# Are your charity's communications speaking to your readers personalities?

- Link: https://fundraising.co.uk/2008/12/17/are-your-charity039s-communications-speaking-your-readers-personalities/
- Published: 2008-12-17T12:41:01+00:00
- Author: Howard Lake

At a recent workshop I spoke about four different types of our personality and the
way they interact with a charity’s newsletters, appeals, emails and other communications.

Think about it for a moment:

There is the Amiable you who seeks to connect with others through stories and images.

## Advertisement

Then there is the Expressive you who is looking for what is new and exciting. They
are looking for interesting opportunities to get hold of in changing the world.

The Sceptical part of you who is looking for statstical evidence and background 
information on how the charity is making a difference.

Finally, there is the Bottom Liner you who wants to find out quickly what to do 
next?

Do your charity’s communications offer something that speaks to different aspects
of your readers personalities:

– the human interest stories of transformation that capture the heart of the Amiable.

– the exciting new opportunities for service or for giving that keep the Expressive
interested and engaged.

– the testimonies from beneficiaries of your work and statistical data that help
the Sceptical see how your charity is making a difference and the money is well 
spent.

– the clear and compelling calls to action that encourage the Bottom Liner to take
action quickly and at their convenience.

In the next 20 minutes take your charity’s latest newsletter or appeal and put it
through the four personalities test – does it pass with flying colours or fail? 
What can you do to improve them?

If you are looking for free resources and insights to help you grow in your effectiveness
as a fundraiser why not sign up to our monthly e-briefing at: www.mcconkey-johnston.
co.uk

Redina Kolaneci

Senior Fundraising & Stewardship Consultant

McConkey Johnston International UK

w: www.mcconkey-johnston.co.uk

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