The Message Must Tap Into Emotions...
“I've learned that people will forget what you said, people will forget what you did,
but people will never forget how you made them feel.”
- Maya Angelou
Most nonprofit organizations are excellent at explaining their services when they speak to experts in the field or among themselves, when they talk the language of their profession. The bigger challenge is in knowing how to communicate to other important constituencies, whether it be potential donors, government officials or the public at large.
Our disciplined approach is designed to develop a series of messages about your organization that will help you connect on an emotional level and stand out from the crowd.
Examples of Powerful Emotional Messages:
For A $100 million Grant program of the Robert Wood Johnson Foundation
The goal was to recruit volunteers to help the elderly and homebound maintain a level of dignity in their own homes. We challenged the public to make a difference:
A neighbor’s independence...
depends on you.
For Astor Services for Children & Families
Astor provides a wide array of services to children and families dealing with behavioral health issues. The organization’s messages were couched in clinical and generic terms, such as “Excellence” and “World Class” and “Evidenced Based Practices”. We identified a profound benefit that all the children receive, a chance to have a childhood of fun and learning and hope. The theme that we created has been adopted by the entire organization across all 32 sites in the Hudson Valley and the Bronx:
Astor Services for Children & Families…
because every child deserves a childhood