Message Matters: Succeeding at the Crossroads of Mission and Market

Message Matters: Succeeding at the Crossroads of Mission and Market

by Rebecca K. Leet
     
 

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It's a common nonprofit complaint, "When we're dealing with such important issues why aren't more people listening?" It may be true that everyone should care about your mission, but virtue alone wont catch the attention of your target audiences or prompt their action. Message Matters: Succeeding at the Crossroads of Mission and Market helps you do both. It

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Overview

It's a common nonprofit complaint, "When we're dealing with such important issues why aren't more people listening?" It may be true that everyone should care about your mission, but virtue alone wont catch the attention of your target audiences or prompt their action. Message Matters: Succeeding at the Crossroads of Mission and Market helps you do both. It shows you how to develop messages that resonate with your audiences desires so they take the action you want. Message Matters gives you a simple framework for making strategic decisions and guides you through five steps to produce a powerful, activating message. You'll learn how to: 1. Clarify the action you want, 2. Pinpoint who you want to take action, 3. Discover what your audience wants, hopes for, and desires, 4. Find the shared desires between your organization and your audience, 5. Convey your message effectively. The ideas and approach in Message Matters build on the authors years of work across the spectrum of professional communications and management and address the everyday challenges facing todays organizations. Examples and a case study bring key points to life Examples from more than a dozen associations, nonprofit organizations, foundations, and government agencies show how they have advanced their causes by using the framework in this book. A special chapter brings the theory and process to life in a case study showing how an organization used strategic messages to build a nationwide movement to change the paradigm for preventing child abuse. Whether you want people to fund you, participate in your programs, vote your way, quote you, collaborate with you, or volunteer for you, moving people to action is essential to achieving your mission. Compelling communications is the starting point. Use Message Matters and start connecting to people in a way that moves them to action. For more about the author, Rebecca K. Leet, visit: www.leetassociates.com.

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Product Details

ISBN-13:
9780940069633
Publisher:
Turner Publishing Company
Publication date:
08/20/2007
Pages:
160
Product dimensions:
6.00(w) x 9.00(h) x 0.40(d)

Meet the Author

Rebecca K. Leet provides organizational leaders with management counsel and strategic messaging. She is frequently sought by clients who want cutting-edge thinking and who want help making important decisions and communicating them clearly, quickly, and strategically.
Ms. Leet is the author of the first book on strategic message development, Message Matters: Succeeding at the Crossroads of Mission and Market (Fieldstone Alliance 2007).  Her other major works include Marketing for Mission (BoardSource 1998) and From Fundraiser to Change Agent: The Story of Transforming the United Way of Metropolitan Atlanta (UWMA 2002).
In addition to consulting, Ms. Leet writes and speaks about messaging, marketing and management issues. She has been quoted in 10 books and in publications ranging from The Wall Street Journal to The Chronicle of Philanthropy to PR Week. The author of more than 20 published articles on nonprofit management and marketing, she was the founding editor of Strategic Governance for Nonprofit Executives and Boards.
Ms. Leet has won the Silver Anvil, the highest award of the Public Relations Society of America. She is a former judge for the prestigious George Foster Peabody Awards, for the CINE Awards, and for the American Society of Association Executives' Gold Circle Awards.
Prior to starting her firm in 1985, Ms. Leet was a congressional reporter for The Washington Star, director of News Information for ABC News/Washington, press secretary to U.S. Sen. Lowell Weicker, and vice president of communications for The Wilderness Society. 
Ms. Leet has been a member of numerous not-for-profit boards of directors nationally and locally, including serving as the founding board president of two community not-for-profits in her hometown of Arlington, VA.

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