Perfecting Your Organization’s Elevator Speech

Perfecting Your Organization’s Elevator Speech

Dedicated, passionate association leaders pride themselves in knowing their associations’ goals and missions inside and out. They meet convention-goers, update websites, draft newsletters and advocate to the public regularly, all with a view toward promoting core values, recruiting new members and building upon past successes. They’re effective communicators, who are comfortable meeting new people and defusing member concerns.

And yet, even the best leaders sometimes struggle with taking a hard-won mission and all of those goals and core values and turning them into a succinct and sincere summary to share with the wider public. These “elevator speeches,” sometimes called “elevator pitches” or “elevator statements,” are short, rehearsed speeches that highlight what it is your organization does in a clear, uncomplicated way. (Though more often than not they aren’t even given in elevators anymore!) They’re perfect for those moments when you meet someone in your association’s industry who isn’t a member or doesn’t even know about your group. This could be at an industry function or even at one of your own organization’s events with someone who is attending for the first time.

Experts tend to agree that the most impactful elevator speeches should last somewhere around 30 seconds, should be practiced until they can be communicated in an informal tone and should avoid being a recitation of an association or organization’s actual mission. The key to a successful elevator speech is friendliness and sincerity. Make eye contact. Smile. Think about what makes your organization truly unique, and start there.

Here are some other tips for perfecting your elevator speech:

  • Use it to your advantage when someone asks what you do for a living. This is your opportunity to share your elevator speech and, with luck, recruit a new member!
  • Keep business cards handy and think about how you might design your cards to reiterate your message.
  • Avoid giving a sales pitch, being too pushy or lecturing. Likewise, make sure you aren’t using jargon or buzzwords. Authenticity is crucial.
  • Practice your speech until it is 100 percent conversational. Pause when it’s natural to do so.
  • Be prepared to answer questions or clarify. Listen to the other person and tailor your response to him or her.
  • Familiarize yourself with basic facts about your organization. When was it founded? How many members does it have? Who does it serve?
  • Provide examples, especially if they are interesting, inspiring or will highlight your passion and enthusiasm.

The best elevator speeches allow you to continue the conversation at a later date. They compel the person you spoke with to act in some way, whether it’s to pick up the phone and call for a meeting or simply to share that they met an interesting person with their colleagues and friends.

Have you perfected your elevator speech? Has it helped you engage with new people?