Adapting your voice: A key to effective communication
MEDIA BYTES
By Rev. Marty Levesque
YOU NEED a different voice for different communications because effective communication is about connecting with your audience.
The way you speak, write, and present information must be tailored to the specific group you're addressing. Using a one-size-fits-all approach often fails because different generations have unique communication styles, values, and expectations.
Consider stewardship, stewardship appeals and capital campaigns. The way you appeal to a Boomer is fundamentally different from how you approach a Millennial or a member of Generation X.
Boomers (born 1946-1964) often value tradition, respect for institutions, and a clear sense of purpose. A fundraising appeal to a Boomer should be formal and direct. It should emphasize the credibility of your particular church, its long-term impact, and the tangible results of their donation to the parish. The letter might be a traditional, physically mailed letter, and the language should be respectful and professional, focusing on the legacy they can leave.
Generation X (born 1965-1980) is often described as independent and pragmatic.
Gen X is known for its skepticism and a desire for authenticity. A stewardship appeal to Gen X should be concise and to the point. They don't want fluff; they want to know the "why" and the "how." The message should highlight the efficiency and transparency of the church, focusing on how their contribution will solve a specific, identifiable problem. Emails and targeted social media campaigns can be effective here in addition to a written letter.
Millennials (born 1981-1996), as digital natives, are highly connected and often motivated by social causes and personal impact. An appeal to a Millennial should be authentic, relatable, and visually engaging.
It should tell a compelling story, often through video or social media posts, and emphasize the community aspect of the ask. They want to see how their contribution can make a big difference and be part of a larger movement. Peer-to-peer fundraising and mobile giving options are often successful with this group.
Ultimately, mastering the art of adapting your voice is about empathy and coming alongside parishioners. It requires you to understand your audience's perspective, their values, and their preferred mode of communication.
By tailoring your message, you ensure it resonates, leading to a more effective and meaningful connection and ultimately a successful stewardship campaign.
Rev. Marty Levesque is the rector of All Saints’ in Waterloo. He served as diocesan social media officer.
Photo: Jason Rosewell/Unsplash