Based on the seminar "12 Resolutions for Better Communications" by Brian Sooy, and the book Raise Your Voice: A Cause Manifesto. Learn how purpose, character, and culture make your cause meaningful, and help you connect your mission with your audience.

1. 1© 2014 Aespire.com | Brian Sooy

2. Based on principles from
Raise Your Voice:
A Cause Manifesto
Exclusively on
bit.ly/RYVAmazon
bit.ly/RYVKindle
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3. What motivates your
advocates, ambassadors,
and supporters?
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4. People are motivated by their heart, their mind, and their values.
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5. Identifying where your organization fits in the Cause Quadrant
can help you understand what motivates your supporters.
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6. Asking your supporters why they believe in your cause creates an ongoing
dialog and aligns their values with yours.
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7. Why do people give?
• Personal connection
• To make a difference
• To make an impact
• Faith based choice
• Sense of loyalty or affinity
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8. “Ask a man to give, and he will give for a
day; teach him how to give, and he will
be generous for a lifetime.”
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9. How do you connect
with your audience?
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10. Trust
Transparency
Stewardship
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The three objectives of mission-driven design

11. Mission-Driven Design
Mission-driven design aligns
design and marketing
communications with
your organization’s
purpose and mission.
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12. Mission-Driven Design
Mission-driven design encompasses
the touch points of positioning,
differentiation, strategy, design,
marketing communications, media, and
user experience.
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13. The heart may inspire you to
begin a journey, but you must
begin with the end in mind.
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14. The Engagement Continuum
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15. People who become
believers in your cause
follow a four-step path.
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16. Attract Inform+Inspire Engage
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Your strategy should be a continuum
of communication leading to stewardship.

17. Attract Inform+Inspire Engage
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As people move through the engagement continuum, marketing will decrease;
while relationship nurturing will increase.

18. Still not connecting?
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19. Mission
Vision
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Your mission drives you.
Your vision aligns you.
Too often, we substitute what we do for what we believe.

20. Three Common Challenges
Lack of Clarity
Lack of Focus
Need to Do
Who are we and
why do we matter?
What are we saying and
how are we saying it?
Something. Anything.
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21. do something.
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Don’t start with the desire to

22. marketing
branding
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23. be something.
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Start with purpose.

24. Be Personal
Have an identity.
Have a personality.
Have a voice.
Have a purpose.
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26. People are looking for a leader to
follow, and a cause to believe in.
Will you be the one that
starts a movement?
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27. Purpose
• Your cause is what people
believe in, and is meaningful to
your audience.
• Your mission is the impact that
people believe you can make.
• Your purpose is found in the
deeply held beliefs and higher
calling that compels you to act
on your mission.
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28. Character
• Values are principles that give
meaning to purpose.
• Your audience finds meaning in
your purpose and cause when
your values align with their
values.
• Values define an organization’s
character, are vision in action,
guiding an organization’s
behavior and practices.
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29. Culture
• Actions speak louder than
words. Culture is the visible
evidence of your values.
• Culture is character in action.
• Your stakeholders experience
your culture and values at
every touch point and
interaction.
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31. Voice
• Your audience is listening for a
voice that speaks to their minds,
and appeals to
their hearts.
• An organization’s visual and
verbal voice makes it
recognizable and familiar.
• The organization’s voice should
be consistent with its purpose,
character and culture.
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32. So what?
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33. Your cause is not a brand.
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34. Your organization
is not a brand.
It is a voice that speaks
on behalf of a
meaningful cause.
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35. Four Dimensions of
Communications
and Culture
The Cause Manifesto
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37. 37
Strategy, focus, and meaning
show your audience and supporters
that you know
where you’re headed
and how you will get there.

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41. 41
Leaders create powerful and
compelling narratives through
insight, inspiration, and
engagement.

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45. 45
Meaningful relationships
are nurtured by gratefulness
and trust, with authenticity
and transparency.

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49. 49
Confident and authentic leadership will
be positive, powerful,
and courageous.

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54. Want more?
Download the presentation notes at
bit.ly/RYV_Sharing
Insights: aespire.com/blog
Knowledge: aespire.com/books
Inspiration: @briansooy + @aespire
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55. Join the ChangeMaker Movement
Become a member of the
ChangeMakers Movement and
receive monthly inspiration and
insights for creating a culture of
communications through mission-
driven design. Members receive a
free
Cause Manifesto Poster!
bit.ly/RYVChangeMakers
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56. Based on principles from
Raise Your Voice:
A Cause Manifesto
Exclusively on
bit.ly/RYVAmazon
bit.ly/RYVKindle
56