Messaging Fluency & MSG

Bootcamp Week #8: Supporting Messages by Audience

(this week’s vid)

What’s the difference between ‘advanced’ and ‘fluent’ when it comes to speaking a language? Your ability to calibrate to different audiences and settings.

For instance, it’s one thing to tell your colleagues that you tried the latest spot from the MSG150 food blog. It’s quite another to relay that same information to a chef from Le Cordon Bleu.

It’s about your audience and what matters most to them. That’s why it’s important to come up with your top three target audiences (the groups of people who are most important to the success of your organization) and know what they care about. Really, truly care about.

If you’re the Seattle Aquarium, visitors, volunteers and donors are all extremely important to you. But what they need to hear in order to engage differs dramatically.

This Week’s To-Do’s

  1. Download the Nonprofit Messaging Framework template.
  2. Brainstorm a list of target audiences.
  3. Narrow that list to your top three.
  4. Write a short paragraph describing what matters most to each target audience.
  5. Create two to four messages for each audience.
  6. Put proof points and stories for each supporting message that will motivate them to take action to take action!

Next Week

Sharing and using your Messaging Framework.

About Claxon’s Nonprofit Messaging Bootcamp

This is week #6 of our Nonprofit Messaging Bootcamp. If you’re just joining the Bootcamp, here’s what you need to do to get started.

Get your messaging booty in shape!

To get your nonprofit’s messaging booty in shape in short order, we are launching a 9-week DIY Nonprofit Messaging Bootcamp. To join in the fun, Messaging Roadmap, sign up for our free Tune-up Tuesday videos, and complete messaging to-do’s outlined for each week on our blog.


Week #1

Point A: Your Belief Proposition

Watch the first episode of Tune-Up Tuesdays to learn why having a clearly articulated ‘Belief Proposition’ is so important to connecting with people who care about your cause. Also, review this previous post about how the United Negro College Fund articulated their Belief Proposition.

This Week’s Messaging To-Do’s


Write down answers to the following questions:

  1. What would be different in your community if your organization didn’t exist?
  2. Why does your organization exist?

Next week

Learn about Mental File Folders.

Need Some In-Person Help?

Sign up for a coaching session.

Do you communicate as effectively as you think?


Do you communicate as effectively as you think?