Category Archives: nonprofit marketing

Where Are You in the Story Cycle?

Think back to elementary school when your teacher showed your science class a diagram that explained how water took various forms in a never ending loop. The illustration below might seem familiar, but what’s wrong with it?
I think this version of the water cycle is missing one critical player — You. Human impact on the environment has evolved enough to drastically change the story of water. But that’s a whole different subject. I want to focus instead on positive transformation.

One blog post from Seth Godin talks
about demand – should you harvest or create?
According to Mr. Godin:

“You don’t need to persuade everyone that you have a great idea, you merely need to persuade one person. And then make it easy for that person to share.”

Key word: Share. How can your new evangelist do that? Only if you give them a story they can easily understand, be passionate about and spread. Only if they can easily make it their own. It’s still your story but in a different form that their audience (hopefully to become yours) can relate to. As your story continues to be retold, it reaches a different audience – like water taking the next step in the cycle and taking on a new form.

The difference between your story cycle and that of water is that it stays essentially the same: two parts hydrogen and one part oxygen. On the other hand, your organization has the opportunity for real transformation with every turn in your cycle, becoming more relevant and more in sync with your growing community as their stories feed back to you and yours to them. There is one element that must be present throughout – trust. It’s what keeps the cycle going.

And it all starts with one person and your story.

Learn more about how we can help you transform your organization through story.

Connection, Conversation and Hot Chocolate

Our storytelling theme for this month is on honing and delivering your elevator pitch to
engage a potential donor. The main components for accomplishing these are, essentially,
the same components in effective communication. Be prepared with a personally
compelling message. Be present in the moment. Be interested in what the other person
is saying. Listen.

I invite you to listen to three voices with deep experiences in verbal communication and making connections. One of them even has a way to make your voice feel rich and warm like hot chocolate.

Celeste Headlee, Julian Treasure, Kare Anderson

You can also read my latest blog entry The best elevator pitch is about you.
It forms a good pairing with this podcast. Enjoy!

The best elevator pitch is about you.

The door opens, you both step into the car and she pushes the button for the lobby.
It’s a few floors down so you decide to strike up a conversation about the event that you just attended. She then asks: “What do you do?”

Surely, you’ve had several opportunities to deliver your elevator pitch without having
to actually be inside an elevator. However, knowing a definitive cutoff for the encounter
demands brevity and a stunning ability to leave a lasting impression on the other person. How do you make the best use of this moment?

One can argue that you can never be ready for a chance encounter that could lead to a
potentially large gain for your nonprofit. Granted that each time is unique, you can still have a game plan that will help you to begin from a point of clarity and confidence.

Stick with the basics.
Your pitch must be grounded by answering three questions:

  1. Who is served by your mission?
  2. How do they benefit?
  3. Why does it matter to you?

The first two can be lifted directly from your website. The third should be centered
around YOU.

Come from a genuine place.
A dear friend and mentor once told me, “More important than your message is your
relationship with your message.”
At that particular moment, the person talking to you
is interested in you. Information that reveals who you are will do a better job holding
his attention during the short ride. Therefore, by all means, make it personal.

“Our mission matters so much to me because…”
“Working in this nonprofit gives my life meaning and purpose because…”

Your pitch is not a list.
Too often, I hear nonprofit staff rattle off their programs while the other person’s gaze starts to wander. Once you lose eye contact with the other person, they have a great excuse to disengage. Your audience will remain captive with a conversation, not a set of bullet points.

Be an opportunity maker.
Now that you have her undivided attention, she may want to spend a few more minutes with you even after you’ve both left the elevator. This is your chance to switch the focus and make it about the other person. What can she gain from this brief encounter? Can she learn about recent critical developments in your field? Can he benefit from meeting someone on your board? At this point, be an active listener.

Seth Godin said, “The best elevator pitch is true, stunning, brief and it leaves the listener
eager (no, desperate) to hear the rest of it.” 

Your pitch scales your mission down to a human level for the other person to grasp.
By making it personal and meaningful for yourself, your passion for the cause will easily come across in an authentic manner. This is what resonates with your listeners. It will make them want to continue the conversation and find their own meaning in your mission.

If you’re interested in how Barkada Circle can guide you in honing your elevator pitch, send us an email or call us at (773) 852-3522.