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Imagine you are at a downtown hotel for a community luncheon meeting. You step into the elevator and there is one of the wealthiest, most generous philanthropists in your community and you have 30 seconds together on the elevator. What do you say about your organization that makes the greatest impact on this person in this brief encounter? That is your elevator speech. It may take a few minutes or a few hours to develop this brief, succinct, message that summarizes the heart of your organization and the passion of your mission. It's okay that it doesn't answer all of the questions; the important point is to make a great first impression and have them wanting to know more about the organization and how they can get involved.
An elevator speech is a compelling summary of your organizational mission and work that can be shared in less than 30 seconds. An elevator speech should the effect of wanting the listener to learn more about your organization.
It is important to have an elevator speech so that board members, leaders, and staff can quickly introduce the organization to potential donors, clients, partners, volunteers, etc. You only have a few moments to make a first impression. Investing time in developing and rehearsing an elevator speech could make the difference between gaining a new supporter and walking away empty-handed.
Basic elements of an elevator speech include:
- Who we are.
- What we do.
- How we do it.
Be careful not to include any jargon or "field" terms. These tend to confuse the listener and cause them to disconnect with what you are saying. Keep it simple by focusing on one or two key words.
Most nonprofit organizations are strapped for cash. In many cases, leadership views marketing as taking money away from programs and services. However, most organizations can’t afford to not market. Marketing increases awareness of your organization and builds relationships with your audience (clients, constituents, donors, volunteers, etc). Failure to market jeopardizes the future of your organization.
There are many affordable ways to market your organization. Many media outlets offer PSAs to nonprofit organizations. Additionally, you can write articles, host events, and offer to speak to various groups on behalf of your cause. You can find more ways to market on small budgets by checking out Marketing Tips, Tools, and Templates.
Most organizations start their marketing through Word of Mouth and evolve into a sophisticated plan. However, the base for all marketing comes from having a clear and consistent vision. Defining your organization’s mission and vision is critical. This feeds your marketing plan and all communications materials. Once your vision and mission are defined, you can begin developing marketing plans, goals, tools, and resources to communicate this message to various audiences.
It is recommended that non-profit organization’s budget 10-25% of their annual income for marketing and promotion. Though this number may seem significant, most organization’s find that the financial investment produces great results. Of course, the results are dependent upon the initial research and understanding of the audience by the NPO. The results of all marketing efforts should be evaluated regularly and adjustments should be made to maximize effectiveness.
Many organizations start developing materials in black and white. This is completely acceptable as long as the materials have a professional look and an effective message. This means that you should always check for proper grammar and spelling. It also means that you should not design an object in color and then make black and white copies. If your final product will be black and white, your original should be developed in black and white. Before using any promotional materials, always ask yourself, “Is this piece reflecting the image we want our organization to have?” If not, consider if it is something you really want to share and if it will do more damage than good.
Your target audience is the group of people to whom you are communicating. If you are communicating to potential clients, you should be able to evaluate your current clients to get an understanding of this market. It is also recommended that you do a Needs Analysis to help determine your potential client-base.
Donors are another target for most NPO. Potential donors can be identified through surveys, foundation databases, referral networks, etc. Defining target market often takes the commitment to research and communicate with individuals inside and outside your organization.
There are three types of competitors: Direct Competitors; Potential Competitors; Substitute Causes, Services, or Programs.
Direct Competitors are organizations that provide the same services as your organization to the same group of people. For example, the direct competitor for Southside Homeless Shelter would be other homeless shelters on the south side of town.
Potential competitors are organizations that could easily enter your market and become Direct Competitors. For example, North Town Recovery Services currently provides drug and alcohol addiction counseling and recovery services. Mid Town Counseling currently provides family and marriage counseling. Mid Town Counseling would be a Potential Competitor to North Town Recovery Services because they could easily begin providing addiction and recovery counseling services to their client base.
Substitute Causes, Services or Programs provide alternative options to your clients. For example, Happy Child Daycare provides care for children 5-12 years of age. Alternatives for parents may include leaving their children at home or taking them to grandma’s house.
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