So Glad You Asked!

Overview• Answering a Difficult Question

• Explaining and Building the “New” Message Wheel

• Practice

Objectives• To better understand and be able to use the Message Wheel

• To be better prepared to answer difficult questions in a clear and concise manner

• To gain confidence when giving a consistent American Cancer Society message

Think Before You Answer

• What are they asking?

• Focus on a mission-related response

• “So Glad You Asked!”

• Answer the question

• Use the message wheel

• Thank them for their interest

The Message Wheel

Message Wheel Structure

FightingBack

FindingCures

GetWell

StayWell

VALUEPROP.

Value PropositionTogether with our millions of supporters,

the American Cancer Society saves

lives and creates more birthdays by

helping you stay well, by helping you

get well, by finding cures, and by

fighting back.

Helping You Stay Well

Helping You Stay Well

We help you take steps to prevent

cancer or detect it at its earliest, most

treatable stage.

• Help you quit smoking

• Get the right screening test

• Live a healthy lifestyle

Helping You Get Well

Helping You Get WellWe’re in your corner around the clock to

guide you through every step of your

cancer experience.

• Make informed decisions about your care

• Helping you find moral support

• Practical solutions to daily challenges:

transportation, lodging, navigation

Finding Cures

Finding CuresWe fund and conduct groundbreaking

research that helps us understand

cancer’s causes, determine how best to

prevent it and discover new ways to

cure it.

• Largest private source of cancer research funds

• Played a role in nearly every major cancer research

breakthrough

• Developed drugs to treat leukemia and breast cancer,

proved mammography as effective screening

Fighting Back

Fighting BackA grassroots force of citizen soldiers,

we work with lawmakers to pass laws to

defeat cancer and rally communities

worldwide to join the fight.

• Increasing government funding for cancer research

• Improving access to affordable, quality healthcare

• Events like Relay For Life and Making Strides Against

Breast Cancer

Now, It’s Your Turn

©2009 American Cancer Society, Inc. No.0052.20

Thank You!