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PERFECTING YOUR
PERSONAL PITCH



HOSTED BY WVDO

OCTOBER 24, 2012
Why are you here
today?
What is your personal
pitch?
Top 3 Reasons Bad Pitches Happen
         to Good People


1. You’re boring
2. You say too much
3. You think people care about you
Effective messaging is
concise, compelling and
repeatable.
”Perfection is reached not when
there is nothing left to add, but when
there is nothing left to take away.”
               Antoine de Saint-Exupery
SUCCESS =
A QUESTION
Supporter questions     Org answers


Do you believe what I
                        We believe that...
believe?



What do you do?         We are known for...



                        What makes us
Why you?                compelling is...
BRAND: yours, theirs, ours
Brand Gears
BREATHE
YOUR BRAND
PERSONALITY

          …

3 ADJECTIVES
PERSONALITY
What 3
adjectives
would you use
to describe her?
What 3 adjectives
would you use to
describe him?
Which words say “friendly, informed, responsive?”

Org A                     Org B

Envision                  See
Seeking                   Looking for
Children                  Kids
Unsanitary                Dirty
Pupil                     Student
Ensure                    Make sure
Sincerely                 Cheers
Hello                     Hi
What 3 adjectives
would you use to
describe the
personality of your
organization?


Of yourself?
MESSAGING
Effective messaging is
concise, compelling and
repeatable.
What you
              want to be
              known for

 What your
competition                Messaging
wants to be                Sweet Spot
 known for
              What your
              supporters
              care about
READ vs. SAID
SAID
3 Step Messaging
     1                  2                     3

Meta message   Supporting message(s)   Personal message
Example: Splash
      1                  2                     3

 Meta message   Supporting message(s)   Personal message



We clean         We do this in
                 places where           What I
water for        you’d expect           personally do is
                                        install the
kids             the water to
                                        systems that
around           be clean—              clean the water.
                 schools,               I was drawn to
the              orphanages             Splash
world.           and                    because…
                 hospitals.
Example: Splash (program)
       1                  2                     3
  Org message    Supporting message(s)   Personal message
  personalized



I install         I do this in
purification      places where           I was drawn
                  you’d expect
systems that                             to this work
                  the water to
clean water       be clean—              because…
for kids          schools,
around the        orphanages
world.            and
                  hospitals.
Example: Splash (fundraiser)
       1                  2                     3
  Org message    Supporting message(s)   Personal message
  personalized


                  These kids
I raise           are getting
money to          dirty water            I was drawn
clean water       in places              to this work
for kids          where you’d            because…
around the        expect it to
world.            be clean—
                  schools,
                  orphanages
                  and
                  hospitals.
Example: Splash (exec dir)
       1                  2                     3
  Org message    Supporting message(s)   Personal message
  personalized


                  We do this in
I head up an      places where
organization      you’d expect           I was drawn
that cleans       it to be clean         to this work
water for         —schools,              because…
kids around       orphanages
the world.        and
                  hospitals.
Personal Pitch: by role

Role                    Pitch
Program staff           I install water purification
                        systems that clean water for kids
                        around the world
Fundraising staff       I raise money to clean water for
                        kids around the world.
Executive Director      I head up an organization that
                        cleans water for kids around the
                        world.
Board member            I serve on the board of an
                        organization that cleans water for
                        kids around the world.
What is your personal
pitch?
WE BELIEVE THAT...
We believe hunger is unacceptable.

We believe technology can play a
pivotal role in creating the greater good.

We believe every child deserves to be a
great reader.
What do you
believe?
WE ARE KNOWN FOR...
We develop water filtration processes to
improve water quality.

We clean water for kids.

We train staff to maintain filtration systems.


We advocate for better water quality
standards.

We teach safe hygiene methods.
We develop water filtration processes to
improve water quality.

We clean water for kids.

We train staff to maintain filtration systems.


We advocate for better water quality
standards.

We teach safe hygiene methods.
Everything
=
Nothing
What do you want
to be known for?
BREATHE
WHAT MAKES US
COMPELLING IS...
Benefits
Benefits
Benefits
Benefits
Benefits
Benefits
Benefits
Benefits
Benefits
Feature          Benefit


Museum exhibit   Passport to the world


Education        A brighter future


Environment      Wide, open spaces for
                 future generations


Housing          Dignity
What makes you
compelling?
Supporter asks          Org answers


Do you believe what I
                        We believe that...
believe?



What do you do?         We are known for...



                        What makes us
Why you?                compelling is...
Effective messaging is concise,
compelling and repeatable.
Technology—Nonprofits—Savvy

NPower NW is where savvy
nonprofits turn for technology.
Children—Reading—Kid-to-Kid

Team Read trains teens to
take grade school readers
from struggling to successful.
Kids—Water—Transparency

Splash cleans water for kids around
the world.
3 Step Messaging
     1                  2                     3

Meta message   Supporting message(s)   Personal message
What is your personal
pitch?
Erica Mills | Claxon
www.claxonmarketing.com
erica@claxonmarketing.com
Twitter: @ericamills
206.351.8504



THANK YOU!

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Perfecting Your Personal Pitch

Editor's Notes

  1. If there was a better/clearer image that communicated filing disarray/messiness and was still funny, that’d be ideal. This one makes the point and gets a laugh, which is important, too.