As most of the world knows, we have an important election coming up in the United States next month. Voting has always been important and as cliche as it might sound, this year seems even more important than ever. However, I’ll skip writing about that particular election since most readers already know what I’d say and would most likely agree. (Spoiler alert: Vote Blue.) Instead, I want to talk about another kind of voting.
Whether you’re a for-profit or a non-profit organization, people are casting votes for and against you every day. There is one common denominator to winning these and most all other votes: Make voters feel part of something bigger than themselves.
CURRENCY VOTES
The for-profit variety (aka customers) and the nonprofit variety (donors) cast the most obvious kind of vote. Although motivations differ in every situation and with every organization, these voters are there because of themselves, not because of you.
Nonprofits. Even constituents of nonprofits show up because of themselves, not because of you, no matter how impactful your work or how many people you help. They show up because they want to feel something. They want to feel like they’re a part of something bigger than themselves. They want to feel like all the other good people they admire. Some may want a place to pay back the Universe for its good fortune.
That’s why your message has to appeal to them on a very personal, emotional level. It’s less about how many people you help, and more about how your donors’ support is integral to helping others. The difference is nuanced, but important.
For-Profit. Your message to them has to focus on the results, absolutely, but it also has to tap into how customers will feel before, during, and after working with you. They are not voting for you because of your products’ features. They are voting to reach a specific goal and find something that’s missing in their life—confidence, security, love, etc.
Here, too, connecting these emotions to membership in a literal or virtual community is a powerful way to earn their trust and their vote. Think of the passion behind the brand loyalty to Apple, especially the iPhone. Think, too, of the passion behind the anti-iPhone group. BWM, Yeti, Harley Davidson, or even movements like craft beers and pickleball appeal to others because of the communities they offer.
EMPLOYEES
Employees vote with their attitudes, their creativity. They vote with the positive energy they bring to your world. They vote with their enthusiasm. Or, they vote with their lack of all those things.
The reason that employees come to your polls is not because of paycheck, at least not exclusively. They have registered to vote with you for a host of reasons—to follow a passion, an interest, or desire; to grow professionally; and, in many cases, again, be a part of something bigger than themselves.
Your message to them has to speak to those reasons. It can’t just be about the pay and benefits. Talk to them about their impact. Show them how their contributions add to something greater than their individual sums. Express, with sincerity and authenticity, your appreciation.
BENEFACTORS
For social service nonprofit organizations, it’s important to remember that the people you serve often have a vote as well. They vote with their trust and their vulnerability. They vote with their hopes and dreams.
When courting their votes, remember to reiterate both respect for them and their journeys as well as gratitude for their trust. Win their votes by reinforcing that they are not alone. They are part of the ultimate entity greater than ourselves—humanity.
WRAP UP
All of these groups vote another way—with their reviews, both positive and negative. Always remember to encourage them to talk to you directly about their bad experiences and the world about their good.
SIDE NOTE: This concept is integral to winning political elections as well. Check out this astute observation about the MAGA movement from David French of the New York Times, “What Liberals Miss About the MAGA Movement.”
