A good friend and colleague told me today that ‘Elevator pitches are dead’.

Then I saw this by Seth Godin: The best elevator pitch doesn’t pitch your project. It pitches the meeting about your project. The best elevator pitch is true, stunning, brief and it leaves the listener eager (no, desperate) to hear the rest of it. It’s not a practiced, polished turd of prose that pleases everyone on the board and your marketing team, it’s a little fractal of the entire story, something real. (See the whole post here.)

Seth advocates a brief statement intriguing enough that people ask for more- ideally leading to a meeting where you can then pitch the donor. Its a great concept and one that orgs should practice. That beautiful story of the family you helped out of debt? The stunning results of your program to get to kids before they are at risk? The buy in from major donors to your revolutionary new idea? These are great things to reference to lend credibility, prestige and to help you stand out from the thousands of other organizations out there.

But still too many orgs cannot state what it is they do and what makes them unique in two or three sentences – and they must be able to. While it may be true that no one ever bought anything in an elevator (I wouldn’t know for sure), I do know that an organization that can’t make clear who they are and why they are special in two sentences won’t get to the next floor.

Practice the following:

Take the core of what you do– feed the hungry

Focus on whats unique about how you do it– in a dignified manner

Why does that matter- takes the shame out of accepting charity allowing them to accept help

So what? we reach those in need who refuse conventional help thus being at greater risk for hunger, kids at risk, depression and other dangers – this gives them a 50% greater chance of regaining control of their lives.

Now put that into a powerful statement.

We save families before they become ‘needy’.  With dignified programs, we give those not poor enough for conventional charity but who can’t make their month a 50% greater chance of getting back on their feet.

In the elevator you can speak of the 100K grant you just received to take over three conventional soup kitchens and turn them into open restaurants like yours- a testament to your success and reputation. Or you can discuss the family who now come to volunteer in gratitude for your help during their time of need.

How to know when to use which? Steve Yastrow has great tips here. Be aware of your surroundings and who you’re speaking to. Feel what is right at the moment. “If you are completely absorbed in the moment as you interact with your customer, alert to every detail, you will be quick on your feet and be able to improvise.” 

Be proud of your programs, your people and your results. Be ready to talk about them in a clear and confident way and people will listen!

Tell us what your organization does- and give us a tease, a story to make us want to know more. Post it below, tweet us @reach_3k, or share it on our Facebook page

We’re happy to help you get your message across!