8 Steps to a Team of Powerful Messengers

I recently delivered a new message platform (tagline, positioning statement, talking points and elevator pitch outline) to the Environmental Health Coalition as part of its ramp-up to a big organizational anniversary.

The EHC folks do an incredible job with few staff members and a tight budget, even as the scope of their work grows to encompass a larger region and a broader range of environmental health issues. So when EHC's communications director asked me how to make the most of messages to boost awareness and giving, I recommended that he train his colleagues and leadership to be effective messengers. And that means everyone, from the receptionist to the executive director and program staff.

Your organization too can benefit hugely by pioneering an all-org message team. Double dare! Here's why that's so important.

The Problem: No Message Team. You're the solo marketer in your organization, or that's just part of your job, or you're one of a team of five or 10. No matter your situation, the reach of your fundraising and marketing teams is limited to the conversations you have and the multiple communication channels you put to work.

But because your colleagues and board have never been formally trained on the key elements of your message platform, the daily work of your organization produces a damaging unintended consequence: Their conversations with your target audiences feature conflicting descriptions of your organization's focus and impact; inconsistent use of the tagline you count on to stir interest, inquiries and action; plus the dead silences and pure misinformation that these colleagues share simply because they aren't aware they could do better for your organization, or don't know how to.

The Solution: A Confident, Well-Trained Message Team. Imagine this: Your colleagues and board members are effective messengers. Their comfort in delivering your organization's message platform builds momentum and sparks connections.