Successful Cause Marketing Presentations: Balance Emotion with Other Appeals - dummies

Successful Cause Marketing Presentations: Balance Emotion with Other Appeals

By Joe Waters, Joanna MacDonald

Whenever you talk about a cause, it’s always tempting to focus on emotion, appeals that pull at a listener’s heartstrings. This is done for a good reason: It works. Listeners should connect with causes deeply, emotionally, and viscerally. But emotions can be overdone. If you push them too hard, people will start to pull back as their brains deflect their hearts and force them to consider other critical information.

Balance your emotion with other appeals, such as arguments that include evidence or highlight your credibility. For example, listeners will love the stories you tell about the needy children or animals your cause has helped. But also tell them about your organization’s commitment to keeping expenses low and your recent recognition as a top charity.

Next, share with listeners all the things you’ve learned about cause marketing from this book, how it works, and the evidence that supports your claim. In other fields the risk is that there will be too much evidence, too many stats and figures and nothing for listeners to feel.

The challenge in cause marketing is just the opposite. It’s easy to make your listeners feel joyful, sad, or excited — you will have powerful information to share! — but to earn their trust and commitment, you have to make them think.