I was just emailing with Cara Taback, my former colleague and supervisor from City Harvest, a food rescue organization in New York City. We were talking about resonance and differentiation in messaging, and it made me think of an important lesson I once learned from a stranger who had tagged us in a Twitter post.
As a part of the External Relations team, we would regularly share statistics about hunger and food insecurity in New York City, along with statistics about the scale of our food rescue efforts.
One day, someone posted a picture to Twitter and tagged City Harvest. It was a picture of a few bags of bagels that a store had thrown out at the end of the day. The person was outraged that the store owner hadn't called City Harvest to rescue that food.
A social media firestorm ensued against that company. The replies and retweets came flooding in from the public, sharing the same basic sentiment -- "how could you throw this food in the garbage when so many people are going hungry in this city?"
People were OUTRAGED...not by the statistics explaining how many New Yorkers live in poverty, or how tens of thousands of New Yorkers turn to soup kitchens every single day.
They were outraged by the visual of perfectly good food sitting in a garbage can.
Good marketing isn't just what you say. It's HOW you say it, and how you show it. It's about resonating with your target audience, aligning with their values, and inviting them to join the cause, so to speak.
At the end of the day, it's about figuring out what kind of messaging will move your customer (or donor) to take action.