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Perfecting Your Pitch with Erica Mills for the Ignited Online Fundraising Community

5/15/2013

© 2013 All Rights Reserved. Lori L. Jacobwith, Apporté LLC 1

Perfecting Your Pitch

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Perfecting Your

Pitch:How to get the right

message to the right

people at the right time

Presented by

Erica Mills of Claxon


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Professor,

writer, speaker,

and coach.

Big time word

nerd.

Erica Mills


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The Claxon MethodTM

1. WHAT does marketing success look like?

2. WHO do you need to reach for your marketing to be successful?

3. HOW can you most effectively reach your ideal supporters?

WHAT WHO HOW


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Engagement Cycle

1 Know

2 Under-stand

3 Engage

WHAT WHO HOW


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“You have to understand

that nothing appeals to

everybody.”

Gene Simmons


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WHAT WHO HOW

Motivation

Emotion


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Motivation

Emotion

Motor=to move


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How did pitches end up in

elevators?

Elisha Otis


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Elisha Otis


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The point of a pitch is to

spark action and

engagement.


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Top 5 Pitchfalls

1. You sound like a robot.

2. You talk about yourself.

3. You talk too much.

4. You use jargon.

5. You sound like a talking tagline.


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Top 5 Pitchfalls

1. You sound like a robot.

2. You talk about yourself.

3. You talk too much.

4. You use jargon.

5. You sound like a talking tagline.


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“Those Pitchfalls sound scary and

painful, Erica! What can we do to

avoid them?! How can we get our pitch

to spark conversations that lead to

action and engagement?”

CORE MESSAGE


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An effective core

message is concise,

compelling and

repeatable.

Core Messages

Before & After


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Group Health Research Institute (GHRI)

is a non-proprietary, public-domain

research institution within Group

Health, a health care system based in

Seattle, Washington.

GRHI: BEFORE

Group Health Research Institute does

practical research that helps people

like you and your family stay healthy.

GHRI: AFTER


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NW Biosolids: Before

In the Pacific Northwest, we generate

around 200,000 dry tons of wastewater

solids every year. I work with a

regional non-profit whose aim is to

find safe and beneficial ways to

utilize these solids in forestry, land

restoration, reclamation, agriculture

and landscaping.

NW Biosolids finds the best ways

to recycle what you put down your

drain.

NW Biosolids: After


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How the heck do we get from our great,

big long mission statement to an itsy

bitsy core message?!


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verb (vûrb)

The part of speech that expresses

existence, action, or occurrence in

most languages.

Noun (nown)

A word or group of words used to name

or identify a class of people, places,

or things, or of a specific person,

place, or thing.


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<Object> [verb] {object}.

<We> [verb] {object}.


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Splash: Before

We change the lives of vulnerable

children in impoverished urban

areas by providing clean, safe

drinking water to orphanages,

schools, children’s hospitals,

street shelters, and rescue

homes.


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Splash: After

We clean water for kids around

the world.

Core Message Construction:

Rule of Thumb

Verb first.

Nouns second.


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CORE MESSAGE [in context]

Core message


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Core message

+ Supporting message

Core message

+ Supporting message

+ Personal message

Highly-effective 3-part message!!!


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1

Core message

2

Supporting message

3

Personal message

3-part message

1

Core message

We clean

water

for kids

around

the

world.

2

Supporting message(s)

We do this

in places

where you’d

expect the

water to be

clean—

schools,

orphanages

and

hospitals.

3

Personal message

Our team

makes sure

over 200,000

kids in Asia

and Africa

get clean

water every

day.

Splash


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‘Controlling the message’

=

Exercise in frustration and futility


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Tips

1. Optimize for your believers

2. Distill down to your essence

3. Pick your verb then your nouns

4. Avoid Pitchfalls

5. Practice, practice, practice!


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QUESTIONS?

THANK YOU!

To get your copy of Pitchfalls and other DIY

tools, visit www.claxonmarketing.com!

Email: [email protected]

Facebook: /claxonmarketing


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June: How to Fundraise When You Are Shy or Introverted

Thursday, June 20, 201311 AM Central

Be sure to take the Asking Matters Asking

Styles assessment before this webinar!

Brian Saber, co-founder Asking Matters

Imagine What’s PossibleFundraising Boot Camp!

Wednesday May 298 to 9:30 AM Central

• 7 full hours of coaching

• A “buddy” organization

• Best practices & tools to help you complete a specific project or meet a fundraising goal.


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Perfecting Your Pitch

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perfecting your pitch - ignited fundraising...perfecting your pitch with erica mills for the ignited...

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