Six Key Attributes of Sticky Messages

Or, better yet, adopt an emotional fundraising pitch. Ross told the story of the founder of an organization that works to deliver books to children to increase literacy. According to the story, an illiterate child once picked up a book and asked the founder what kind of brick it was, and the founder of course explained that it was a book, not a brick. Later, he rolled that experience into his in-person fundraising pitch, in which he used an actual book and brick to demonstrate the seriousness of the issue and asked prospects to support the cause if they thought books are more valuable than bricks.

6. They tell stories
Stories are a powerful way to convey your mission, and don't require many words to make an impact. As an example of this, Ross noted Ernest Hemingway's six-word story: "For sale. Baby shoes. Never worn." Can you convey your message in such a powerful way, in as few words?