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The prince’s message caught the leaders off guard, and earned him a standing ovation and their support.
3. They’re concrete
Give people things that they can touch, feel and understand. Is there something you can carry around in your pocket that is tangible that communicates your case for support?
4. They’re credible
What's your organization's guarantee? Ross used the example of a bug exterminator that promised 100 percent satisfaction and money back — plus a host of other over-the-top guarantees — if all of your bugs aren't removed. “And bugs are hard to catch,” Ross noted, asking “What are you promising?”
Ross advised organizations do what he called the "New York, New York test." Most everyone knows the tune of "New York, New York," can sing along to the words, and might even start swaying and doing leg kicks as they sing it. Yet most of these same people don't know their credit card numbers or passport IDs by heart. Does your organization’s messaging stand out from other organizations in this way?
5. They’re emotional
Why don't organizations become more emotional about their messages, Ross asked. Rather than saying 20 percent of children die from "X" disease, make it more emotional by saying "one in five."
Or, better yet, adopt an emotional fundraising pitch. Ross told the story of the founder of an organization that works to deliver books to children to increase literacy. According to the story, an illiterate child once picked up a book and asked the founder what kind of brick it was, and the founder of course explained that it was a book, not a brick. Later, he rolled that experience into his in-person fundraising pitch, in which he used an actual book and brick to demonstrate the seriousness of the issue and asked prospects to support the cause if they thought books are more valuable than bricks.
6. They tell stories
Stories are a powerful way to convey your mission, and don't require many words to make an impact. As an example of this, Ross noted Ernest Hemingway's six-word story: "For sale. Baby shoes. Never worn." Can you convey your message in such a powerful way, in as few words?
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