1. Not asking

2. Not being with the right prospects

3. Not having the right message (which usually makes number 1 much easier and makes number 2 much more apparent).

Message should be simple, fit on a napkin, clear, concise, compelling. That being said, I’m not sure I (Nick) have my own crystal clear napkin definition of MESSAGE is. In fact, when someone says they need help with their message I first ask them to define what they mean.

For the past year I’ve been referring to message as:

That, and only that, which a prospect needs to UNDERSTAND in order to say, “I totally get it!”

*And, if a qualified prospect, to also say, “I’m IN!”

Think about it. UNDERSTAND. Not:

• What you SAY
• What you PRINT
• What you put in a 10 page case statement.

If you can work with that definition then 99.9999% of those reading this can resolve their message (ultimately) to one of the following:

CHANGE LIVES
SAVE LIVES
IMPACT LIVES

If I, as your potential investor, could understand that I can SAVE LIVES then it’s game over. No longer about ‘fundraising’, no longer about ‘cultivation’, no longer about ‘asking for money’.

Common response from those too close to the issue: “It can’t be that simple.”

Yes it can.

Sometimes the ‘message derivative’ could be:

- ECONOMIC DEVELOPMENT
- TRANSFORMING EDUCATION
- ENDING CANCER

Again… all SIMPLE. These are all applications of SAVE LIVES. CHANGE LIVES. IMPACTING LIVES.

I don’t want to lose a very important word in the definition – UNDERSTAND.

So how do you make me UNDERSTAND?

1. Be simple and don’t make me work to UNDERSTAND why your program is awesome.

Don’t use big, complex words. Don’t be an academician. Concept everything up to its highest purpose. “Ultimately the reason we’re doing this is because it SAVES LIVES.”

How many times do we read someone’s case statement only to SEARCH for the WHY.

We’re not a fan of case statements – largely for this reason. However, if you HAVE to do one, don’t fall for pretty prose. Bold your message, then put a lot of white space around it to make it stand out from all the other stuff.

2. Repetition.

Just because the idea that you’re CHANGING THE WORLD didn’t sink in the first time you said it does not mean you should change your message.

a. Listen to any GOOD politician. She will repeat her message over and over.

b. Listen to any Zig Ziglar audio (random reference). Zig often says, “I’m going to repeat this three times to emphasize that it’s really important.”

Key is that you don’t move OFF message just because you hit on it once.

3. Conviction

I think repetition must be coupled with conviction.

4. Show – don’t tell.


Sometimes it’s not about finding the WORDS to help me understand. Sometimes you just need to SHOW – either because there are no words or because you/I/we can’t find words to do any justice.

This could be visual. Better than 50% of us are VISUAL. Use PRESENTATION TOOLS or VISUAL concepts to communicate concepts.

For some, pictures and visuals may be just a start but an EXPERIENCE could be even better.

Last year was working with a start-up school taking a very novel approach to learning. I probably visit 15 schools each year and I’ve never seen anything like this – kids in 7th and 8th grade would’ve outperformed most of my peers at Notre Dame. Everyone that walked the halls of the school felt/saw/understood the magic… We made it our strategy to get people to the school. We used words AFTER the visit to have a dialogue about the impact.

5. Start with ME – not you.

This is about ME understanding. Not you. You know everything about the project and the org and I know nothing. Of the 632 things you could say TO me, I probably only need the right THREE to help ME understand. This is why LISTENING is so important.

At our trainings we do an exercise where we pair up two people that have never met. They have five minutes in which person A is to communicate everything she needs to communicate to get the other person to say, “I get it. I understand what you do. I could share that with others.”

In some groups person A will talk – fast, nonstop for five minutes. In those cases person B looks worn out and lost after five mins.

In other groups person A will introduce a talking point then ask a question – allowing person B to give feedback… Person A listens and uses that feedback to share even more targeted and relevant message points… and on and on. After three minutes person B usually says, “Got it! Really cool!”

The point? Helping someone understand is not about talking at them.

After the SIMPLE definition I think there is room for deeper conversation/definition. A great message (APPLIED to FUNDING) must answer the three questions of EVERY investor:

1. WHY
2. WHERE is the MONEY GOING
3. HOW WILL YOU GET THERE
a. What is the plan? AND/OR
b. What do you need from me? AND/OR
c. Why are you asking me for XYZ? (Rationale)

See Also:

Google Steve Jobs keynote. The dude puts up slides with one word and or one visual – very good at making SIMPLE message points. While most of my thoughts come from the vantage point of the 1:1 or small group setting this shows how it applies to a large group.

• The Gap: Using a gap number to justify the ASK.

o Tuition: Tuition is $6K, cost per student is $8K. Gap is $2K. Could ask someone to underwrite THE GAP for five students.

o Project: Receive federal grants to the tune of $45K/year for $60K/year program. Ask someone to fund the gap for three years = $15K/year or $45K ASK.

• Leverage: We need to raise X to generate 10X.

Note: Yesterday I was on the phone with an organization that needs to raise $5M to generate $1Billion. To make my point. They need to raise $5M to generate $1,000,000,000,000.

• The Widget: Break down projects/programs/model into a cost per person or cost per unit. Package this as the ASK. Typically, I use the widget to create the simplest and strongest sell.

o “One kid for one year.”

o See also: See Chipotle vs. Max and Erma’s

• Funding the Prototype: This is a different way of funding your annual operating budget for a start-up. Communicate how your model works and what is needed to make the model happen… can then run a funding pyramid.

Example: This year we need $1.1M to build the prototype.

Going to need:

o 1 @ $200K
o 2 @ $100K
o 3 @ $75K
o 4 @ $50K
o 6 @ $25K
o Etc.

• Funding the Vision: Think of this as funding the model/prototype and future projects/priorities for the next 3-5 years. If you will, this is ‘the campaign pitch’ but with a more holistic view of ALL funding priorities. Within Funding the Vision:

o Leadership Commitments: Top tiered commitments that validate the funding plan.

o Momentum Commitments: TIMELY gifts. Could be Leadership or not… but means so much because of the timing. Provides a lot of leverage, energy, etc.

• TRANSFORMATION: Justifies all caps on that one. Sometimes it’s simply about a number that would completely TRANSFORM our organization, the investor, etc. This is a rationale that extends far beyond a ‘campaign lead’.

• Project Sponsorship: “Can you underwrite the medical program for three years @ $30K/year?”

Note: If it were me… get rid of the notion of asking people to fund ‘operating’ or ‘infrastructure’. Literally everything you do can be packaged as a project, priority or program.

• Angel Investment: “We’re going to need 10 investors at X to get this idea off the ground. We’re taking something of an angel-investment type-approach. Can you be one of these angels?” – Very much about timing, the level, the funder, etc.

• Strategic Partner: Often a corp or fdn that provides ongoing, high-level funding support on an ongoing basis. It’s a great relationship because you [the org] are a means of delivering on the funder’s priorities in the community or sector.

Obviously, you don’t need all of these. I’m hoping the brief descriptions can spark some answers to common questions like:

• “What do we ask for?”
• “How do we package our operating to justify a big ask?”
• “How do we rationalize the number?”

—————-Update Added Nov 9 ————-

I forgot one.

• Protection: This is a rationale or way of asking someone to ‘protect’ and annual investment with a planned gift/legacy gift. More on that here.

If you can get the other person to say – in effect – “I’m in!”, then it’s not about cultivation, a series of complicated chess moves or backroom meetings about ‘timing’. It is about answering the question: What can I do to help?

You can get there in two years or twenty minutes. It often comes down to your message or how long it takes you to do discovery and make a connection to your message. To get to this goal means:

* Clearly communicating the CAUSE.

* Laying out a tight CASE. (Think of CASE as a solution or address to the CAUSE.)

* You’ve created ENGAGEMENT. In all likelihood, you’ve listened your tail off to do so.

* Bonus: Brought a level of PASSION to the first visit.

Funny thing is, while this is my goal and while I and others often ‘close’ on the first visit, I can’t remember anyone saying to me, exactly, “Wow, this is great, what can I do to help?” Sometimes I get to the goal with some dialogue:

* “My goal today was to share [XYZ IMPACT], to do some discovery and to ask you if this is something you would like to help with. “If not yes, then the answer is often “very interested in learning more”.

* “Would it be okay to follow-up with a conversation about how you might be able to help?” This is asking for permission to move to the goal.

* Note: Even if you don’t get a straight up ‘yes’ to the above questions, they create productive dialogue to advance the conversation. For example, yesterday one prospect said to me, “Well, Nick, first I would want to see the program in action.” PERFECT! OF COURSE! But now he’s committing to coming to our place to see the program AND we have a common understanding that we are going to talk about ways to help financially!

“Some people miss their MESSAGE because they’re too busy checking the SPELLING.”

Getting your MESSAGE out (ENGAGE) is the important thing. If there’s a ‘misspelling’, it’s covered because of the ‘DRAFT’… and the fact that you’re ‘PRACTICING’!

“I HAVE A DREAM.”

He didn’t say,

“I HAVE A STRATEGIC PLAN.”

Then, Andy Grove said,

“ENGAGE. THEN PLAN.”

Then, Goose said to Maverick,

“ENGAGE, MAV, ENGAGE!!!”

This is our For Impact Challenge to you for 2009:

ENGAGE!!!

Every business in and sector lives and breaths by fundamentals, first.

• A clear vision/direction (illustrated a clear MESSAGE).
• A clear revenue MODEL.
• A clear PLAN including an understanding of the MATH (impact math and income math) to get there (e.g. goals, levels, etc.)

As I’m writing this to compare and contrast trends and fundamentals I realize most of the trends (that get discussed) are really fads because too often they’re ‘the next big thing’ and don’t have staying power. These could include:

• Earned Income (Social Enterprise)
• Lance Armstrong’s bracelets
• 5K races
• Social Networking Funding (The Obama effect)

Maybe if they were backed on a case-by-case basis with fundamentals they would be true trends and not fads.

Example – Earned Income: I went to a Social Enterprise Alliance gathering four years ago. What I witnessed were some orgs starting earned income ventures without attention to fundamentals, no clear plan and no willingness to do the math to see that they were losing $50 on every widget they produced. On top of that, one speaker cautioned, “It’s hard enough to start a business with people that have their lives together let alone those that don’t.” Four years later 16 out of 17 orgs I interviewed abandoned the earned income stream – each for the lack the fundamentals outlined above.

The reason most small businesses fail is because they don’t have a grasp on fundamentals. Nonprofits often don’t ‘fail’ in the same sense that for-profit businesses do [running out of money]. Instead, they limp along for years longer, subsidized by passion, volunteerism and employees on the fast-track to burnout (human capital model)… this unique resource model is often a masking agent for a lack of fundamentals.

If you’re a board member, a senior staff person or development officer you can do a great service to your organization, your team and your cause by leading a discussion on the fundamentals… by leading a discussion to clarify the direction or purpose of the organization, by clarifying the model and by working through the math. This discussion is simple, not easy.

Uploading all the posts at forimpact.org produces this visual

This is similar New York Times did on election day. [Excerpt from previous post] It reflects a methodology you can follow to build your message (sans technology). Ask everyone to pick 1-3 words that describe your impact. Aggregate and simplify to identify THE BIG WORDS.

This tells me we talk a lot about THINKING, IMPACT and CHANGE… I’m okay with that!

Following Marc’s message, you could also upload a letter, your site or other communication to see how your message might be heard.

Thanks, Marc.

THE OTHER SIDE OF FEAR IS COURAGE.

The other end of Wall Street connects with millions of better roads, all leading from the stink of greed and billion dollar bankruptcies. If it was all just a casino, where were the complimentary cocktails? Metal is our currency. Its value is on the rise, even as wealth on paper spontaneously combusts. So we’ll still lend to those putting in long days. The American ideal of work and reward does not diminish with the stock market.

SCREW IT.

LET’S RIDE.

*This was a full page ad from Harley-Davidson. You can view an interactive version online at Harley-Davidson’s Website. Their normal ‘MESSAGE’, which is on the side of my bike and many people have as a tattoo, is:

LIVE TO RIDE.

RIDE TO LIVE.

This new ‘MESSAGE’ is a direct response to what’s going on in the world today but still incorporates the idea of ‘RIDE’.

What is your MESSAGE in these times???

*If you’re struggling, try this with your INVESTORS:

‘LIVE TO GIVE. GIVE TO LIVE.’

It’s called HISTORIA-DE-UN-LETRERO (The Story of A Sign). About 5 mins and worth watching (turn on speakers). Thanks, Mary!

Last week Tom wrote about the simplicity of six words. Over and over again in trainings we are asked, “Can it really be that simple?”

For the past six months I’ve followed that question by asking, “What’s Obama’s message?” 90% of the room, in unison (regardless of affiliation) will say, “CHANGE!”

One word: CHANGE.

It’s a powerful word. It’s a 30,000′ message. It’s CLEAR and SIMPLE.

Watching the primaries you would see other candidates dance all around several key message points inconsistently. Almost every sentence used by Obama related back to the theme of change.

Q: “What you think about XYZ?”

A: “We need to change. If we don’t work together, stop bi-partisan… blah blah blah.”

Regardless of your political beliefs, this is a case study. One person has made it halfway to the White House with a one-word message. One word is not too simple.

Remember, it’s not what you say but what people hear/takeaway/remember. In can be so simple and clear that it can even be one word: CHANGE.

Your message is your frame. Simplify it. Stay in it. Stay on it. Rinse and repeat.

WE SAVE LIVES
WORKING TO END CANCER
ENDING HOMELESSNESS
FINEST LIBERAL ARTS EDUCATION IN THE COUNTRY
TRANSFORMING COLUMBUS
CHANGING THE WAY NONPROFITS FUND THEIR VISIONS
WE HELP KIDS GET TO COLLEGE

As a side note: This morning I read an article, “Obama needs to clarify his message.” What little I’ve read and seen the last few weeks has been about UNITY. It seems to me that it’s not about ‘clarifying the message’ but returning to the 30,000′ message and staying on it, reinforcing of THE 30,000′ MESSAGE that’s worked for the nominee so far: CHANGE. Talking about UNITY is kind of like sending out the message, “We need more unrestricted funds!” No you don’t… you need to save more lives.

WHAT’S YOUR MESSAGE?