Six Key Attributes of Sticky Messages

He asked the business leaders for a 25 percent increase in their giving for year threes, saying if they could all commit to that, the organization would be able to achieve a lower success rate. The business leaders looked around confused about what the prince had said, and then he explained that he wanted the organization to work with more challenging children and really live up to its mission. Because the organization would be tackling children with greater issues, its success rate wouldn't be as high as it had been, but it would be helping the neediest children.

The prince’s message caught the leaders off guard, and earned him a standing ovation and their support.

3. They’re concrete
Give people things that they can touch, feel and understand. Is there something you can carry around in your pocket that is tangible that communicates your case for support?

4. They’re credible
What's your organization's guarantee? Ross used the example of a bug exterminator that promised 100 percent satisfaction and money back — plus a host of other over-the-top guarantees — if all of your bugs aren't removed. “And bugs are hard to catch,” Ross noted, asking “What are you promising?”

Ross advised organizations do what he called the "New York, New York test." Most everyone knows the tune of "New York, New York," can sing along to the words, and might even start swaying and doing leg kicks as they sing it. Yet most of these same people don't know their credit card numbers or passport IDs by heart. Does your organization’s messaging stand out from other organizations in this way?

5. They’re emotional
Why don't organizations become more emotional about their messages, Ross asked. Rather than saying 20 percent of children die from "X" disease, make it more emotional by saying "one in five."