Mission ISpossible(If You Have the Right Message)

Learn more at www.mission-minded.com/RMPI

“So, what does your organization do?”

AgendaCase Study: RRAK and Children’s Council of San Francisco

Message Basics

Minute Message Model • One Minute Message

• Two Minute Message

• Five Minute Message

• Ten Minute Message

By the end of this session You will know how to create messages that:

...Provide an inspiring vision.

...Paint a picture of your impact.

...Are interesting to your listeners.

...Use your time well.

Case Study

RRAK

Children’s Council of San Francisco

Hold that thought...

Message Basics

Use your name.

Avoid jargon.

Never assume.

Repeat, repeat, repeat.

Make it personal.

Highlight benefits, not features.

A good message points to the problem you are trying to solve.

A good message highlights the impact of your work.

A good messagereminds your audience members why they should care.

A good message adds an emotional connection.

The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.”

-Donald Calne, Neurologist

“

Pop quiz!

RRAK

Children’s Council of San Francisco

One Minute Message

Define simply.

Give high-level information.

Share your vision.

Build comprehension.

Suggest the problem you solve.

When to Use It

In an elevator

At a party

When introducing yourself to a group

When speaking to donors

On your home page

At Challenge Success, we believe that our society has become too focused on grades, test scores and performance, leaving little time and energy for our kids to become resilient, successful, meaningful contributors in the 21st century. Every day, we provide families and schools with the practical, research-based tools they need to raise healthy, motivated kids. Success, after all, is measured not at the end of the semester, but over the course of a lifetime.

Dear Friends,

2400 SAT score. 72nd percentile. 98 pounds. In a sound bite culture, it’s easy to forget that kids aren’t just numbers. At Challenge Success we know that every child has his own story and his own path to success.

We started Challenge Success because, as mental health and education-reform experts, we knew

we had to speak out against a culture shaped by a “more is better” mindset that robs our children of

their childhood and harms them physically and mentally. We want to encourage kids to experiment,

take risks, and explore their particular skills and interests. We want kids to achieve their personal

best, but we believe that achievement will (and should) look different for different kids.

Over the past eight years we have made great strides in working with schools and families to ensure

that all children are healthy and engaged in school. We are encouraged by a renewed national

dialogue about what’s best for our children academically, physically and emotionally. In the past year,

we have completed a strategic planning process which has focused our efforts to reach more schools,

families and communities. Over the next several years, we will be expanding our existing schools

program into new geographic areas, developing new parent education offerings, and conducting

more in-depth research on the changes our schools are making and how they are improving student

health and well-being.

2012 promises to be a great year! The generous support of our donors, advisors, staff and volunteers

allows us to continue our work. We value your many contributions. We know our success depends

upon your help, and we are incredibly grateful for your support. We sincerely hope that you will keep

pushing us to do our best for the youth we serve. Together we can ensure that no child is overlooked,

undervalued or marginalized.

Sincerely,

Lisa Stone Pritzker Chairperson of the Board

Maureen BrownExecutive Director

(Name of Organization) believes ___________.

Every day, we ___________ ___________ for

___________, because ___________.

Deeply Held Value

Verb Object

Constituents Problem Statement

Performing Arts Workshop believes that arts

education teaches critical thinking skills that are

vital in a 21st century economy. Every day, we

teach art in schools for a whole generation of kids— 

especially low-income kids, because without it,

they’ll be unprepared for work and life.

Exercise Write your own One Minute Message

Two Minute Message

Start with the One Minute Message, and then:

Explain why your organization and work is needed.

Illustrate the problem in society you exist to solve.

Why problem does your organization exist to solve?

What’s the challenge that only you can solve?

When To Use It

When the One Minute Message piqued interest

In an appeal letter

At the start of board meeting

At the start of a meeting with a donor or volunteer

Five Minute Message

Explain the impact of your work.

Illustrate the benefits of supporting your organization.

Tell a story.

When To Use It

When a donor or volunteer shows interest in knowing more

During a speech

In an article in your newsletter

On your website (not the homepage)

Show, don’t tell.

Storytelling

1: Introduce character(s)

2: Explain plot/conflict

3: Share resolution/outcome

Exercise Outline a story about your organization.

Ten Minute Message

Detail how you achieve results.

Explain programmatic details.

Name operational specifics.

Invite the reader/listener’s participation.

When To Use It

In your annual report

In a proposal to a new donor

On your website (not the home page)

How?

You probably already have these.

Audience-specific

Questions?

Thank you.