Defining an Effective Message 

It Pays to Plan Ahead

Communications planning is critical for media outreach but its value reaches far beyond traditional external relations.  For organizations with limited resources, taking time to formulate a consistent and effective message can be a valuable investment that enhances fundraising and development, media advocacy and public relations, direct service and outreach efforts. 

Working Together

Developing an effective message can also help your organization's team of staff, volunteers, donors and supporters articulate a coherent and consistent idea about why your organization's work and mission matter.

Tip: As you read through the steps for building a message, think about ways you can engage colleagues and peers from your organization. 

Definition of Message

A message is a concise statement whose purpose is to prompt your audiences (the people you want to reach) to act in a way that supports the goals of your organization or its campaign. 

Usually one to four sentences long, a message captures the essence of your work and why it is relevant and worthy of attention and support. 

An effective message: 

• Is simple and easy to understand and avoids relying on confusing industry or issue-specific jargon 

• Defines a concept, which states or implies what you want to accomplish (stop pollution, end child abuse, increase contributions to health-related causes) and how you seek to address the problem defined 

• Contains language that resonates with the your target audiences, the people who will not only support your goals, but will also be motivated to act 
  
  

• Describes a challenge your organization seeks to address by identifying the victim and hero, and the action steps that will lead to a positive solution

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