In my training work I enjoy working with frontline fundraisers and their professional colleagues on their elevator speeches, and with volunteer leaders on their personal stories. I have learned that it’s valuable to point out the distinctions between the two.
The Personal Story is a first-person sharing of experiences, memories, and feelings, while the Elevator Speech is a second-person sharing of something observed. They are so closely related that some stories can be tailored to share from either perspective, and that’s OK, as long as the teller understands his perspective and his purpose in sharing.
The Personal Story is best suited to volunteers, and in some cases to professionals who directly interact with those served by their nonprofit. The stories of their first-hand experiences and interactions create opportunities to share with possible donors a firsthand experience on the impact private support can make on mission and programs. Here’s an example of a story told by a grateful patient, a storyteller who clearly had the experience being described. Imagine the impact on the audience at the reception where this story was shared.
“I recently had (name the procedure) at (hospital) and want you to know what a remarkable experience it was. I was scared stiff when I checked in, despite my surgeon’s briefings and personal consultation. Imagine my surprise when (surgeon) was there to greet me, to personally walk me into the prep area. She was just amazing. And that’s before the operation itself, which went very well. Dr. (name) has continued to reach out to me periodically during my recovery. (hospital) goes above and beyond the norm and I am a huge fan. We should all be very grateful to have (hospital) in our community.”
The Elevator Speech is a report on something witnessed or told to the professional, and occasionally to the volunteer leader (board/committee member). It is typically delivered by the development director or by the boss – the CEO, the executive director, the president, the dean – or by a volunteer leader – the chair of the board or the development committee. Sadly, it is typically delivered as a ten minute spouting of figures and factoids, thoroughly boring the audience. This is not its intent.
An effective elevator speech must contain two vital elements: personalization and brevity.
Personalization means finding a story to tell within the Elevator speech. If the CEO didn’t personally experience the benefits of a given program, she can tell a story second hand, of something observed or recounted to her. It still must be about someone, about a meaningful experience, about the impact of the experience.
Brevity means no longer than two minutes, ideally half that. If the intended audience responds, the teller now has permission to dig deeper, to haul out the figures and share the factoids with someone who has expressed interest and won’t be turned off by them. Here’s an example from a college program that supports students, told to an alumnus who has indicted concern for student retention.
“I recently visited the offices of our First Year Experience Program, a new initiative that helps freshmen with various academic deficiencies. Over the course of this semester I have watched Michael, a young man from my home town, grow in so many ways as his grades improved. When I first spoke with him he could barely look me in the eye. During my visit to the study center last week the program director updated me on Michael’s progress. She showed me Michael’s mid-term English paper on John Milton. As important as the B grade was, she was more impressed by Michael’s excitement when they had a real, lively conversation about why he chose to study Milton. Michael is learning to think as well as improving his grades. This was learning on so many levels. This program matters because it works.”
Over time the CEO and development director can collect a variety of elevator speech topics and select an appropriate one for each audience. For example, if you’re preparing to meet someone who benefited from (program), spend a little time with (program) director to collect a customized speech topic.
Regardless of what role you play in your nonprofit and which tool you need for any given engagement, it’s all about getting as personal as you can. After all, we are in the relationships business, and that’s very personal.
See templates for My Elevator Speech and My Personal Story at https://thefrontlinefundraiser.com/resources/