  • Weaknesses: The parts where you’re not so strong. Perhaps it’s hard for you to raise money.
  • Opportunities: These are chances out there for you to do better. Like, maybe there’s a new social media app where you could spread your message.
  • Threats: Stuff that could make things tough for your charity. It could be another charity doing similar work and competing for attention.

PESTLE Analysis goes wider, looking at the big picture outside your charity to see what external factors could affect you.

  • Political: Things like laws or government policies. For example, if the government decides to increase funding for social projects, that could be a big win for you.
  • Economic: This could be about how the economy’s doing. In tough times, people might not donate as much.
  • Social: Changes in what people care about or think are important. If suddenly everyone’s talking about climate change, that could be an opportunity for environmental charities.
  • Technological: New tech stuff that could help or challenge you. Like, can you use new online tools to reach more people?
  • Legal: Laws that affect how you operate. Maybe there are new rules about how charities need to report their finances.
  • Environmental: This could be actual environmental issues or how the environment affects what you do. If you’re a charity that helps with natural disasters, you need to keep an eye on this.

Example: Imagine a charity called “Tech for Teens” that provides computer skills training to teenagers.

Using SWOT, they might find:

  • Strength: Great at partnering with schools.
  • Weakness: Not very good at online fundraising.
  • Opportunity: A rise in demand for tech skills in the job market.
  • Threat: Other organizations starting similar programs.

With PESTLE, they consider:

  • Political: New government grants for tech education they could apply for.
  • Economic: A recession might make it harder to get donations but also increase demand for free training.
  • Social: More people valuing tech skills, which boosts interest in their programs.
  • Technological: New software that makes online learning easier.
  • Legal: New regulations on digital privacy they need to follow.
  • Environmental: Not directly affected, but they make sure to recycle old computers and reduce waste.

By using SWOT and PESTLE, “Tech for Teens” can plan better, play to their strengths, fix their weaknesses, grab new opportunities, and be ready for any threats. It helps them see the big picture and the details of how they can thrive.

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Marketing and Comms – Reach, Act, Convert, and Engage

I’m putting together a course specifically for charities and non-profits. This piece is part of a collection of materials that you can get as handouts, but I’ve also posted it online because even though it was made for the Building Value program, it could be useful for lots more people.

The RACE framework is a way to think about digital marketing in four key steps: Reach, Act, Convert, and Engage. It’s like a game plan for how to grab people’s attention online, get them interested in your cause, encourage them to help out, and then keep them connected and involved over time. Here’s how it breaks down for charities and non-profits:

  1. Reach: This is all about getting your message out there. You want to make sure as many people as possible learn about your charity and what you’re doing. This could be through social media posts, online ads, or getting mentioned on websites and blogs.
  2. Act: Now that people know about you, you want them to show some interest. Maybe they click on a link to learn more about a project, sign up for your newsletter, or follow you on social media. It’s about getting them to take that first small step.
  3. Convert: This stage is where you encourage people to do something more significant to help your cause. This could be making a donation, signing up to volunteer, or participating in an event. It’s about turning their interest into action.
  4. Engage: After someone has helped out, you don’t want to just say “thanks” and forget about them. You want to keep them interested and involved. This might mean sending them updates about how their donation was used, inviting them to more events, or just keeping the conversation going on social media.

Example: Let’s say there’s a non-profit called “Clean Ocean Initiative” that’s focused on reducing ocean pollution.

  • Reach: They start a campaign on social media using eye-catching images and facts about ocean pollution to grab attention. They also use hashtags to spread the word further.
  • Act: On their website, they have a quiz about ocean health and ask visitors to sign up to learn more about how they can help. People who take the quiz feel more connected and are likely to engage further.
  • Convert: They organize a beach cleanup event and use their social media and email list to invite people to join. They make signing up easy and offer incentives like a free t-shirt.
  • Engage: After the event, they send a thank-you email to participants with photos from the day and share stories of the difference they made. They also invite feedback and suggestions for future events, keeping the conversation going.

Using the RACE framework helps charities like “Clean Ocean Initiative” plan out their digital marketing efforts, making sure they not only attract attention but also build lasting relationships with their supporters.