Six Key Attributes of Sticky Messages
Ross, director of U.K.-based consultancy The Management Centre, analyzed the following six key attributes of successful messages:
1. They’re simple
There are four key categories for fundraising propositions, Ross said: opportunity (something positive can be gained in the right now from funds raised), vision (something positive can be gained in the future), crisis (something negative will happen immediately if funds aren't raised) and risk (something negative will occur in the future if funds aren't raised).
- People:
- Bernard Ross
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