Masterworks recently conducted a comprehensive analysis of the social conversations happening around homelessness across America. We compared how the general populations in different cities talk about this topic on popular social networking platforms as a way to better inform how organizations speak to their constituents.
The goal was to ensure our fundraising in direct mail and digital speaks to the unique and individual markets where our rescue mission clients are located.
What we found was interesting…
- Populations differ, both in their concerns and in the style of their language, when talking about homelessness. For instance:
- People in New York City were more likely to talk about encounters with homeless people on the subway and on the way to work.
- People in West Coast cities, like Los Angeles and Seattle, with significant homeless populations and problems — and where homelessness is in the news regularly — were more likely to talk about it as it relates to encampments and tent cities.
- In Los Angeles, politicians and the political system were often blamed for the stubborn situation.
- We also saw that West Coasters were far more likely to use more politically correct language, such as “people experiencing homelessness” and “those who are unhoused,” than people in other areas of the country.
- Conversations in Tampa often focused more on an individual’s or a friend’s personal experience with homelessness. The homeless were more likely to be seen as struggling humans by a generally more empathetic population. People used more “me” language, and the tone was more empathic than in other places in the South, where the discussions were more likely to convey disappointment or contempt.
- In Washington, D.C., we found a lot of emphasis being placed on vulnerable people groups that experience homelessness, including women and children. There also seems to be more focus on hunger and finances. No surprise. D.C. is one of the most expensive metro areas in the country.
This clearly has implications for fundraising.
Understanding how people — and donors, especially — in different geographically, economically, and politically situated markets talk about the problem of homelessness can help us craft messaging and visuals that more closely align with donors’ views and experiences.
This research helped us develop profiles for each city that led to messaging and visual opportunities — ideas that can be the foundation of communication more likely to attract interested prospects, retain current donors, and reengage lapsed supporters.
It's a helpful reminder of the many good reasons to know your audience — what they think about a need, problem, or opportunity and how to speak to them about it.
What have you learned about your audience lately? I’d love to chat with you about it!
