1. More Mission, More Money Kate Meyer & Brett Armstrong National Staff

2. Mission of the Alzheimer’s Association To eliminate Alzheimer's disease through the advancement of research; to provide and enhance care and support for all affected; and to reduce the risk of dementia through the promotion of brain health.

3. Representing the full mission is critical The mission is what differentiates the Alzheimer's Association from similar organizations by showing the breadth of our initiatives, priorities and reach. When describing the mission it is important to include all key elements. - CARE * SUPPORT * RESEARCH

4. Vision of the Alzheimer’s Association A world without Alzheimer’s disease. –The vision is our goal. –It unites us and personifies the objective of our mission to an external audience.

5. Brand Attributes Any verbal and written communications should evoke the following thoughts, ideas, feelings… - The Alzheimer’s leader - A catalyst for change - Expert - Influential - Focused - Inspirational - Passionate - Adaptable - Caring - Unified - Goal-oriented

6. Why the Mission Matters at Walk Our mission, vision and attributes working together help to best illustrate what the Alzheimer’s Association does with the financial support we receive. They are the verbal representation of our brand.

7. Where does the money go? The Alzheimer’s Association allocates its funds in a manner that exceeds the rigorous standards of America’s most experienced charity evaluator, the Better Business Bureau. The majority of funds raised support the mission of the Alzheimer’s Association.

8. How do we talk about the 70%? Heard on the street… The Alzheimer’s Association provides care and support in the local community. The Alzheimer’s Association supports critically-needed research. One-hundred percent of the funds raised go toward care, support and Alzheimer's research. The funds raised at Walk to End Alzheimer’s provide care and support services in the local community.

9. Walk to End Alzheimer’s Core Language Boilerplate: The Alzheimer’s Association Walk to End Alzheimer's TM is the nation’s largest event to raise awareness and funds for Alzheimer's care, support and research. Since 1989, we’ve mobilized millions of Americans in the Alzheimer’s Association Memory Walk ® ; now, we’re continuing to lead the way with the Walk to End Alzheimer’s. Together, we can end Alzheimer’s — the nation’s sixth-leading cause of death.

10. Walk to End Alzheimer’s Core Language Call to Action: Join the Alzheimer’s Association Walk to End Alzheimer‘s TM and unite in a movement to reclaim the future for millions. Together, we can raise awareness and funds to enhance Alzheimer's care and support and advance critical research. The end of Alzheimer’s disease starts here. Start or join a team today at alz.org/walk.

11. Repetition, Experience, Knowledge These three key vehicles will help infuse the mission into Walk to End Alzheimer’s and equal more dollars raised.

12. Repetition, Repetition, Repetition Through the repetition of mission-related language, the words and the meaning behind the words become automatically associated with your brand experience. -“You’re in good hands with…” -“There are some things money can’t buy. For everything else, there’s…”

13. Repetition, Repetition, Repetition

14. Experience A consistent and clear experience with a brand helps individuals identify with the mission and keeps them coming back for more.

15. Experience Mission: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Mission: The mission of Southwest Airlines is dedication of the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride and Company Spirit. Mission: To organize the world’s information and make it universally accessible and useful.

16. Knowledge Infusing the mission throughout the brand experience so people will leave with a sense of what the organization does — and be inspired to act.

17. Knowledge

18. At Walk to End Alzheimer’s Repetition Mission messaging through collateral, communications, signage, greetings, opening ceremony, color, music, etc. Experience As a donor, an advocate, someone affected by the disease, a caregiver. A great event experience is one in which the participants naturally relate to the organization’s mission and motivates them to stay connected to the Alzheimer’s Association. Knowledge The mission is infused in the event. There is no question as to what the Alzheimer’s Association is committed to and where the money goes.

19. More Mission More Money Mission makes a difference. -Guides -Distinguishes -Motivates

20. LEAD THE WAY