Crafting Your 30-second Elevator Conversation

Crafting Your 30-second Elevator Conversation

Crafting Your 30-second Elevator Conversation
By Carole Rylander, CFRE and Charles Maclean, PhD

What is a 30-Second Elevator Conversation

It's the uncommon yet critical conversation with new potential supporters that is borrowed from the world of venture capital pitches. You have one chance to make a great first impression. Time is of the essence. The message must rise above the competing noise. Your sincerity, creativity, and the substance of your messages matters.

It's A Pre-Requisite For Any Fundraising

If you don't have a well thought out and rehearsed 30-second elevator conversation that your organization has reached consensus on . . . it's premature for you to be fundraising . . . and you may be threatening your nonprofit's future.

How Can It Help Me?

Have you ever wished for time with a prospect you hope would be interested in your program, if she or he only knew about it? If you suddenly found you had 30-seconds, trapped side-by-side in an elevator together . . . what would you say?

We're not talking about simply saying something polite or just coherent or reciting a mission statement. We're talking about quickly and confidently delivering a high-impact, memorable and emotionally engaging communication. It's a provocative statement that begs the question, "Tell me more!" Second to "Yes, I'll give," this is what we want to hear from a prospect, isn't it?

Now, add Board Members, volunteers and the clients you serve to the mix. We should be asking each of them to represent us by talking about our programs with colleagues, friends, and family. However, do they know what to say and how to say it? Do we even know what they are saying?

We spend hours crafting and editing funding proposals, but do we give careful consideration to what we say or how we prepare Board and volunteers to speak about programs?

The most important message nonprofit professionals, Board Members, and volunteers deliver is probably not your formal mission statement! Rather, it is your 30-second "elevator" conversation! (The spirit of your mission is contained in it, however.)

Unlike the high school English teacher's essay test, we can't B.S. our way through this one! The less time or room on paper we have for getting a message across, the harder it is. A short, effective message must be well thought out and crafted and rehearsed until it rolls off your tongue.

And, notice that we've called this 30-second interaction a "conversation," not a "speech!" In a 30-second conversation, information flows both ways, not just from the nonprofit representative to the prospect. Are you tuned in to notice the prospect's nonverbal responses? At least 75% of trusted communication is non-verbal. In truth, every conversation involves a two-way flow of information at all times!

Here's how you can get to the heart of what is most important about this critical conversation.

How To Get Started

To leave a lasting impression with a prospect or to prompt a prospect to say, "Tell me more!" start by identifying the most critical elements of your organization's story. Questions that expose these critical elements include:

What will the prospect's donation enable your organization to do that it can't do now?
What impact will that activity have and/or what change will occur for those individuals you serve?
What will happen to the individuals you serve and/or the community if this activity doesn't happen?
What is the benefit to the donor, both tangible and intangible, should he/she invest in your project?

Nuggets Of Wisdom For 30-Second Pitches

Next, craft your story so that it is brief and to the point, but engaging. Here is a template and tips for creating a fast track to engaging prospects.

"Hi, I'm ____________. ____________________________________." (Give information or a story that the prospect will remember a year from now!)
- Basic facts about your organization provide a framework for your conversation.
- Less is more!
"Think of us as _______________________." (Use a metaphor/analogy)
- Personalized, human stories, metaphors, and analogies are most memorable.
"The results we produce day after day in partnership with those we serve are ____________________________________________." (Combine data with an emotional hook.)
- Statistics describe the scope of the issue, but use only one or two.
- Prospects listen for impact - the change your program creates.
- Quote a client saying what you can't say about yourself without sounding like you are bragging.
"Are these the kinds of measurable results that could be important to you and our community?"
- The best ending to a 30-second conversation poses a question to the prospect about his/her interests.
1. If yes, ask: "Would this be a good time to invest 10 more minutes so I can hear more about what's important to you?"
2. If no, ask: "Thank you for telling me that. Would you tell me please what kinds of results are important to you?"
3. If still no say, "I appreciate what you give of yourself to our community. It seems that right now, what we do isn't a good match for your interests. Is that right? Here's my card. (Print something on the back of your card that makes it a keeper because it has useful non-perishable info). Please feel free to pass it on to someone who we might serve or who might want to get involved."

Pitfalls To Avoid

Among the pet peeves of major donors are "Fundraisers who fail to ask donors what they are passionate about before they tell them what project/cause they are passionate about." Certainly, this comment highlights the importance of respecting the prospect's perspective, but also informs us that we can be most effective when we know something about the prospect's interests and acknowledge those interests in our conversation. Respect is a key element of the 30-second conversation, and is lacking when the following pitfalls occur:

Rote recitation of a mission statement.
Making assumptions about the prospect's interests.
Taking more than 30-seconds.
Reciting only statistics or only stories.
Packing too much information into the message.
Talking more than listening.
Conveying only your own passionate fervor for your cause rather than listening and noticing the prospect's nonverbal responses and passions.

Worthy Resources

Additional resources to use in honing your 30-second elevator conversation as well as your case statement include:

Writing the Case Statement Clinic, August 7, 9:00am to 4:30pm, Center for Nonprofit Management, Dallas, Texas, Fee: $160 members / $195 non-members (includes lunch.) To register visit the Education section at www.cnmdallas.org or call 214/826-3470, ext. 239.

The Drucker Foundation Self-Assessment Tool Process Guide ($32) and Participant Workbook ($15), Revised Editions, by Peter F. Drucker Foundation for Nonprofit Management, Paperback, October 1998, Jossey-Bass, www.josseybass.com

Success Stories

Patrece is a Philadelphia pastor of great gospel voice who "sings" her 30-second engaging message. It's authentic, compelling and memorable. It works for her. Be creative and discover what works for you.

Barbara is a Dallas creative spirit who advocates for White Rock Lake. She borrows from detective Colombo of Public Broadcasting fame. As she leaves the elevator after a "yes" or a "no" she turns, blocks the door with her am for a moment and says, "Oh, by the way . . ." No one forgets her final quip. What is your "by the way" final quip?

Mark Twain Was Right

He said, "I'd have written a short letter but I didn't have the time, so I wrote this rambling long letter."

Take the time to craft, rehearse and be coached on your 30-second gem. Get videotaped delivering it because 80%+ of communication is nonverbal. Visualize the elevator you'll be in, the clothing you'll be wearing and the warm smile and handshake you'll be offering. Imagine both the "yes" and "no" responses and be ok with either. Have fun. If you're having fun . . . so will your elevator potential angel giver.

Your Mission Possible . . . Should You Choose To Accept

Use the questions and template above today to begin crafting the message that could help assure your nonprofit's future.

Video yourself delivering your 30-second elevator conversation and be coached by your peers. Start each day by delivering it into your bathroom mirror before going to work.

And By The Way!

The next time you are face-to-face with the prospect you've wanted to meet, how will you initiate your well-crafted, provocative 30-second elevator conversation? (Please know that you don't have to have one. Your organization's survival is not mandatory!)

Carole Rylander is a consultant to nonprofits in funds development, planning, and management, and creator of the "Case Statement Clinic."

Charles Maclean is founder and chief committed listener for PhilanthropyNow and of the workshop, "Delivering the Artful Ethical Ask in a down Economy".

Send Charles your 30-second elevator conversation to advocate@philanthropynow.com and receive a free copy of the "10+ Outside The Box Predictions For Giving & Asking".

Rights of first US print publication and second website posting granted to the Dallas Center for Nonprofit Management .