It’s totally understandable, given the remote, digital world we’re living in, that we continue to be asked about effective virtual communications. Just recently I was asked to speak to an audience of executive directors from several nonprofits on just that very topic. I’d like to share with you two of the key principles covered that evening, in addition to suggesting you listen to a previous episode of Minute with Messaging™ titled, Staging an Impactful Digital Experience.
The first principle I believe is critical to the success of any virtual occasion, large or small, is what we call Planning before Platform. By that I mean thinking through your intentions before considering what a platform’s technology can do. Plan what it is you want to accomplish and the experience you want to provide.
Along the lines of planning – practice. Practice each step to be taken. Because demands on bandwidth can vary, schedule your run-through under as similar circumstances as possible. If your online event takes place at 6 pm, but you do the run-through at 2 pm the afternoon before, you may discover too late that many more people than you prepared for are using up bandwidth from where your event is originating during the evening hours.
To cut down on the number of hand-offs and the glitches that come with them, think about what part of your program can be pre-packaged on video. If, as Executive Director, you decide to record your remarks in advance, don’t aim for perfect delivery. A little stumble, even some off-script remarks can help make the pre-recorded message feel authentic.
A second principle for effective virtual communications is Leaning into Intimacy. [Got your attention now!] This has to do with what you want your digital audience to feel. Research has determined that we are neurobiologically dependent on emotion for making decisions and retaining information – two primary objectives for any digital exchange. Greeting people, taking time to be personable, and making small talk to help people feel welcome, are items literally worth adding to the agenda to ensure that they happen. Intentionally building time for warmth is important for creating connection.
One of the Executive Directors I was speaking to asked how to overcome the lack of connection he felt when people are talking through computer screens in virtual conversations. He was going to be asking major donors for generous contributions to his organization’s capital campaign and wanted to know how he could add emotion to those online visits? One answer was rather than speaking from his office or against a nondescript background, I recommended he put himself in a setting reflecting the focus of his appeal. If, for instance, he would be asking a donor to support building an expanded children’s counseling area and library, be seated in the space needing additional funds, against a relevant backdrop and surrounded by visuals representing the children to be helped.
Intimacy in a virtual exchange can also be improved by limiting the number of participants so that faces aren’t sized down to a sea of puzzle pieces. Making eye contact by looking at the camera lens on your computer, rather than down at the screen, can also enhance making a connection.
Although we’ve all become more comfortable with the digital technology we’re relying on right now, there is still a certain level of intimidation. Just remember, technology is simply the tool, the vehicle, just like radio, then television, then websites, then social media. Content is still what’s key. What are you communicating and why?
I’m Kelli Newman and this has been a Minute with Messaging™. To learn how your organization can benefit from Newman & Newman’s communication strategies, visit our website at NEWMANandNEWMANinc.com. And don’t forget to subscribe to this podcast on your favorite platform so you don’t miss an episode!
