A Power Point I created as pro bono work for a not-for-profit which did and does great work but lacked discipline and focus. I completed a communications audit for them and this was my presentation and recommendation. Hope any part of it may help other organizations - even the for profit. The simpler you can get, the more associates will understand and row together.

1. Communicating Well
Building Success
www.GretchenFierle.com

2. The power of stories
1000s scientific literature proves power of storytelling
Motivates brain to pay attention
Makes information memorable, repeatable
Easy to spread
Inspires action
:30 to pull your listener in
Green light moments when you surprise

3. “I didn't have time to write a short
letter, so I wrote a long one instead.”
Mark Twain

4. Mission
Why we exist.
Clear. Memorable. Concise. Repeatable.

5. Walt Disney’s Mission
Make People Happy.
Clear. Memorable. Concise. Repeatable.

6. Disney’s Current Mission
To be one of the world's leading producers and providers of
entertainment and information. Using our portfolio of
brands to differentiate our content, services and consumer
products, we seek to develop the most creative, innovative
and profitable entertainment experiences and related
products in the world.
Not Clear. Not Memorable. Not Concise. Not Repeatable.

7. Sample of an old Mission
A community-based nonprofit organization dedicated to
protecting and connecting people to the water. We do this
by cleaning up pollution, restoring fish and wildlife habitat,
creating public access and enhancing educational
opportunities.
Not Clear. Not Memorable. Not Concise. Not Repeatable.

8. Creation of a New Mission
To restore and protect our water and ecosystem.
Clear. Memorable. Concise. Repeatable.

9. Vision
Not a statement.
A set of ideas to describe a future state.

10. Example of a Vision
Create clean water.
Restore fish and wildlife habitat.
Connect people to water.
Contribute to economic growth.

11. Mission
To restore and protect our water and its ecosystem.
Vision
Create clean water.
Restore fish and wildlife habitat.
Connect people to water.
Contribute to economic growth.

12. • Create your story
• Show your results
• Set goals (internal and external)
• Measure
Create Clean
Water
• Create your story
• Show your results
• Set goals (internal and external)
• Measure
Restore Fish and
Wildlife Habitat
• Create your story
• Show your results
• Set goals (internal and external)
• Measure
Connect People
to Water
• Create your story
• Show your results
• Set goals (internal and external)
• Measure
Contribute to
Economic Growth
Vision Business Goals

13. Staff assignments (great retreat!)
• Inventory all work and place into one of the four buckets
– Create compelling stories for each
– Results to date
– Determine 2-3 goals most important to achieve (Plus-Delta exercise)
– What will success look like (measurable)?
• Practice storytelling - :30, 1-minute, 3-minutes
• Discuss and determine what resources are needed in time,
talent and tinker to be successful (primarily CEO work with
board support)

14. Brand

15. Who owns a brand?

16. Everyone.

17. Anyone or anything can destroy it.

22. Facts
You have :3 to pull someone into your website
85% read headlines, subheads and look at pictures
1-3% read the fine print
14% understand their company’s strategy and direction

23. Simplicity.

24. Clarity.

25. Consistency.

26. Communications Audit
Too much of everything?
Too many words?
No consistent voice and message?
Mission statement inconsistent?
Brand look all over the place?
Some work heads north and then travels south?
Looks and feels like a grassroots, small organization?
Communications doesn’t reflect mission?

29. Recommendations

30. Create Brand Guidelines
Family of colors
– Headlines
– Subheads
– Copy
Font(s)
Logo and formats
Contact information (don’t make people work to find it)
Photo and art quality
Format designs based on channel

31. Create Editorial Filters
Message
– simple and understandable
– written in the headlines and subheads
– engaging
– inspiring
– authentic
– uses storytelling
– addresses the needs of a specific audience
– enhances our reputation as a leader
– supports our mission and vision
– reflects our personality – confident, expert, passionate, bold, forward
thinking

32. Answer the question(s)
Do we need this?
Is the cost (and time) worth it?
Does it accomplish what we hope to achieve?
– Raise awareness
– Prompt people to action
– Etc.
Does it meet our brand and editorial guidelines?
Is there a better way?

33. Gretchen’s Recommendations

34. Fewer. Deeper. Better.

35. Pick a few channels.
Don’t overextend.
Drive people to your website.
Make channels work hard for you.

36. Sit at the feet of those who have
a proven donor model.
Start building it.

37. Decide what you absolutely need
to accomplish your goals.
Don’t do anymore than that.

38. Throw out the old and what isn’t working.

39. Stay the course.
Consistency is critical.
Don’t make change for change sake.

40. Pick your internal Single Point of
Contact (SPOC).
Don’t let everyone be the chef.
Your meal will be ruined.

41. You might have to spend money
to make money.
Find it.