The humble, utilitarian airport gets little respect. But, airports offer a surprising number of lessons for nonprofit organizations trying to get audiences to understand and embrace their messages.
Here are four ideas I picked up on a recent trip.
1. Offer shortcuts
The people who read, view and listen to your messages are not unlike travelers.
In a big airport, if you are stuck needing to go from one terminal to another in short order, there is probably a tram. Persons with disabilities can ride on a golf cart. You might get a breather for a shorter distance via moving walkway. Or, if you are feeling more leisurely about your layover, you can walk.
Just like travelers, your audiences will appreciate options that suit their needs for the particular circumstances in which they find themselves.
For some people on some days, that’s a gorgeous print magazine with 3,000-word, in-depth articles. But, if you are not providing that content in an easier-to-grasp mobile app, those in a hurry—or those who just prefer mobile apps—will pass.
2. A little pragmatism can go a long way
How happy would you be with an airport where you couldn’t find the restrooms? Sometimes people already know what they are looking for. They just need you to show them the way.
Among the things I appreciate about airport signage, is that the signs are big, and include not just clear words but clear graphics.
No one tried to be overly creative with fonts and colors on these restroom signs but they are spot on for what they need to do. Note the placement and the contrast. Also, there’s repetition from different angles.
Think about what your audience will be looking for. Then boldly put that message where they would expect to find it (you’ll need to do some testing).
This is particularly important for your call to action. If you’re doing your marketing right, than people will look for ways they can get involved and help. You want them to join your organization, make a gift, sign a petition, whatever it may be, make sure they won’t miss that when they seek it out.
3. Let them in on the fun
This interactive advertisement was getting lots of attention, and not just from kids. Whenever someone touched the big red umbrellas, they dispersed into hundreds of tiny umbrellas. It was unexpected, surprising and compelling—the digital equivalent of turning down a country road and slipping your arm out the window to ride the wind.
How often do your communications include a sense of wonder, whimsy or fun?
Do they make people smile, laugh, reach out to touch, or want to share it with someone?
Consider adding in a chance for audiences to interact with your brand story in a fun way. New medias are making that more and more possible every day. Think augmented reality, instagram photo contests, a twitter retweet challenge, text to vote, etc. Though the concept is the same even if you don’t go digital.
4. Offer refreshment
The best airports have lots of options for food and drink in lots of places. People have things to do and places to go. But they will always drift toward what gives them energy back.
For nonprofits, what you have to offer can be just as welcome as a refreshing drink or a bite to eat. Show how your organization makes a difference and offers ways for people to be a part of something larger then themselves.
Just like a whiff of freshly baked muffins reminds passersby that they are hungry, your messages need to communicate that your organization does good in the world and that being a part of it feels good.
A bar chart is too abstract, photos from your last gala could leave people feeling inadequate, and talking in aggregate about the people you serve can make their problems seem overwhelming. You need emotional content that shows the real impact of your organization’s work.
Just like a food court beckons to someone who hasn’t eaten all day, let your audience know that getting involved with your organization means they can help in a tangible way. And refresh their weary souls in the process.