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Why Healthcare Needs Events

More than ever, people don't know what is going to happen to their healthcare. There are tons of things happening right now, decisions being made, and no one has the answers. To counter this, it's imperative that healthcare institutions meet customers where they are. They must speak to their community in a way that eases their worries and brings them into the conversation. This means engaging their base, emboldening their employees, and honoring their donors. Making the case for healthcare is essential in the world today. 

How do you do this? You create events that mean something. Events with a message. Events that speak to your community in a way that brochures just can't. Take the words off the page and bring them to the mic. Bring that social media campaign to a live event experience that visibility impacts hearts and minds. Events are one of the best ways you can reach people. Whether it's an event honoring your nurses, or an event honoring your donors, you have to meet them. Showcase who you are, what you have done, and what you will continue to do. In a world of uncertainty, healthcare institutions can't sit idly by. If they do, people are going to go elsewhere.

What's your strategy?

For businesses, the stories you tell about your business are essential components of getting eyes on your product and customers to open their wallets. Stories of your employees, stories of your brand, stories of how your company came to be, stories of your product. There are so many ways to bring customers into your unique identity.

What we do at Glitter Corps is a little different. It's more than just a video. It's more than just a tweet or a Facebook post. What we do is create a full-fledged messaging strategy that sets the tone for your materials. Videos, tweets, posts, likes - those are all just tactics that should, at all times, refer back to your strategy. Your strategy guides you. It's your compass. It points you in the right direction and it influences all of your content. Well, it should. You would be surprised how many businesses go into the market without a clearly defined strategy. Sometimes, they still succeed. But by doing this, by going forward without a plan, a business risks losing revenue and not reaching the vast audience that a strategy brings.

What are you saying? Why are you saying it? How are you saying it? What rationale do you have for what you are doing? What's the big idea? What's the focus? Everything you do should come back to the strategy, the purpose, the reason, the message, the rationale. And this should find itself beyond the digital. Your mailing campaigns should align to your strategy. If you are an event company, your banners and displays should all speak to the strategy. Your strategy defines your theme, your messaging, the feeling of your campaign. It's what makes the impact.

Strategy: it all starts there. Drops us a line and let's figure out yours.

 

Messaging for good

This past weekend, we saw the power of a community to respond. In one weekend, the ACLU received over $20MIllion in donations. In one weekend, Americans across the country mobilized and took over airports to protest the ruling. What does this show us? People will fight for the causes they believe in. People will support communities who are being threatened. Now more than ever, nonprofits have to think about how they are messaging their constituents. And even more than that, nonprofits have to respond to the times we live in. It can't be business as usual. There is no such thing anymore.

Meaningful Social Media

At Glitter Corps, we work with nonprofits and advocacy firms to help them align their message and create a communications strategy that works for them. You saw this weekend the power of social media. If you are not connecting with your followers on social media, you are not reaching them in the way you should. Too often, nonprofits don't see the benefit in social media engagement. We think this is a miss. With a coordinated plan, with content that moves people, with messaging that speak to your cause, you can change minds and bring in donors.

Where do you fit in

The question now is: how do you keep going? How do you build momentum? How do you show that your cause matters? How do you stand out? Every nonprofit should be asking these questions. And that starts with figuring out your brand archetype.  Think about what your organization really offers. What experience are you offering your clients?

It's About Hope, People

But even more than that, what kind of hope are you instilling in your customers? How are you making them feel about their donation? We need hope now. We need to know that our money is going to make this world a better place. You have to instill that sense of purpose and pride in customers. They have to know that their money is going to mean something. People know the ACLU is going to fight for them. They know Planned Parenthood is going to go to battle for them. What hope are you giving your donors?

Healthcare: Getting Your Message

Healthcare is facing harsh realities. Rules are being put in place that hurt healthcare. To respond to the changing tides, Healthcare systems need to make the case known to their donors how important philanthropic giving is. Donors needs to realize the pivotal role that they play in ensuring that the community will continue to receive the best possible care. What this country is also facing down is the fact that too many counties and small towns don't have access to the doctors and providers that can help their families. Some have to travel for miles just to receive proper care. There is something wrong in this and donors must respond.

How do we get the message out there?

Tell the story: Make your donors aware of the complications that you face and how you need their assistance at this most critical hour. To do this, highlight the men and women who help make your hospital the best that it is. The nurses who work day in and day out, the physicians who take calls late into the night. People want to know you're there for them. And they want to hear from you.

Patient Testimonials: Hear from patients and patient families. Reach out to them, learn who they are, and share their stories across your web and social media channels. Connecting a personal story to a giving initiative can go a long way in reaching donors. It puts a face to the cause and emboldens people to give.

Events: Small and large-scale community events will help get the word out about what you are facing. Create events that honor cancer survivors, your Pediatric units, your Labor and Delivery units. Create events that engage not only your employees and their families, but the families in the communities in which you serve. Come to their town, connect with their residents, show that you are there for them.

Too many healthcare systems are strapped for funds, too many are in dire circumstances. It's essential that healthcare systems show the value in contributing and it's time that donors become more consistently engaged.

 

 

Non-Profits: Look to Now

If your Facebook feed is anything like mine, it is filled with daily news articles about what's been happening in Washington. The hardest hit, it would seem, are the non-profit, advocacy groups, and community agencies that support so many groups. 

Here is my question: how are you going to respond? Here is my solution: you need to keep fighting. You need to keep reaching your donors. You have an active pool of donors who want to wise up, act up, volunteer, and get out there and pound the pavement. You have to reach them. 

The Action Plan:

Tell your story: Focus on the story of your organization. Showcase how you have fought for years to protect the rights of citizens. Show the world how you have been out there, plotting and mobilizing. Your history matters. It brings people into your story. It connects with older donors and rallies younger donors. Tell your story, honor the stories of today, and honor the stories of your audience. They donate because their story is tied to your mission, your history, and your purpose. Bring them back to the "why" they are giving.

Get the message right: Think about what you want to say. Think about what matters to you. Focus on the tangible action items that will bring you into the next chapters ahead. What matters right now? What needs to be solved right now? What are you fighting for right now? Consider how your message is reaching those audiences. What avenues are you using?

Get the word out: If it's a rally, get people to attend it. Get the message right. Create branding materials, create videos, let your staff loose with their iPhones. Bring your message to the voices of your community. If it's a campaign video, interview the right people, create a narrative that walks the viewer through your story. Make it more than just a company profile. Make the viewer realize how vital their donations are right now. If it's social media, engage with your audience, pose questions, include them in the dialogue, and connect with fellow thought leaders. Too many times, non-profits work in silos. Don't. Not anymore. The rules have changed. It's time for your rules to change, too.

These are just a few ways of making sure your message finds its way to an audience who needs it. To learn more, drop us a line. We'd love to help.