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How To Simplify Your Message and
Tell Your Story
Nick FellersNick@forimpact.org
All information copyright © 2010 - ForImpact | The Suddes Group - www.forimpact.orgNJF_telesemnotes_simplifymessage_090210
All information Copyright © 2010 For Impact | The Suddes Group forimpact.org 1
PoINT oF View
The size and scope of your
iMPACT!
The size and scope of your
iNCOMe!determines
All information Copyright © 2010 For Impact | The Suddes Group forimpact.org 2
WHAT IS “MeSSAGe”?
90% Of Funding challenges come From:1. Not asking
2. Not being with the right prospects
3. Not having the right message (which usually makes number 1 much easier and number 2 (the right prospects) much more apparent.
Definition:
That, and only that, which a prospect needs to UNDERSTAND in order to say,
“I totally get it!”
simple Message (99.99999% of the time)• Save Lives
• Change Lives
• Impact Lives
The challenge:
order. Simplify. Reframe.
All information Copyright © 2010 For Impact | The Suddes Group forimpact.org 3
30,000’ wHY? (Purpose)
14,000’ wHeRe does the money go?
(Funding Priorities)
3’ HOw can I help? (The Plan)
Altitude Helps With:• Story Flow
• Answering the three questions of every investor?
• Engaging board, prospects AT THe HiGHesT leVel!
30,000’
14,000’
3’
+ wHAT?
ALTITUDE FRAMewORK FOR STORY
All information Copyright © 2010 For Impact | The Suddes Group forimpact.org 4
SiMPliFY yoUR mESSAGE
‘Mission statement’ Vs. Message (On A Napkin)
Take The story To 30,000’
iT’s NOT AbOuT:
A Building
Staff Salaries
Budget
Unrestricted Funds
iT’s All AbOuT:
Transforming (The Community)
Changing (The Way We Educate)
Innovating (The museum Experience)
Ending (Homelessness)
All information Copyright © 2010 For Impact | The Suddes Group forimpact.org 5
sell Your CAUSe
Find A Framing Device
• Metaphors: Nobel Peace Prize For Children’s Advocacy
• “Initiative.” Example... it’s not about ‘case management.’ It’s about A Healthy Families initiative.
Make it Visual
JuNiOr AcHieVeMeNT
Experience Trumps Visual
mESSAGING iDeAS
� All information Copyright © 2000-2009 For Impact | The Suddes Group
DREAMS
ATTITUDE
FINANCIAL
LIFE
EN
TREPRENEU
RIAL
SKILLSSK
ILLS
• Sell Your CAuSE
• Find A Framing Device
• Metaphors: nobel Peace Prize for Children’s Advocacy
• “Initiative.” Example... it’s not about ‘case management.’
It’s about a Healthy Families Initiative.
• Make It Visual
Junior Achievement
Child Provider
Making Connections
LITERACY
All information Copyright © 2010 For Impact | The Suddes Group forimpact.org 6
Reframe Debt
Everything’s A Project
• Operations• Staff Salaries• Unrestricted
rule of 3
ExAMPlES:
• Research, Education, And Service
• Campus Faculty And Students
• Google.Org
ReFRAmING
All information Copyright © 2010 For Impact | The Suddes Group forimpact.org 7
PRESEnTATIOn TOOL exAMPle
� All information Copyright © 2000-2009 For Impact | The Suddes Group
The Community
“Whatever hurts my brother, hurts me.”
“STUDENTS”
“TEACHERS”“LEARNING
EXPERIENCE”
547 1857 1868 1972 2007 20121974
Purpose
Priorities
Plan
Inner City Young Men Rule of St. Benedict Transforming Lives
DRAFT v. 1.0
How you can help... NOW:
1. CHAMPION ...Our School
2. INVITE ...others to ENGAGE
3. INVEST ... with a COMMENSURATE COMMITMENT
LEADINVESTMENTS
LEGACY SOCIETY
“TOMORROW”
“FOREVER”
“TODAY”
$19 M
$35 M
$3.5 M
$3 MANNUAL OPERATIONS
PRIORITY INITIATIVES
• Tuition Aid • Residence Life • Counseling and Guidance
• Experiential Learning Trips • Learning Environment • Service & Outreach
• Core Learning Programs • Religion • Arts & Athletics
• Leadership • 95% of Graduates go to College
• Stability • Tradition
• Meet 100% of Financial Need • Demand Excellence
For Impact High School
All information Copyright © 2010 For Impact | The Suddes Group forimpact.org 8
THE MICROFINANCE LENDING ENGINE... to MATCH LENDERS & BORROWERS... addressing a $40 Billion MARKET GAP.
GlobeFunder Story
Microfinance Story
Market (Demand) Story
Feb ‘07 Dec ‘07Feb ‘06 Beta Funding Plan16 Advisor - Investors$50,000 Investment ( 1 Unit)1% Equity / Ownership in GlobeFunder$800,000 Beta ‘Angel’ Funding
Start-Up
BetaScale
T h e O p p o r t u n i t y
Investors BorrowersMicro-Entrepreneurs
Investor Loans
Social Loans
MFIMicro-Finance Institution
NGO NFPO NGO NFPO
No AccessDeveloped World Undeveloped World
No Access
Grameen-Yunus-Nobel
25 Year: Legitimate Debt Sector
$10 Billion Loaned to Date
100 Million Loans: 60-90% WOMEN
97% Payback
500 MILLION Micro-Entrepreneurs
$50 BILLION Capital demand
Growing at 15-30% annually
*No existing scalable distribution model
Investment: $25,000 Cash+ 2 Years / Time / Effort
People - $250,000Legal - $250,000Technology - $300,000
GlobeFunder LiveMFI Partners In SystemLoans Fulfilled
BETA INVESTOR PORTAL
NEXT GENERATION FINANCIAL PORTAL
Investment: $800,000 Investment: $6,000,000
6 Current MFI Partners(Kenya, Mexico, Armenia, Morocco)
Initial Demand: 3,000 Borrowers
(2 Weeks)
VISION: To create a global community of investors... helping micro-entrepreneurs.
10,000 MFIs; 200 Do Bulk of Lending
$
Market Driven Interest Rates
GlobeFunder RevenueBorrower: Transaction FeeLender: Broker FeeGlobe Funder: The Float
PRESEnTATIOn TOOL exAMPle
All information Copyright © 2010 For Impact | The Suddes Group forimpact.org 9
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[DRAFT
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FUnDInG PLAn exAMPle
All information Copyright © 2010 For Impact | The Suddes Group forimpact.org 10
ABOUT FoR ImPACT | THE SUDDES GRoUP
We help you tell your story and fund your vision through training, coaching and consulting
based on 25+ years of experience and $1Billion+ raised. For Impact is also our message,
our commitment and a movement.
To learn more about
Speaking Strategic Coaching
Campaign Prep major Gifts
Campaigns Board Workshops
Strategic Planning / Visioning Custom Training
message Building
Setup a phone discussion with Nick Fellers (nick@forimpact.org or 614-352-2505).
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