1.
So what? Tips for making people care
Psychology of communications conference

2.
Work that matters. Creative Concern.
Creative Concern believes that creative,
compelling and compassionate communications
can make the world a better place. For us, great
ideas and good values go hand in hand. We care
about what we do. We care about what you do.
Hello.

3.
Let’s get started…

4.
Work that matters. Creative Concern.
We care about… loads of things

5.
What issues do you care about?
Up to 10
60 seconds
Go!

6.
How many do you genuinely take
action on?
Volunteering, conscious behaviour
change, protests and marches

7.
Work that matters. Creative Concern.
“Altrusim, generosity, solidarity and civic spirit
are not like commodities that are depleted with
use. They are more like muscles that develop and
grow stronger with exercise.”
— Michael Sandel, What Money Can’t Buy
We are good.

8.
Care vs. Action

9.
21
EXTRINSIC
VALUES THAT ARE
CENTRED ON EXTERNAL
APPROVAL OR REWARDS
EXAMPLES
WEALTH
MATERIAL SUCCESS
CONCERN ABOUT IMAGE
SOCIAL STATUS
PRESTIGE
SOCIAL POWER
AUTHORITY
EXAMPLES
AFFILIATION TO FRIENDS & FAMILY
CONNECTION WITH NATURE
CONCERN FOR OTHERS
SELF-ACCEPTANCE
SOCIAL JUSTICE
CREATIVITY
INTRINSIC
VALUES THAT
ARE INHERENTLY
REWARDING TO PURSUE
Source: Common Cause Foundation

10.
Source: Common Cause Foundation
We work with disabled people at every stage
of their lives. We believe that disabled people
should have the same opportunities as
everyone else, enabling them to live the lives
they choose. Yet today, disabled people are
more likely to live in poverty, more likely to
experience negative attitudes or prejudice,
and are more likely to live alone. They still
face marginalisation and discrimination.
We work with disabled people and their
families at every stage of their lives. We
believe in giving disabled people the chance
to achieve greater success in their lives, so
they can fully contribute to the economy.
Yet today, disabled people are more likely to
be unemployed and receiving benefits.
12What do we mean?

11.
would love to i will if you will not on your nelly

12.
Activating our intrinsic values
AKA
Communicating

13.
Please put the correct details into the table
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update on ALL master pages. Please click
‘fit’ on each footer table (in format/table/
row & column size) of the master slides to
make sure the information fits on each.
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Client name. Job/project name | 5 July 2018 | Copyright © 2018 Creative Concern

14.
Where’s the head at? 16
The head
Make a clear
case
Be factual but
avoid full WONK!
Identify their
starting point and
start with them
Don't
overwhelm
What do
they need to
know - what
can wait?

15.
Making the heartbeat 17
The heart
Embrace
emotion
Don’t be
scared to be
different
Don’t over egg
it!
Us + you =
making a
connection

16.
Taking their hand to action 18
The hand
What's the
ask?
Is it a
simple as
possible?
What do I do
next?
Be realistic
What’s the
result?

17.
Top tips!

18.
Work that matters. Creative Concern.
Listen and
learn

19.
Make things
beautiful

20.
Make
difficult
easier, without
dumbing
down

21.
Take risks and
cut through

22.
Take risks and
cut through

23.
Talk normally

24.
CAN YOU SEE THE LANDMINES?
THEY CAN’T EITHER.
GIVE NOW AND SAVE LIVES.
Children running down a path
in Luau, Angola. On both sides,
there are landmines.
Emotions beat
rationality
Balance fear
with optimism
Build your
story

25.
Build your
story

26.
Win the
centre?

27.
merseytravel.gov.uk/arrivehappy
The world at your feet.
Same commute,
new route.
Cynthia,10-minutewalkfromthecitycentre
Arrive
happy.
That’s how we roll.
Gary,15-minutesbybike
merseytravel.gov.uk/arrivehappy
Make it
relatable
Build shared
values

28.
Have fun
Make
difficult
easier, without
dumbing
down

29.
Embrace silly

30.
Trust your gut
Make it
shareable

31.
Top tips at a glance 33
Make things
beautiful
Make
difficult
easier, without
dumbing
down
Take risks and
cut through
Balance fear
with optimism
Talk normally
Emotions beat
rationality
Build your
story
Have fun
Embrace silly
Listen and
Learn
Win the centre
Build shared
values
Trust your
gut*
*Sometimes!
Make it
relatable
Make it
shareable

32.
Work that matters. Creative Concern.
-Can you distill your goal? Try 15 words or less!
-Are you really open to new ideas?
-Are you speaking to people with stronger intrinsic or extrinsic values?
-Don’t envy or emulate what’s been done before, use it as your springboard to
something even more brilliant
A useful personal or team challenge

33.
ALTRIUSM
GENEROSITY
CIVIC SPIRIT

34.
Always say thank you :-)

35.
Work that matters. Creative Concern.
A recent survey with over 100 charities found that:
-one in ten charities did not thank new donors who gave a first gift of less than £10
-almost one in five charities who did not ever thank new donors giving less than £5
-over half of existing supporters giving online received nothing more than a bounce
back e-mail acknowledgement
But…
Source: John Grain Associates

36.
Using your thank you to build muscle and grow stronger 38
Thank you
You were
right to trust
us
You + Donor =
We’re a great
team
This is how you
made a
difference
We look
forward to
working with
you again
soon

37.
Don’t stop believing…

38.
Work that matters. Creative Concern.
“You must trust and believe in people or life
becomes impossible.”
— Anton Chekov
Final thought.

39.
Copyright © 2018 Creative Concern
Thank you
Jillian Griffiths
tel 0161 236 0600
email Jillian@creativeconcern.com
creativeconcern.com

40.
Psychology of
communications
- tools from the Behavioural Sciences
28 June 2018
London
#CCPsychComms

41.
Visit the CharityComms
website to view slides from
past events, see what events
we have coming up and to
check out what else we do:
www.charitycomms.org.uk