If your messaging isn’t getting through or your marketing campaign isn’t making a difference, it is probably for one (or all) of these three reasons. 1. Falsely assuming that information results in action. It’s tempting to assume that if people have information, they will act on it. But sadly, information doesn’t equal action. We know it’s healthy to exercise every day – but that doesn’t mean we’re going to do it. Inertia is a strong force. Good causes are forever in conflict with the status quo and business as usual. We can’t just lay out information. We need to create a compelling reason for taking action that beats doing nothing. In marketing terms, we need to improve our reward and lower our price.2. Forgetting that we’re not the audience. The messages that appeal to us aren’t the ones that necessarily resonate with others. Every assumption should be suspect until we understand our audiences’ mindsets. When we assume our audience thinks the way we do, we are at odds with the principles of marketing. We must think like the people we want to reach if we want to succeed.3. Treating marketing as an afterthought. Marketing and communications are often tacked on to a good causes’s efforts at the last minute. In treating marketing as an afterthought, we deprive ourselves of the great benefits that marketing can bring to all our work. A marketing mindset throughout every dimension of our cause can help us design more effective projects, better meet the needs of people we want to help, win us more resources and support, and motivate people to act.