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:
“Let’s drink to
a better future for
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.