A quick walk through some of the most powerful ways to get people to buy-in to your communications, marketing or fundraising ideas. If you need something signed off - this could be for you

1. Bottom Line Ideas
Getting buy-in for your
Communications
@kevbaughen
#charitycomms
© Bottom Line Ideas 2011

3. A simple, proven process...
1. Understanding and working your audience
2. Building your internal case for support
3. Selling it in
4. Dealing with rejection

4. 1. Understanding your audience
• What does a senior manager look like?
• What are the important characteristics?
• How is a Trustee different?

5. 1. What do they want and need?
To look good...
Meet
organisation’s
objectives
No-brainer Less stress
decisions

6. 1. Key Influencers
• Who do they respect?
• Who will they listen to?
• Who’s who in the group?

7. 2. Building your internal case for support

8. 2. Internal case for support
• Loin-tingling summary
• Paint a picture of success
• Include support already garnered
• Where are you now?
• What you want to do
• Focus on the expected outcomes!
• How you’re going to do it
• EVIDENCE
• What you want them to do

9. 3. Selling it in - Preparation
Play the game
Meetings
Timings

10. 3. Selling it in – Champions!

11. 3. Presenting your case
• Focus on the outcomes - remember the wants
and needs!
• Talk about what you need to do to get there
• Summarise how you’re going to do it
• Summarise what resources you need to do it
• Outline what you need them to do
• Call on the support of your champion
....
Go and do! (whatever the action is)

12. 4. Dealing with rejection
Not every idea can fly!
But before you give up...
– Is it your idea?
– Is it how you told the story?
– Is it you?
– Would external help support
your idea?
– What will be different next
time?

13. Questions?
Kevin Baughen
Founder, Bottom Line Ideas
@kevbaughen
kevin@bottomlineideas.com
Bottomlineideas.com