If your goal is to educate, engage, and delight more donors, friends, supporters, or funders through communication vehicles, ask yourself if the AIM of your message is on point. For every written solicitation, every webpage, every special events invitation, every magazine article, and every newsletter story, etc., ask yourself if what you are communicating is:
Authentic – is the message you are communicating true and genuine to your institution? Does the message affirm and support your institution’s mission, vision, and values?
Inspiring – is the message you are communicating motivating and encouraging others to action?
Meaningful – is the message you are communicating worthwhile? Does what you are talking about make a difference in the world? Does it matter?
When we communicate using the AIM framework, our messages are worth reading, they extend the brand of the institution, and they help broaden and deepen the base of supporters.