Resource Mobilisation

“Sticky Ideas”

HOW TO MAKE MESSAGES TO DONORS:

POWERFUL?

MEMORABLE?

Words:

CONNECT?

CONFUSE?

Change

Yes we Can

6 key attributes of a successful message

S - SIMPLICITY

U – UNEXPECTED

C - CONCRETE

C – CREDIBLE

E – EMOTIONAL

S – STORY TELLING

S– SIMPLICITY (AGAIN)

SIMPLICITYHow do we create ideas that are simple yet profound?

“Comprehensive community building naturally lends itself to a return-on-investment rationale that can be modeled, drawing on existing practice. A factor constraining the flow of resources to CCIs is that funders must often resort to targeting or categorical requirements in grant making to ensure accountability.”

UNEXPECTEDHow do we get our audience to pay attention – and stay interested to give you time to get your message across?

Use surprise

Generate Interest

Make them curious

CONCRETEHow do we make our ideas clear?

AI DSE UNA TOF BIWH OCIA

AIDS EU NATO FBI WHO CIA

http://images.google.com/imgres?imgurl=http://www.sdsonline.co.uk/images/Portion%2520Pak%2520Salt%2520Sachet.jpg&imgrefurl=http://sdsonline.co.uk/&h=591&w=395&sz=48&hl=en&start=11&um=1&usg=__Tx949UABrNruLvv1vY2Wuxhsjqc=&tbnid=AifGNUg9PvGz3M:&tbnh=135&tbnw=90&prev=/images%3Fq%3Dsachet%2Bof%2Bsalt%26um%3D1%26hl%3Den%26rlz%3D1T4SKPB_enCH243CH244

CREDIBLEHow do we make people believe our ideas?

EMOTIONALHow do we get people to care about our ideas?

Make people FEEL things

STORIESHow do we get people to act on our ideas?

6 Word Story

For Sale

Baby Shoes

Never Worn

Teenage Mothers

Passing exams

Changing Lives

Present Future

Positive

Negative

TIME

STATE

OPPORTUNITY VISION

CRISIS RISK

WHERE DOES YOUR STORY SIT?

½ price ARVs for next 2 years

55m AIDS Orphans by 2015

Child dies every 2 seconds

Malaria net distribution – reduce no. of cases by x%

STORIESMake sure you portray your cause not your organisation

SIMPLICITYAgain!

6 key attributes of a successful message

S - SIMPLICITY

U – UNEXPECTED

C - CONCRETE

C – CREDIBLE

E – EMOTIONAL

S – STORY TELLING

S– SIMPLICITY (AGAIN)

Thank You