Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 60

But what do you say to a busy mom to get her to make this a priority? It was important for the Red Cross to come up with a message that spoke to moms but that also had broader appeal to the American public at large. Even if moms were the target, the message needed to be appropriate for a much wider audience as well. It was also important, said Mark, for the message to start from where people were and to help them move forward with their family disaster planning, regardless of how much they may have already done. Through their research, they knew that about 80 percent of families had taken one of the three key steps (getting a kit, making a plan, or staying informed), and this campaign was about moving them to take another.

To come up with the right message, the Red Cross hired the firm Catchword Branding, which specialized in naming. They provided a thousand possible slogans to the Red Cross, many of which were simple variations on one idea. Using a cross-functional team (marketing, development, disaster preparedness, field staff, and so on), the Red Cross whittled the list down to the best five. Those five were then tested through an online survey with Harris Interactive to find which one resonated best both with moms and with the public at large.

Of the five options, said Mark, one was in the form of a question and one played on the “heroes” theme that the Red Cross has used successfully before. Another one was deemed too snarky or too clever (survey respondents said it just didn't sound like the Red Cross). The chosen theme, Do More Than Cross Your Fingers, stood out among the five with both moms and the public at large. “It was fresh,” said Mark, “but not in any way offensive.”