1. Sharing the Best Kept Secret Leadership Conference 2016

2. Sharing the Best Kept Secret “How simple messaging works” Allen Moxham – Spirit Level “We have an issue…” Fiona Thomas [BREAK] “Who are we?” Daniel McAllister Group work Plenary and Q&A Challenge

3. Spirit Level Introducing Allen Moxham

4. How simple messaging works…

6. Simple Messaging “The two words 'information' and 'communication' are often used interchangeably, but they signify quite different things. Information is giving out; communication is getting through.” Sydney J. Harris

7. Simple Messaging Ask… – What makes Mothers’ Union special? Identity and Purpose – What do we believe? – The children’s charity, Barnardo’s, is a great exponent of this principle. This is taken from their website;

8. Simple Messaging “Barnardo’s believes in children regardless of their circumstances, gender, race, disability or behaviour. Our purpose as a charity today is to transform the lives of the UK’s most vulnerable children. We believe in the abused, the most vulnerable, the forgotten and the neglected. We will support them, stand up for them and bring out the best in each and every child. We do this because we believe that every child deserves the best start in life and the chance to fulfil their potential.”

9. Simple Messaging – Sofia’s story – Storytelling - the human touch Secret Children video – the story of – Mothers’ Union is transforming lives Show the cause and source of the problems MU are addressing Demonstrate how Mother’s Union has made a difference in people’s lives

11. Simple Messaging – Topical Tell stories that are recent – less than a year old Use images – Relevant Understand the audience Place yourselves in their position. Answer the “so what” question.

12. Simple Messaging – Sarah’s story – Simplicity and Clarity – Purposeful and attention grabbing why are you communicating this? what response are you hoping for?

13. Simple Messaging I have a dream that one day on the red hills of Georgia the sons of former slaves and the sons of former slave owners will be able to sit down together at the table of brotherhood. I have a dream that one day even the state of Mississippi, a state sweltering with the heat of injustice, sweltering with the heat of oppression, will be transformed into an oasis of freedom and justice. I have a dream that my four little children will one day live in a nation where they will not be judged by the colour of their skin but by the content of their character. I have a dream today… Martin Luther King

14. Simple Messaging – Speak with confidence We know who we are We know our subject We are giving leadership – Mutuality – know the audience Listen Empathise

15. Simple Messaging “Be still when you have nothing to say; when genuine passion moves you, say what you've got to say, and say it hot. D. H. Lawrence

16. Simple Messaging – Let’s be Truthful Topical Relevant Unique Tension Human

17. Simple Messaging Scamps… – Simplicity – Clarity – Confident – Authentic – Mutuality – Purposeful

18. We have an issue at Mothers’ Union... Addressing the six barriers within MU Dioceses which challenge our simple message

19. Why don’t we fly the flag? Are we embarrassed to be part of Mothers’ Union?

20. Why don’t we fly the flag? Are we embarrassed to be part of Mothers’ Union? Are we ‘eck as like I love Mothers’ Union

21. But we could do more

22. We battle preconceptions “You slow-hand-clapped the prime minister” “you’re for mothers” “You don’t allow men/single/divorced/young people to join”

23. We battle preconceptions And the classic... “You make the tea”

24. There is brand confusion – still!

25. Can we be unique but universally recognised?

26. We are not a collective organisation of expert marketers The teams at MSH are here to listen and help – BUT – we could use what we have more effectively – and be in touch more directly with members. We can all “market” MU

27. We don’t celebrate our successes well

28. If we don’t do any of this who will?

29. Recap How simple messaging works The 6 barriers we face in Mothers’ Union 1.We don’t insist on ‘flying the flag’ 2.We face preconceptions of who we are 3.Branding is a political and preferential nightmare 4.We are made of non-experts 5.We just don’t celebrate our successes 6.If we don’t, who will?

30. What makes Mothers’ Union special?

31. Unique Selling Proposition We’re an international Christian organisation We don’t send in the cavalry We focus on ‘care for the family’ Our members are on the ground and know their own communities

32. “I am a member because...”

33. There is passion. There is the energy. How can we address the six barriers? Group Task

34. 1.We don’t insist on ‘flying the flag’ 2.We face preconceptions 3.Branding is a political and preferential nightmare 4.We are made of non-experts 5.We don’t celebrate our successes 6.If we don’t, who will?

35. Challenge “I am proud to be a member of Mothers’ Union because…” Wear your sticker all day

36. Thank you