Communications – Calls to Action

How does this happen? The message needs to be communicated in formats and in language that is understood and has not just an intellectual impact but also an emotional and immediate impact. There needs to be included “Calls To Action” that give people things they can do to be involved and to make a difference.

Plan for the Future
Plan for the Future

I was attending the International Water Conference this past week and there was much useful information on the situation of water in the world – groundwater, access to water, water infrastructure, conflicts over water. Attendees were international delegates from governments, academic institutions, scientists and NGOs involved with water.

At so many of the sessions the information was vital and timely – and needs to be known by the policy makers and citizens. How does this happen? The message needs to be communicated in formats and in language that is understood and has not just an intellectual impact but also an emotional and immediate impact. There needs to be included “Calls To Action” that give people things they can do to be involved and to make a difference.

This same challenge exists for any nonprofits and social action projects that want to get the word out to raise awareness, to motivate, to promote a cause, to build momentum, to get people on board, to raise funds to support a cause, to get people to volunteer, to engage people as activists, to educate and inform, to inform the press and media and politicians, policy makers, citizens and children.

There are 2 great methods that we have to make this happen.
The Internet – including website, email, and social networking and building traffic and interaction.
Film and media – which can show vivid stories and illustrate a situation with its challenges and move people to action.

Both of these are inter-related. Films are not accessible via the Internet and can reach a broad global audience and are an essential method for bringing a problem to view with a lot of impact. Look at your communications strategy and evaluate it to see that it has a strong “Call to Action” and that it speaks to your stakeholders and target audiences.

Facebook AdWords

If you are already a member of facebook you may have noticed the small icon on your page that says “Ads and Pages”.  If you are selling or promoting any product or service take a look at this. (www.facebook.com)

The FaceBook ads can point to a page on facebook – or can point to your own website or any URL of your choice.  You type in the title, text of the ad and optionally add an image.  Then you create the PROFILE of the type of person you would like to target the ad to.  This is quite a sophisticated but easy to use set of questions – you can select for example

  • Male or female
  • Age group
  • Education level
  • Geographic location
  • Special interest keywords

As you select each of these – or leave them blank – you will see the size of the target audience that can potentially see your ad.

For payment – you select if you want to pay according to the number of people who VIEW the ad – or the number of people who CLICK on the ad and go to the URL you provided.  You can define the maximum amount you want to spend per day (the minimum amount is $ 5 per day). And you can also select how much you are willing to spend “per click” – You will see a range of acceptable pricing.   So for example if you are willing to pay $.20 per click and have set your maximum at $ 5 per day – after 25 people click on your ad the ad would not be displayed again till the next day.

To be most effective you would want the URL that they click on, to have a specific “Call to Action” so you could determine the effecitveness of the ad.

You can also setup an “Ad Campaign” with variations on your ad so you can determine which is your most effect title, image, target groups, text and other variables.

For more ideas about Internet Strategies – http://books.alephconsulting.org