DonorUP

Sticky Messages Work

Quit making self-centered boring presentations and learn how to produce a sticky message--because it works! To be "sticky" the message must be understood, remembered, and change the audience's behavior.

In their book, Made to Stick, Chip & Dan Heath propose a formula for S.U.C.C.E.S.S. that will make your presentations and proposals meaningful and memorable. Every school leader, teacher, and fund raiser should study this book. Below is a brief summary of the key elements that determine the impact of your message:

• Simple
  Find the profound core message and express it in a compact but powerful way.

• Unexpected
  Surprise your audience to make them pay attention and think.

• Concrete
  Include descriptive detail and information the audience can visualize and feel.

• Credible
  Use vivid details and meaningful statistics presented in such a way that the audience can test your message for themselves.

• Emotional
  Make them feel your message because for them to take action they first have to care.

• Story
  Stimulate and inspire your audience with a simple story that reflects your core message.

• Significance
  This S has been added to the formula in the book to emphasize that your donor audience must believe that their investment is going to make a difference.

You will be far more effective as a fund raiser as you learn to consistently apply this formula to your message.