Key messaging tactics.
Guidance to help your messaging and materials land – and translate into action.
Connect to what people already want and do.
It can be difficult to motivate residents to prepare for an emergency that may or may not happen, may or may not have significant consequences, and is seen as taking time or money away from more pressing concerns. Emergency financial preparedness messaging works best when it connects to what people already want and do. With this framing, emergency financial preparedness isn’t a new task; it is a natural continuation of what residents are already doing to reach and protect their goals, and it readies them to handle whatever comes their way.
What to do and what to avoid.
Lead with the here-and-now, not the catastrophe.
A future, potential disaster is a tough ask for someone managing today’s bills. Anchor in a financial goal or shock that already feels real and let the same preparation cover the big disaster, too. Leading with the here-and-now doesn't mean dropping the disaster. Keep it, because it's what gives your city or county a reason to be talking to residents about their money, and it supplies timing, since hazard seasons and nearby events open windows of attention that everyday financial messaging doesn't. Residents also translate "emergency" into whatever is most real to them, so the frame does double work as long as it isn't carrying the whole ask.
“A disaster could strike at any time: are you financially ready?”
“A car breakdown, a layoff, a storm – emergencies come in many forms. The same steps help make sure you’re ready for all of them.”
Don’t tell people what to do; offer help.
People already know they should save for emergencies, have insurance, and improve their credit. Many residents have had emergency savings and had to spend it down or good credit that got ruined by a scammer. Route to help instead of simply telling them what they should do or issuing instructions.
“You should build an emergency fund.”
“We can help you build a cushion to protect what you work hard for.”
Don’t fearmonger and don’t trivialize.
Our research shows that the most effective messaging is serious, not scary, and recognizes residents’ hard work. Fearmongering and images of flattened homes can make people look away – both because they can be too frightening to contemplate and because they can be ignored as someone else’s unrelatable catastrophe. At the same time, trivializing emergencies – like piggybank imagery or telling people to “just set aside a couple of dollars a day” – can come across as naive or patronizing.
Lower-income, more vulnerable residents may assume that financial preparedness is something for people with more to lose. Messaging to these audiences works best when it recognizes their resilience rather than warning them about loss to property or assets.
“One disaster could wipe out everything you've worked for” or a cheerful piggybank graphic reading “Set aside money in case of emergencies.”
“One emergency shouldn't undo years of hard work. A few steps help protect what you've built.”
"You know how to get through tough times. We want to help you weather emergencies with more money in your pocket."
The city/county is part of the message.
In a landscape rife with scams, featuring the city, county, or trusted community organizations signals legitimacy and helps cut through the noise. It’s not just adding your logo; it’s telling people that the city or county wants to help.
“Meet with a free financial counselor to improve your credit score.”
“The City of [X] wants to help you improve your credit score.”