We at Doing Good Marketing are inspired by the writings of Aristotle, who taught that different “modes of persuasion” should be used for different situations. For example, you’ll want to message one way to a family visiting your school for the first time and another way to a major donor considering an annual gift. And you’ll want to use your brand strategy as your road map for both types of messages.
We use the “ethos message” to build understanding for your organization among those who don’t know it. Ethos is an appeal to ethics and is a means of building credibility. Writing your organization’s ethos message is one of the most difficult exercises you’ll undertake—there is so much to say and so little time. We don’t recommend you try this at home!
The “logos message” seeks to move a prospect from connected to engaged. Logos is an appeal to logic and is a means of persuading using reason. Writing your organization’s logos message involves articulating the reason your organization was founded—what it is your mission to do—and often includes referencing the societal need your organization serves. You can try this at home but you’ll have more fun if you include us!
Finally, “pathos messages” elevate stakeholders from engaged to enthusiastic. Pathos is an appeal to emotion and is a means of evoking an emotional response. Writing your organization’s pathos messages is a heartwarming experience and one that will remind you why you do what you do. We love writing pathos messages and take great pride when goose bumps (and major gifts) are the result!