1 THE MESSAGE Jeff Martin, Director of Media Relations, Council on Foundations

2 “I don’t know who you are. I don’t know your company. I don’t know your company’s product. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s record. I don’t know your company’s reputation. Now—what was it you wanted to tell me?”

3 Communications Can: Affect Social Change Drive Traffic to Services Enhance Relationships Opinion Leaders Donors/Grantees Media/Public Alleviate Crisis Situations

4 Communications/Legislative Initiative (CLI) Research Advertising/Printed Materials Training

Not at all Extremely Aware Foundations Rating -- Influentials (e.g. policy makers): General Public: 3.6 Source: Wirthlin Research, 1998

6 * 36% of general public unable to name ANY foundation! Source: Wirthlin Research, 1998

7 Favorability 1.Churches 2.Charities 3.Universities 4.Foundations 5.Business Sector 6.Individual Philanthropists 7.Government

8 The Audience Public Policy Makers Media Foundations Grantees

9 Foundations Marshall Private Wealth for the Public Good. Foundations work with communities to find answers to many of our country’s biggest problems – from improving public education and healthcare, to decreasing hunger and unemployment.

10 Central Message Tips Your message:  is the first and sometimes only information people will know about your organization.  sets you apart from other nonprofits.  signals the community about your commitment to them.

11 The Pie In The Sky Foundation is a resource for innovative people and institutions worldwide. Our goals are to: Strengthen democratic values Reduce poverty and injustice Promote international cooperation Advance human achievement

12 The mission of the Rumplestiltskin Foundation is “To help people help themselves through the practical application of knowledge and resources to improve their quality of life and that of future generations.”

13 The Robert Wood Johnson Foundation was established as a natural philanthropy in 1972 and today it is the largest US foundation devoted to improving the health and health care of all Americans. We concentrate our grantmaking in four areas. To assure that all Americans have access to basic health care at reasonable cost To improve care and support for people with chronic health conditions To promote healthy communities and lifestyles To reduce the personal, social and economic harm caused by substance abuse – tobacco, alcohol, and illicit drugs.

14 Well Defined Messages Result in… Higher quality grant applications, Higher visibility for grant recipients Improved performance by grant recipients Improved visibility for foundation issues

15 Mission Statement WHO you are WHAT you do WHY you do it * You should be able to light a match and say your mission statement before you get burned.

16 The Enterprise Foundation rebuilds communities. Working with non-profit, private sector and government partners and a national network of more than 1,600 community-based organizations in 550 locations, Enterprise provides low-income people with affordable housing, safer streets, and access to jobs and child care. Enterprise has raised and committed more than $3.4 billion in equity, loans and grants to help build or renovate more than 107,000 homes. Press Release Example

17 PUT A “FACE ON PHILANTHROPY”

18 GREAT GRANTS 911 Polio Vaccine White Lines on Highway Sesame Street

19 Soundbytes -- microwave society Complexity Kills! -- communicating vs. complicating -- jargon

20 The Jargon Game Set 1Set 2Set 3 1.Relative1. Effective1. Planning 2.Integrated2. Management2. Concept 3.Total3. Area-wide3. Involvement 4.Periodic4. Efficient4. Thrust 5.Comprehensive5. Available5. Position 6.Public6. Cost6. Controls 7.Voluntary7. Automated7. Projection 8.Interim8. Intermittent8. Capacity 9.Limited9. Organizational9. Interface 10.Synergistic10. Divergent10. Programming