What are you looking for?

“So, what does your organization do?”

Posted by on August 10th, 2010
Posted in Blog, Nonprofit Branding, Nonprofit Communications, Nonprofit Copywriting, Nonprofit Fundraising, Nonprofit Messaging, Nonprofit Taglines, Nonprofit Training, Performing Arts, Storytelling   

Many nonprofit organizations have a tough time explaining the vital work they do in a way that really gets to the heart of why it’s important. They’re more familiar with how to launch into program details and statistics than with really connecting with their audience by conveying the impact their work has on the lives of real people.

Using our Minute Message Model™ will change all that.

Developing effective messaging isn’t rocket science, and we’ve been helping good causes get better at it for over a decade. Whether you’ve got one minute to get your message across during a shared elevator ride, five minutes at a reception, or ten minutes while your audience reads your newsletter, our Minute Message Model will give you confidence that you’re using that time well.

The Minute Message Model starts with the Belief Message. If you’ve only got a minute to share information about your organization, you need to make sure you’re only covering the most important things about your work. The simplest message, often referred to as an “elevator pitch,” conveys simple, high-level information about your organization, builds comprehension about the nature of your organization, and suggests the problem you’re trying to solve.

A compelling belief message provides an introduction to your organization, its brand, and the work that you do. This simple exercise allows you to create a Mad Libs–style belief message that will leave your audience asking for more. How do you use it? Just replace the underlined words with your own.


(Your organization’s name), believes (deeply held value). Every day we (verb) (object) for (constituents). Because (problem statement or opportunity statement).


Learn more about this messaging model through our series, Your Organization’s Story: What You Believe.


Jennie Winton is a Founding Partner of Mission Minded, a 25-year marketing veteran sought for her expertise in branding nonprofit organizations, and a one-on-one leadership coach.

See all posts by