To meet the standard in full, you have developed well-written messages that are deliberately framed for each audience. These messages are simple, concrete, compelling and supported by facts.
Audiences generally appreciate targeted communications. What do you want your audience to know? What do you want them to tell others about you? What do you want them to do?
If you have identified your priority audiences you can start to think about the storyline and messages that you want to convey.
The term storyline refers to the major conclusion(s) that you want audiences to understand from your impact evidence. For example, that you have a solution that local politicians should take pride in, or you offer a value for money alternative for funders.
Messages are the chunks of information that support your storyline. For example, a message relating to value for money could be supported by unit cost data, or evidence of personal transformation could be demonstrated through a compelling case study. Each message should communicate a single idea, but, collectively, the messages should connect with the larger theme (in other words, the storyline). Keep the messages simple, compelling and driven by the impact evidence.
Critically, also consider what your call to action is – what you want people to do after they hear your messages. This can be a great opportunity to mobilise supporters to fund your work, join your campaign, buy from you, and so on.
Course 9 in the Impact Practice series from the Social Enterprise Institute provides plenty of tips on how to craft messages that will inform and inspire your audiences.