Elastic Messaging Framework

BRINGING IT ALL TOGETHER

BRAINSTORMING SESSION The messaging brainstorming session with USTA MAS staff (Bonnie Vona, Arlene Fitz-Patrick, Ronnie Goodall, Lauren Hoffman and Helen Li) identified key words and phrases based on our audience profiles that would inspire them to financially donate to USTA MAS. The structure of this brainstorming session consisted of each USTA MAS staff member recieving five post-it notes. After a brief summary of an audience profile, they wrote a word or phrase that would resonate with that audience. Afterwards, common words and phrases were clustered together and a single word or phrase was identified to represent that group. This process was executed for each audience.

YOUR MESSAGING This elastic message is USTA MAS's "North Star" when creating communications to inspire its key audiences to make donations. Main Message: USTA MAS creates fun and inclusive opportunities that enrich lives—both physically and mentally—by connecting all generations with the lifetime sport of tennis. We do this by: Cultivating bonds in communities

Facilitating engaging environments for personal growth

Sharing excitement around health and wellness

Inspiring future leaders

SU MENSAJE Este mensaje elástico será la "Estrella Norte" al momento de crear comunicaciones que inspiren a sus audiencias clave a hacer donaciones. Mensaje principal: USTA MAS crea oportunidades divertidas e inclusivas que enriquecen vidas—tanto física como mentalmente—conectando a a todas las generaciones con el deporte del tennis. Lo hacemos por medio de: Cultivando relaciones en la comunidad

Facilitando ambientes adecuados para crecimiento personal

Compartiendo la emoción de la salud y el bienestar físico

Inspirando a futuros líderes

MESSAGE TESTING At the USTA MAS Annual Meeting on November 12, Alex and Joseph attended to test the elastic messaging with USTA MAS members and attendees. We talked with 24 individuals and below are our key insights. Every responder indicated that our elastic message is something that they would support. 20 out of 24 people indicated that this message is reflective of the USTA MAS that they know. Reasons why they would support this message: Believes in this statement because it aligns with personal values. Covers the basis of all that things that USTA MAS does. Has seen USTA MAS become increasingly more inclusive over the years.

NEXT STEPS Use the elastic messaging to speak to key audiences in order to inspire them to financially donate through online and traditional media, printed materials and connections. Moving forward, our next step is to bring to life USTA MAS's elastic message through staff training to create individual and unique elevator speeches.

Thank You!

Listening First Consulting Carlos Lopez · Alexandra Moyle · Joseph Pate

Email: [email protected] Phone: 215-353-6768 (Alexandra)