Always Be Camera-Ready
It ought to go without saying that being camera-ready entails much more than a fresh swipe of lipstick or a comb through your hair. And while I’m referring to a literal camera, e.g. the kind used in news reporting, I’m also thinking of a metaphorical camera —the lens through which individuals take in what you’re communicating. Beyond your appearance, what you say, and how you say it, is tantamount to your message being received as you intended.
The opportunities to speak up and out are only increasing. Thanks to the proliferation of social media, just about anyone can broadcast a message these days. More stimuli are vying for attention, making it that much harder to cut through the clutter and hold an audience. And once you've got a captive audience, whether speaking at a conference or riding in an elevator, you cannot squander the opportunity.
Thus, I'd contend that everyone in your organization ought to be camera ready. Every employee. Every board member. Every volunteer. Every donor. Heck, every vendor. Within their respective spheres of influence, internally and externally, every one of them is at minimum a foot soldier of your nonprofit and has the potential to be one of your greatest ambassadors if equipped and deployed appropriately.
Now getting down to brass tacks. There are three essential tools for camera-readiness:
A 30-second pitch
A statistic
A story
My friend Leslie Rhode is a recognized news leader who, over the course of her journalism career, has been trusted by millions of viewers in multiple markets for her credibility in reporting the news. Leslie was instrumental in helping me get camera-ready during my tenure as Director of Development & Communications at Texas Advocacy Project. Here below, she offers pro-tips on maximizing these tools of camera-readiness:
30-second pitch: Akin to your mission or vision statement, this soundbite provides a high-level summary of your organization's purpose. “Considered the elevator pitch, this should describe WHAT you do and more importantly WHY you do it,” notes Leslie. “You don’t have to include your professional title, but you should tell them how your nonprofit changes lives.”
Statistic: No question, facts can be compelling, but limit yourself to one --or risk bogging people down with number-overload. Leslie advises her clients to “choose one compelling number that immediately sells the impact your organization has on the community — a number people will remember easily. The statistic may change depending on what topic you are discussing at the time.”
Story: Nothing engages a listener quite like a story that resonates. Stories bring to life the difference you're making in the lives of real people. Leslie firmly believes that “the best stories start with a challenge or problem and evolve to a ‘happily ever after ending’ because of the work your organization does.”
In closing, think of these tools as key instruments in corralling your nonprofit's next donation. You never know who's primed to donate, provided your message resonates.
[By the way, Leslie has her own consulting business focused on media communications and how to communicate effectively in a virtual world. Learn more about her services here.]