Gimme an E.N.G.A.G.E.

Bootcamp Week #5

Your Engagement Proposition

(this week’s vid)


Messaging is useful to the extent that it makes people DO something. Specifically, it should make people ENGAGE with your organization, take action on behalf of your mission. Otherwise, it’s nothing more than a lovely turn of phrase.

That’s why you need your Engagement Proposition (EP). You must be crystal clear on how the world will be a better place if someone engages with your organization.

Here’s the formula (with links to vids on each of the topics)

Belief Proposition+Mental File Folder+Unique Differentiator=Engagement Proposition

On our next stop on the Nonprofit Messaging Roadmap (after we talk about common pitfalls), you will make your EP speak directly to the hearts of your believers…but first make sure you have an EP that is true for your organization and only your organization, i.e. if you can put a competitor’s name in the EP and it sounds okay, try again!

This Week’s To-Do

Write your Engagement Proposition. Swap out the name of your organization for each of your top three competitors. Keep refining until it sounds goofy to have one of their names as part of your EP.

Next Week

Avoiding common pitfalls!!!

About Claxon’s Nonprofit Messaging Bootcamp

This is week #5 of our Nonprofit Messaging Bootcamp. If you’re just joining the Bootcamp, here’s what you need to do to get started.

Do you communicate as effectively as you think?


Do you communicate as effectively as you think?