Written by Becky Fitzpatrick, Digital Marketing Associate
Happy Earth Day! Today we are celebrating the nonprofits across the globe that are working to make our planet a cleaner and more sustainable place to live. Last week, Washington D.C. was home to Communication for Climate Change 2.0, a committee discussion focused on determining the best practices for disseminating information on climate change. Their talks revolved around one central question: “What is the most effective way to communicate climate change?” With a panel of energy experts, nonprofit leaders, and climate scholars, they concluded, “the world is still telling a story of fright, and threat, and risk.”
When composing direct mail and email campaigns, our writers keep in mind the most compelling methods of bringing awareness to readers and creating a high response rate. While fear may evoke a sense of urgency, it’s not always the most persuasive method for initiating organized actions. Touching on the effects climate change has already created is important, but it’s crucial to include the positive work people have done to deter it. Readers need to be reminded that it’s not a lost cause – they can still help.
Nonprofits concentrated on managing climate change and advancing sustainability methods should focus on the positive impact they have on their community. Tell stories of new local architecture with sustainable designs, employees who bike to work, or cities that have rebuilt after storms.
We know how difficult it can be to put a positive spin on fundraising campaigns for environmental conservation, especially when so many stories around this topic point out the devastating impact climate change has had on communities. Reach out to our accounts team for ideas on how to clearly communicate your goals and mission.