Some wise words from Julia Campbell.
Julia is one of my favorite experts. Despite the fact that she is from ‘across the pond’, and despite the fact that we do very little non grant funding it is worth signing up for her emails etc. The reason for this is because she is fantastic in helping you think about how you communicate and how you tell your story, and whilst these skills are often seen as being those of a great fundraiser I think they should be skills everyone working or volunteering for a small charity or community group should be looking to improve. Check out her website here.
This was the introduction to one of her recent email newsletters, and I love it!
Have you watched the fantastic HBO show Chernobyl?
In the last episode (no spoilers), one of the characters says to another, regarding their influence during the disaster:
“They heard me… but they listened to you.”
One was a scientist, who had all the data, info, and hard facts to back up his hypothesis about the explosion that caused the tragedy.
They heard him, they processed all the facts that he relayed to them patiently, somewhat in disbelief.
One was a career government man, but one of integrity, one that people felt good about listening to.
He carried the weight of trust and credibility, and people literally went into the fire for him.
This reminds me of the famous Maya Angelou quote:
You need statistics and data to demonstrate that there is a problem, that it is urgent, and that it needs to be solved.
You need information and education to be seen as credible, and to build trust with your audience.
But if people don’t feel GOOD about the person telling the story, about the people delivering the message, it won’t resonate, and it won’t change hearts and minds.
The truth of human nature is that we trust our guts much more than our heads.
Getting people to pay attention is challenging.
But attention can be manipulated, through irrelevant but eye-catching imagery, click-bait headlines, and other unsavory digital practices that steal attention and interrupt and annoy people.
While getting attention may seem like an uphill battle, it can be purchased, stolen, or exploited.
However, getting people to CARE – that’s much more difficult.
In all of our communications, we need to aim to go deeper than just a click, or a like, or a view.
Attention is great. But action is better.
How are you working not only to get people to hear you, but to listen?Julia Campbell https://jcsocialmarketing.com/
And before you ask, no she hasn’t paid me!