The Battle for Hearts and Minds
Nonprofit professionals often find themselves frustrated by the way the public thinks and talks about the issues they care about. That broad public conversation—also called the public narrative—shapes the way our audiences consider the problems we seek to solve, and the solutions we propose to solve them. Shifting that narrative to one that is more complete, productive, or just plain accurate can be a bewildering prospect for any advocate. This workshop will break through the mystique of the public narrative, present clear strategies to identify the current state of hearts and minds around your cause, and offer specific ways you can begin to shift the way people think and talk about your mission. Along the way, we will examine how our own messaging may actually be making our problems worse, and strategies we can employ to make sure we are attracting more people, resources, and attention to your cause, not driving them away.
Audience: Executive Directors, Program Officers, Communications and Development Staff
- Identify the key themes, concepts, and frames that shape the public narrative around my issue.
- Learn how mindsets and framing shape our audiences, and how culture gets in the way of our messaging.
- Identify strategies to begin to shift the way people think and talk about my cause.
- Learn the most common communications mistakes that drive audiences, money, and support away from our cause, and how to avoid them.
- Identify the specific role my stakeholders – board, staff, and volunteers – can play in shifting the public narrative around my issue.