Article: Make Every Speech A Branding Opportunity
As seen in Association Management Magazine, August 2003

By Vickie K. Sullivan

Executive directors who hit the speaking circuit can augment fundraising campaigns and provide a personal perspective on the role played by their organizations. Hildy Gottlieb, co-founder of Community Diaper Banks of Arizona and president of Help for Nonprofits and Tribes, both in Tucson, knows this for a fact. Gottlieb, who uses speaking to build an army of supporters, notes, "If we can raise awareness of our issue, then the issue becomes our brand."

Effective speeches never take place in a vacuum. What happens before, during, and after the speech is what creates branding momentum and keeps it going. Here are four tips for making every speech a branding opportunity.

1. Say something different. Break out of the box, question conventional wisdom, or offer alternative ways of thinking. This approach can set a nonprofit apart from the rest. "The speech is about showing your stuff," Gottlieb explains. "Speeches need to answer the question: What sets you apart? Why should anyone get involved in your cause versus all the other causes out there?"

2. Showcase the speech. Don't depend solely on the audience the host provides to relay your message. Invite anyone who needs to know about your organization's mission. Ask permission to invite potential donors and other interested parties. In most cases, it will be granted, especially if the group is large enough that a few extra people won't disturb the flow of the event. Note: The best time to make this request is before accepting the invitation.

3. Enhance the impact of the speech by finding cost-effective ways to distribute taped copies. Negotiate with conference sponsors for free copies, volume discounts, or event limited permission to copy and send tapes to those who couldn't hear the speech. Emphasize your idea's marketing potential of reaching invitees who were interested but couldn't attend.

4. Stay connected. Cultivate and maintain an ongoing connection with the audience. Develop a follow-up activity, perhaps a weekly chat room to discuss experiences or an informal support network. This strategy gives the organization continual visibility and strengthens its brand positioning. The connections will pay off. "We'll get cards from folks who want to get involved, and we find ways to engage them as individuals," reports Gottlieb. "We start to nurture the relationship that will benefit us both."

When used effectively, speaking becomes the springboard to many opportunities to increase support and funding for your organization. Whatever the cause, the nonprofit's brand boils down to what it does to improve the community or the stakeholders it serves, and what better way to communicate that than through the passion of its leaders?

"Working with you was amazing. You not only did what you said you would but far exceeded our expectations. Your ability to quickly, yet accurately, synthesize our company information into a meaningful focus was terrific. The work we did on repositioning and refocusing our organizations has already paid off! We look forward to more great results as we move forward this year. On behalf of the whole Thunderbolt Team-thank you."

Grace McGartland Thunderbolt Thinking Inc. Author of Thunderbolt Thinking

There are too many speakers not getting full value from every speech. Why? Check out the top three mistakes experts make in Vickie's Speak to Sell program.