When I speak to volunteer boards and nonprofit professionals, I speak to the importance of getting a second question. What do I mean? It is simple. If someone asks for further explanation or more info when you introduce yourself and your role in a nonprofit that is the second question.
In sales, everyone talks about how to learn to deliver an amazing “elevator pitch”. One of the origin stories from the term “elevator pitch” is when the editors of Vanity Fair would jump into the elevator to pitch story ideas to the editor-in-chief during the ride in the elevator. If the pitch had merit, they were invited to his office, if it didn’t they were dismissed to their floor.
The key to an elevator pitch is to engage someone in a single idea. Not to tell them everything about you, the organization or accomplishments, but to explain something you are passionate about and to convey that passion to the person in front of you.
The Vanity Fair people wanted an invitation into the office. All we are seeking is to continue the conversation, better yet to have an authentic conversation.
The elevator pitch has morphed into the concept that you have to give your entire story, never emphasizing anything interesting, in 30 seconds or less. To me that is the same as trying to verbally vomit all over someone. Neither one of these are very appealing to me.
I prefer the idea of a Moth pitch. The Moth is a nonprofit dedicated to the art and craft of storytelling. They hold hundreds of live shows and workshops across the country. To be selected, you need to call a voicemail and leave a one or two line pitch about an interesting story.
The pitches are as interesting as “I met my child’s father in the waiting room for the first time when my child was 17 years old. (a story about artificial insemination),” or “When my husband and I met, it was literally fireworks, literally (a new year’s resolution that gets kept)”
The Moth pitches are not about quickly summarizing a story, but about getting you interested in the rest of the story. As ambassadors for our nonprofit organizations, when we put on our organizational hats, all we want is to get people interested in the rest of the story.
When I think about some great nonprofits I work with, great opening statements I have heard that I believe would get a second question is “I give to the Red Cross because due to a slip of the knife, I ended up receiving 25 units of blood” or “You know I can’t think of one kid that said ‘when I grow up, I want to be an addict’. I certainly didn’t (said the sharp dressed man in a suit)”.
I have often shared that storytelling is the great marketing tool for nonprofits. Storytelling can be powerful because it explains the story of one, the impact your organization may have on one person, one family, or one community. People can connect with that one and possibly relate it to a person or passion in their own life. Nonprofits have to make a point of empowering board members and volunteers with mission moments (brief stories about the impact the organization makes on a single client).
In the Disney Institute, they talk about the need to only go the extra inch, not necessarily the extra mile. Both of them focus on exceeding the customer’s expectations. One of the best stories I have ever heard about this was from a conference for sales managers. The keynote speaker spoke about his experience at a hotel. He had made a reservation, and because they overbooked they had no space for him. The manager called a partner property and got him a room. Having to travel another 3 miles at 10pm at night, was the straw that broke the camels back.
Shortly after getting him to his room, there was a knock at the door with a tray of 2 hot chocolate chip cookies, a bottle of water, and a glass of milk covered with a brief note. The note simply said, “we know we cannot correct all the challenges of the day. We hope you know you are welcomed here and we hope your stay is pleasant”
The evening manager signed the card, and the keynote held up the card at the conference. This card was from 3 years prior to the conference, and that conference was at least 15 years ago. Great stories like this one can migrate and be retold again and again.
Whether we are talking about a simple invitation to an office or a handwritten note and some hot cookies at a Doubletree, the image is simple, yet powerful, and transferrable to many personal experiences. Rarely are true opportunities accented by sirens, blinking lights, horns or giant signs and arrows. Thus, I speak of the value of the second question and how to recognize that opportunity.
PB&J marComm would welcome the opportunity to work with you and your board through training, strategic planning, or creating an annual plan. Contact us.
