- Frank OBrien

368 words on nonprofits and the shifting media landscape

The fractured media landscape we discussed last week in the Trump context impacts charitable and humanitarian nonprofits as much as electoral and advocacy groups.

Bottom line: Nonprofits risk losing connection with our audiences unless our messaging reflects a communications climate dominated by short attention spans and a flood of efforts to attract and distract the people we’re trying to reach.

No one has all the answers. But here are some opening thoughts.

Will the content you’ve created attract and hold peoples’ attention? If you can’t honestly answer “yes,” reshape it. Add new information, an unexpected turn of events, a brand new angle of vision.

Remember that evoking emotion is the surest gateway to gaining attention.
Don’t confuse showy tactics that “trick” people into paying attention with authentic approaches that genuinely gain attention.
Are you saying the same thing, the same way, over and over again? Very predictable content bores people. Surprising content excites and engages them.
Online remember that periodic short periods of intense contact attract
more attention than a slower drip by drip messaging cadence.

Use research to learn all you can about where your audiences direct their attention.
Don’t just ask where they “get news” or “follow public events.” Explore whatever draws their attention — podcasts they listen to; celebrities and influencers they follow.

Don’t buy into political pundits disparaging “legacy media.” Key parts of your audience (especially older ones) still read The New York Times, watch Rachel Maddow and read the Atlantic.
Just don’t concentrate solely on gaining legacy media attention. Broaden out.

Especially for progressive groups, be alert to Substack as a place where thought leaders (and their followers) look for information and inspiration.
A Pew Knight study found that one-in-five Americans – including 37% of adults under 30 – regularly get their news from social media influencers. So cultivate influencers especially those who already have reach into your audiences.
Seek attention on podcasts and other venues where the conversation is mostly cultural and only 10% or 20% political or current events focused.

I’ll have more to say about culture-centered strategies in upcoming posts. Meanwhile I hope these ideas help your messages break through in the contest for peoples’ attention.