Most groups try to raise awareness with media coverage. They issue a news release, call a few reporters, maybe post a video on YouTube, and hope for the best.
If you’re lucky, this can result in a couple news stories. But because we live in a 24/7 media culture, those stories are largely forgotten the next day.
My recommendation? Stop focusing on mass media and start using “people media” to spread the word. In other words, get your members and supporters to spread the word, and raise awareness, for you.
While mass media is fleeting, personal communications are persuasive and can have lasting impact. Think about it this way: What would convince you to try a new restaurant in town, a newspaper advertisement or a recommendation from a friend?
Nonprofits often have thousands of volunteers who are willing and able to spread the word. Put them to work! By giving them specific tasks to perform, you can reach millions with your message while cultivating an active, informed and engaged membership.
The Epilepsy Foundation used this strategy for National Epilepsy Awareness Month in 2010. It created the Get Seizure Smart! quiz and told volunteers how to distribute it. More than 2.25 million copies were distributed through schools, libraries, businesses, houses of worship and online.
It gets better. More than 95% of campaign participants declared it a success and said they’d do it again. This is also a great way to show your members the value of supporting the organization. My guess is that a follow-up fundraising appeal to this engaged audience would do spectacularly well.
Fortunately, a word-of-mouth campaign doesn’t cost a ton of money to create and implement. So the next time you need to raise awareness about your cause, forget about mass media and instead harness the power of your supporters and friends.
Filed under: communications, digital, Grassroots, Health Care, Marketing, Social Media | Tagged: Advocacy, awareness campaign, epilepsy, epilepsy awareness, epilepsy foundation, get seizure smart, Grassroots, joe lamountain, joseph lamountain, ken lowenberg, kimberli meadows, mimi carter, national epilepsy awareness month, nonprofit marketing, people media, public awareness, raising awareness, social media, word of mouth |