THE VOICE OF THE LEADER - October, 2013
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THE VOICE OF THE LEADER October, 2013
Objectives
¨ Communicate the
“promise” – the value
your organization
creates
¨ Meet your audience
where they are at
¨ Illustrate a compelling
image of your
organization’s work
Our Voice
Challenges
Talking to Your Belly-button
¤ Mission Talk
¤ Grant Talk
¤ Insider Talk
¤ Acronym Talk
¤ Function Talk
Five Practices
Flipping Your Mission Engaging Your Public
Creating a Targeted
Finding the Right Glue Message
Evoking a Powerful
Talking in Pictures Message
Deepening Valuable
Building Milestones Relationships
Solidifying the
Capturing Value Relationship
Flipping Your Mission
Un-flipped “To carry out a system of national and international relief in time of peace, and apply that system in mitigating the suffering caused by pestilence, famine, fire, floods, and other great national calamities, and to devise and carry out measures for preventing those calamities…”
Flipped “People mobilize to help their neighbors—across the street, across the country, and across the world—in emergencies.”
Un-Flipped Communications
Mission
Programs/Services
Values
Impact
Flipped Communications
Mission
Programs & Services
Values
PromiseExample
We help nonprofits realize their vision.
Our strategically essential and timely
financial support facilitates sustainability,
transformation, and success.
We help nonprofits…
• leverage new growth opportunities,
• bridge cash flow gaps,
• and, embark on capital projects.
Our mission is to foster community
development and vitality by building
financially healthy organizations.Three Questions
1. What is the specific meaningful value we deliver
to the world?
2. What are some of the unique ways we behave in
delivering that value?
3. What needs do our programs and services
address that create value for those we serve?Meeting Your Audience
Building a Message
Your Values/Principles
Your Audiences
Values/PrinciplesKnowing Thy Values Why ¨ Glue for Participation Building ¨ Core Key Messages What to Do ¨ Identify your surface values ¨ Observe them in action and begin to describe with others ¨ Encourage dialogue around them and listen for specific active experiences
Digging into Principles
• Caring
Surface • Innovative
• Excellent
Labels/Passive • Collaborative
Search
for
Nuance • A healing touch
Subterranean • A pioneer
Descriptive/Passive • First-rate service
• A team effort
• Mending what is broken
Core • Reaching beyond the boundaries
• Serving up solutions
Evocative/Active • A meeting of the mindsRefining Principles
“Conducting solid research and clearly communicating with one
voice in order to impact and inform public opinion.”
-- Environmental Group
“We seek to honor the parent and caregiver by witnessing and being
responsive to their unique circumstances.”
-- Social Service Agency
“We are not intimidated by red-tape or bureaucratic barriers. We will
work the system and, if need be, challenge the system on our
clients’ behalf.”
-- Social Service AgencyTalking in Pictures
The Community Band Rebuilding the front
porch of AmericaTalking in Pictures
Ask yourself...
¨ What is that compelling picture and image that is a
metaphor for our work?
¨ What is the story behind this image? What does it
mean to me?
¨ My picture speaks a thousand words. How do I not
add a thousand words to it?Building Public Milestones
A Public Milestone
“We will put a man
on the moon by the
end of the decade.”Agenda for Lasting Change Milestone Examples: • Reduce hunger in our area 20 percent by 2009. • Increase access to healthcare for an additional 25,000 people by 2010. • Increase healthy, preventive behaviors among an additional 15,000 children by 2010. • Help an additional 15,000 seniors and people with disabilities maximize their independence by 2010.
Building a Milestone
1. Identify your promise: What is the specific
meaningful value we wish to create for the world?
2. Choose an organizational goal.
3. Identify outcomes of achieving that goal that
affect the greater world around you (not just your
organization).
4. Make sure the milestone illustrates your promise.Review
¨ Communicate the
“promise” – the value
your organization
creates
¨ Meet your audience
where they are at
¨ Illustrate a compelling
image of your
organization’s workCapturing Value
Value Exchanged
The Value Proposition
Impact of Services =
Donor Donated $/Time/Influence
Value
Enduring
relationships are
Your
Volunteer Media
Value Value
built on a perceived
equal exchange of
value.
Value
Govt. Participant
Value ValueBuild A Process
• Activities to identify Education • Activities that solidify
target market a relationship with
individuals • Activities to cultivate target market.
relationship with
• Value Captured • Value Captured
target market.
• Value Captured
Leads CloseRelationship Cultivation Process
Your
Message: The
unique social
opportunity.
• Contacts
Goal: made through
Represent
yourself as Facebook
great
experience.
Value
Leads
Captured:
LikesRelationship Cultivation Process
Your
Message: The
value we
• Contacts made
Education create...
through • Special Goal:
Facebook Help them
Invitation to
understand
Free Preview the solution
Event we provide.
Leads
Value
Captured:
Research into
their interests.Relationship Cultivation Process
Your
Message:
How to make
this a part of
• Contacts Made
Education • Subscription their life.
Through • A Special Request
Facebook Invitation to a Goal:
Free Preview Ask for a
Event subscription.
Leads Close
Value
Captured:
DonationMeasure & Improve
500 Likes 10 Subscribe
• Presentation to
Education • Subscription
Kiwanis & • Special Request
Rotary Invitation to a
Free Preview
Event
Leads 25 Attend Free
Close
EventFive Practices
Flipping Your Mission Engaging Your Public
Creating a Targeted
Finding the Right Glue Message
Deepening Valuable
Building Public Milestones
Relationships
Evoking a Powerful
Talking in Pictures Message
Solidifying the
Capturing Value RelationshipThank You
¨ Please Take the Survey
¨ Free Webinars…
¤ November 19- Effective Strategies to Engage Your
Board in the Fundraising Effort
¨ Visit us online…
¤ www.creationincommon.com
¤ Email Carlo: carlo@creationincommon.com
¤ Follow us on Twitter: @cmcuestaYou can also read
