This is a sequel of the previous blog (“Development Organizations: Supporting Desired Stakeholder Actions”).
Advertisers are skillful in answering the question: “What message, and how shall it be delivered, so that it enables desired customer actions?” The answers depend on what normally drives the customer’s actions: her values/interests and her problems/needs.
-
-
Observe how concisely Starbucks delivers a message that appeals to social responsibility — a value that more and more customers are expecting from companies they buy from:
“Responsibly grown.
Ethically traded.
Proudly served.”
“Let’s drink to
a better future for
coffee farmers.”
Going back to the topic of the previous blog, if you belong to a development or non-profit organization, what concise message can you deliver to enable, support or trigger stakeholder actions that you mutually desire?
—
Note that there is an embedded link in this blog post. It shows up as colored text. While pressing “Ctrl” click on the link to create a new tab to reach the webpage pointed to.
=>Back to main page of Apin Talisayon’s Weblog
=>Jump to Clickable Master Index
Tags: customers, KM, KM tool, knowledge management, problem-driven KM, social responsibility, stakeholders, values
