Results and consequences

Another piece of advice from Frank Luntz -- in your communications, use the emotion of stories and pictures but also include RESULTS and CONSEQUENCES.

Results: Include a numbered list of tangible things your nonprofit has accomplished.  Luntz recommends numbers over bullets because people tend to read number lists and skim bulleted lists.  This will show what happens when people support you.  It shows you are a good INVESTMENT.  (I am capitalizing words from yesterday’s post -- 21 words for the 21st century.)

Consequences: Explain what will happen if people do not support you.  Don’t make this the bulk of your communications, because going negative typically overwhelms people to the point of inaction.  But say what happens if a problem is not addressed.  Then move on and focus on inspiring people to make a difference.

What are your results and consequences?  Communicate them clearly.