We know your nonprofit’s messaging needs to connect emotionally with folks to motivate them to act.
We also know that fear and desire — both broadly defined — are excellent emotional motivators.
So what do fear and desire look like in nonprofit messaging, and how has that changed over the last few years? We think the results from three years of word clouds from our webinar on conversion copywriting are interesting. Of course, the mission of the various attendees matters. But we still see some interesting trends.
“Your somebodies” refers to the target audiences receiving the nonprofit’s messaging.
How Fears Have Changed
How Desires Have Changed
Where do you see similarities and differences? Does any of this help you reframe the way you talk about your organization’s issues or the way you think about your nonprofit’s messaging?