Claxon University’s first course is Words on a Mission. Each of the twelve lessons in the course asks a fundamental question a nonprofit needs to answer in order to develop high-impact messaging. In each post in this series, I’ll share what the question is, along with a snippet from the video lecture.
Claxon University’s first course is Words on a Mission. Each of the twelve lessons in the course asks a fundamental question a nonprofit needs to answer in order to develop high-impact messaging. In each post in this series, I’ll share what the question is, along with a snippet from the video lecture.
Claxon University’s first course is Words on a Mission. Each of the twelve lessons in the course asks a fundamental question a nonprofit needs to answer in order to develop high-impact messaging. In each post in this series, I’ll share what the question is, along with a snippet from the video lecture.
Lesson 5: What are your Organizational Goals & Marketing Objectives?
Claxon University’s first course is Words on a Mission. Each of the twelve lessons in the course asks a fundamental question a nonprofit needs to answer in order to develop high-impact messaging. In each post in this series, I’ll share what the question is, along with a snippet from the video lecture.
Claxon University’s first course is Words on a Mission. Each of the twelve lessons in the course asks a fundamental question a nonprofit needs to answer in order to develop high-impact messaging. In each post in this series, I’ll share what the question is, along with a snippet from the video lecture.
Claxon University’s first course is Words on a Mission. Each of the twelve lessons in the course asks a fundamental question a nonprofit needs to answer in order to develop high-impact messaging. In each post in this series, I’ll share what the question is, along with a snippet from the video lecture.
In writing my book, Pitchfalls: why bad pitches happen to good people, I encourage people to let go of the idea of having one elevator pitch (creepy!) and instead map their pitches to an Engagement Cycle (see image to the left).
It seems forehead-slappingly obvious when you stop to think about it. Of course a donor would need to knowyou and understandyou before she would engagewith you.
But it’s stunning how frequently nonprofits leap straight from know to engage. And that leaping isn’t good for your mission.
This leaping comes from a good place. We love what we do so much, that we sometimes (often?) have a “to know me is to love me” mentality.
“But of course someone will want to support our organization! How could they not?! We save animals. Who wouldn’t want to save animals?!”
A lot of people, it turns out. Because not everything cares about animals…or feeding the hungry, or the arts, or education, or whatever your cause is.
Even if, by chance, you got someone moved from knowing you to supporting you in short order, if you didn’t take the time for them to really understand you, the chances they’ll renew their support go down. Dramatically, precipitously down.
You want your renewal rate going up, not down, right? You want more people more deeply engaged in your mission, right? If so, let’s take a look at each step of the Engagement Cycle so you can start using it to achieve those goals.
1. KNOW: The ‘know’ pitch answers the question: ‘What do you do?’ You want a pitch that is remarkable—meaning interesting enough for people to remark on it to you and (pay attention because this next part is very important in terms of word-of-mouth marketing) to others.
2. UNDERSTAND: Once you’re on someone’s radar, i.e. they know you exist, you need to make sure they really, truly understand what you do and why you do it. Of all the organizations out there, why should they engage with yours? What makes you special? Compelling? Unlike any other? Your ‘understand’ pitch answers these questions. It answers the question: ‘Why you?’
3. ENGAGE: Donate. Advocate. Volunteer. Buy. This pitch answers the question: ‘How can I engage?’ This is the pitch that moves people from learning to doing.
Is it simple? Yes. Is it easy? Not always. Is it worth it? Yes.
***If you want to master this process, check out Claxon University’s Words on a Mission course. In this self-paced course, your organization can create a collection pitches that will effectively and efficiently move donors through the Engagement Cycle!***
Now, why would you–a very busy person–want to take this course? Why would you–someone with pulenty on your plate already–heap on a serving of learning?
Because, truth be told, if your words aren’t making a difference, you’re short-changing your mission.
If you’re serious about your mission, you need to get serious about how you talk about it.
You really do.
With Claxon University, I’m making it as easy, fun and affordable as possible to craft compelling messaging and create a mission statement you adore.
Is your mission statement a no-go zone? Not a problem. There are so many other ways to change up your words so you can change the world. Really. There are so many. And I’d love for you to know every single one because then you can engage more people, more deeply in your work. And how awesome would that be?!
So, please, stop short-changing your mission. It’s too awesome and you’re too awesome for that. Check out Claxon University. Take the course. Let’s make some amazing things happen.
Interesting and troubling fact: The top 1% of words used by nonprofits make up 65% of all the words you use.
Compare this to income disparity: The richest 1% of people in the world control ~50% of the wealth. That’s a distressing disparity. And the disparity we see in terms of nonprofits and language is even bigger!
Let me put that another way: You are using the same words again and again and again and again and zzzzzz….sorry, nodded off. Because when we see/hear the same words all the time, we stop paying attention to them. You can’t afford to have people stop paying attention to your work. Your work, your mission, your vision are way too important to be ignored.
I came at this from a slightly different angle when I introduced you to Super Verb last week. I wanted to underscore this point because it’s REALLY, SUPER, DUPER IMPORTANT.
Pro Tip: If you make no other shift in how you’re using words to engage more people more deeply in your work, start by swapping out one word that you use all the time. Just one. (A verb would be a great choice since they’re the superheroes of every sentence.) That one change will vivify your messaging. And that’s all good.
Class is in session.