The Mikuska Group  

Everyone knows our story, don’t they?

What’s the image of your organization? Can you tell me in a few sentences? Will your board members tell me something different than the staff will? Are marketing materials saying one thing, fundraising materials another?

If your board, staff and volunteers aren’t all singing from the same song sheet, it’s hard for anyone to figure out what your story is and why they should support you. Develop four to five key messages and give them to everyone. Make sure they’re understood, and put them on small cards that board members and staff can have for handy reference.

Key messages form the basis of all your communications, from letters to speeches to website copy. You may think it’s repetitious, but it’s really reinforcement of your story. Everyone will know your story only if you tell it in simple and consistent terms.

Julie Mikuska



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