5 Keys to Messaging Success - Cause Communications

Strong core messages are one of the most powerful communications tools your organization can have to engage audiences and advance your mission. If the last few years have included a new strategic plan, leadership transition, or an evolution of your priorities, it may be time to revisit how you’re talking about your organization.

Core messages should be rooted in your organization’s values and mission, clearly communicate characteristics that set your organization apart from others in the field, and serve as building blocks that address the why, what, and how of your organization. Together, these pieces tell the story of your organization and advance a narrative that is cohesive and consistent across communications activities. Core messages are used to inform all organizational messaging and copy – from annual appeals to website content.

Here are five essential steps for making your message refresh a success:

Photo Credit: Susan Van Horn

Articulate a Clear Vision. Being ready for a message refresh goes beyond recognizing that the current language is outdated. Your organization also needs to know who you are, why you exist, and where you’re headed. What is the organization’s overarching purpose? What does the future you’re trying to build look like? Often this clarity comes from a strong strategic plan, which can serve as a North Star throughout the message development process. Your core messages should be rooted in your organization’s “why”, so clarity around these pieces is critical before you put pen to paper.
Define Success. Align internally on the purpose and role of core messages. Using core messages as building blocks will help your organization communicate clearly, consistently, and effectively with your audiences. Additionally, understanding that core messages are meant to inform future content creation rather than serve as “out-of-the-box” marketing copy will help manage expectations among colleagues. Emphasize why these messages are needed and how they will be used.
Prioritize Your Audiences. Before you start drafting messages, take the time to identify your key audiences. Have conversations with other leaders in your organization to ensure there’s consensus around who the organization exists to serve, who you need to reach, what do you want them to do, and what values your audiences hold. Answering these questions will set you up for a smoother writing and approval process. Check out Cause’s audience mapping template to help with this step.
Own Your Superpowers. Your core messages are an opportunity to showcase what makes your organization unique – in your field, in your community, and in the lives of those you impact. Ask yourself: What did we pioneer? Is our approach innovative? What is unique about the depth, breadth, or longevity of our organization’s impact? What can only we do? Answering these questions will help clarify what sets your organization apart and how best to make your messaging specific, compelling, and memorable.
Craft a Strategic Rollout. Core messages are most effective when they are adopted organization-wide and used consistently. People are our biggest assets; empower your board and staff to be ambassadors and set them up for success. Prepare a board ambassador training, as well as a language guide to equip these key stakeholders with the information they need. You’ll also want to audit your existing materials (from new hire orientation packets to website copy) and take inventory of areas where updated content will be necessary to align with the new core messaging.

Need support with revamping your core messages? Interested in a workshop to help your staff strengthen their messaging skills? Our team at Cause Communications is here to help. Reach out to us today at info@causecommunications.org.

Don’t forget to check out our library of free communications planning and messaging resources, including our award-winning Communications Toolkit.