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Creating Donor Centered Communication

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Epideictic: (Ceremonial), Ground Breaking, Donor Recognition Events, Memorials, ... Mixing genres: deliberative elements mixed in epideictic events (vice versa) ... – PowerPoint PPT presentation

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Title: Creating Donor Centered Communication


1
Creating Donor Centered Communication
  • What can Aristotle teach us about raising money?
  • Bob House
  • Pima Community College

2
Topics
  • Symbols, Communication and Rhetoric
  • Organizational Ethos
  • The Rhetorical Problem
  • Genre and Argument

3
  • Creating Reality

4
Reality and Meaning
  • Language __________ Reality.

5
Rhetoric and Meaning
  • Meaning is symbolic
  • Meaning is negotiated
  • Meaning is creative
  • Meaning is derived in context
  • Shared meaning requires persuasion
  • Rhetoric is Persuading

6
  • Words and other symbols
  • create reality
  • and influence behavior

7
All Communication is Persuasive
(rhetorical)Regardless of your
intentionRhetoric makes intentionality a
choice
8
Symbols R US
  • When was the last time you examined the key words
    and other types of symbols you use to describe
    your organization, mission, outcomes?
  • Do the connotations suggest meanings
  • that you intend or that you inherited?

9
Aristotles Ethos
for we believe fair minded people to a
greater extent and more quickly (than we do
others) on all subjects in general and completely
so in cases where there is not exact knowledge
but room for doubt character is almost, so to
speak, the controlling factor in persuasion
10
Organizational Ethos
  • Organizational Ethos is the perceived character
    of the organization
  • When loyal donors see the organization they see
    themselves

11
Creating Ethos
  • Rhetors create identification between him or
    herself and the audience
  • Rhetors state shared truths
  • Rhetors speak to common interests not differences

12
Creating Ethos by appealing to the nobler
values of the audience
  • Ask not what your country can do for you, ask
    what you can do for your country JFK, 1961

13
Speakers Creating Identification
  • As I would not be a slave, I would not be a
    master Abraham Lincoln, 1865
  • We are a people trying not only to solve the
    problems of the presentbut to fulfill the
    promise of America Barbara Jordan, 1976

14
Understanding your Rhetorical Problem
  • Purpose goal, ends vs means
  • Audience immediate, target, created, agents of
    change
  • Persona rhetor / audience relationship
  • Karlyn Kohrs Campbell, the Rhetorical Act

15
Donors and Potential Donors
  • Immediate audience (everyone who received the
    golf tournament invitation)
  • Target audience (those who paid to play or agreed
    to sponsor)
  • Extended or secondary audience (anyone else who
    noticed, even after the event)
  • Agents of change (the two real donors who
    demanded you put the damn thing on)

16
Rhetorical Problem, cont.
  • Tone attitude toward the subject and audience
  • Evidence visuals, analogies, stories, experts,
    stats
  • Structure organization of what is being
    communicated
  • Strategies language, appeals, argument

17
Creating Rhetoric that fits the Occasion
  • Epideictic (Ceremonial), Ground Breaking, Donor
    Recognition Events, Memorials, Anniversaries,
    etc.
  • Deliberative (Problem/Solution) Case Statement,
    Marketing, Fund Raising Letters, Address to the
    Board or Donors, legislative, etc.
  • Forensic (Establishing Facts) Defending your
    organization, legislative or judicial.

18
Understanding the Genre
  • Forensic Issues of Fact
  • Deliberative Issues of Policy
  • Epideictic Issues of Value

19
Obstacles to Rhetoric
  • Organizational Ethos
  • Donors prejudices
  • Competing Noise
  • Argument and Evidence

20
Why doesnt it work?
  • Mixing genres deliberative elements mixed in
    epideictic events (vice versa)
  • Creating a symbolic ethos that appeals to the
    organization but not your donors
  • Appealing to the target audience but not the
    agents of change

21
Applications
  • Mission statement (for whom?)
  • Marketing materials (target or agents of change)
  • Thanking (polite or rhetorical)
  • Events (to what end)
  • Iconic Symbols of your Organization

22
Rhetoric and Fundraising
  • Every communication act is a rhetorical or
    persuasive action
  • Every communication act conveys intentionality
    (be conscious of your intention)
  • Every communication act creates reality
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