Crafting a Dazzling Core Message - Cause Communications

I share a birthday with America – a coincidence that has inspired a life-long love of fireworks. This year on the 4th of the July, I was mesmerized equally by the pyrotechnic display in the sky and by how utterly captivated everyone sat, “oohing” and “awing” in unison for the 20-minute show. It got me thinking: how can smart communications have that same affect on a group? How can you communicate about your organization in a way that lights up your audience’s eyes and ignites interest in your work?

When we work with nonprofits through our many training programs, we emphasize the importance of developing a core message – a simple statement distinct from your mission that sparks interest and highlights what sets your organization apart. Follow these steps to develop your own core message, so you can talk about your organization in a clear, relatable way that will inspire people to learn more and support you.

1. Start by brainstorming what need or challenge do you address? Think about why you exist in the big picture – why people come to you.

2. Next, jot down what is your organization’s solution or approach? What is different or unique about your work? Avoid programmatic details that get you into the weeds. Instead, think about how, where, and in what ways your organization is addressing those needs or challenges.

3. Now take a moment to reflect on what benefits or results do you create? What is your organization’s impact on individual lives and on the community overall? What has changed because of your cause’s work?

4. Now, summarize the strongest points into your core message. Keep it to one or two sentences, and remember that your core message is not a list of your programs. It doesn’t need to cover every detail of what you do – just enough to paint a picture of your work and entice someone to want to learn more. Also, be careful not to rely on jargon or too many facts and figures in your core message; the goal is to keep it simple, memorable, and relatable.

Once you have a draft of your core message, check it against these five criteria. If your message passes the “DISCO” test, you’ve likely got a winner on your hands.

D – DISTINCT – Does your message capture what’s unique about your organization?
I – INSPIRING – Does your message draw people in? Is this an organization people want to be a part of?
S – SIMPLE – Is your message free of jargon and words only people in your field know? Will another colleague in your organization be able to remember it?
C – COMPELLING – Does your message have an emotional quality to it? Does it make people feel something when they hear it?
O – OWN IT – Does your message feel authentically you? Does it ring true? Would a colleague read it and think, “Yes, this is who we are.”

Ready to get to work? Download our free worksheet to help you get started.

While I will always have a soft spot in my heart for fireworks, there’s plenty of room in there for causes, too. Hopefully one day I’ll have a chance to hear your core message and respond with oohs and awes.