Fear is Not the Answer: Building Relevant, Authentic Connections Through Marketing and Development

Too often, I sit down at my computer for 30 minutes between tasks to crank out some compelling copy. With an inbox full of distracting urgent messages and not a single moment to stop and think, I fall on the tried and true standbys that can work just enough: my assumption of other people’s fears and dreams. And, oh boy, when you guess right, those things can really rev people up and spur them to act. 

But, even when you guess right, it’s possible that your marketing is creating harm. And when you don’t guess right, your marketing is both harmful and ineffective. 

There is another way. Let’s start by exploring why the ethos of fear and dreams work. 

This blog post was written by Ann Fisher-Jackson for Nonprofit Marketing Guide. To read the full post, click here.