By Kevin Anselmo
Picture catching up with a friend about a popular Netflix series. They’re deep into Season 3, Episode 5; you’ve just started Season 1. As they excitedly talk through major plot twists and character developments you haven’t encountered, it’s hard not to feel a bit disoriented.
That’s the metaphor communications strategist Douglas Spencer used when describing a frequent mistake organizations make in their messaging.
“So many of us are in our own heads; we live and breathe our work every day,” he said. “We forget where our audience is in their understanding of our stories. It’s crucial to stay aware of what they know, what they don’t, and then bridge those gaps.”
Ask, Build, Connect
Through his firm, Spencer Brenneman, LLC, Douglas developed a simple but powerful messaging framework – one that draws from a child’s earliest lessons: A, B, C.
Ask
Engage your stakeholders with thoughtful questions – both easy and hard – to gather insight into how your message is landing.
Build
Use what you’ve learned to construct a focused, strategic messaging framework that aligns with the mission and is differentiated.
Connect
Apply your message to real-world assets – such as a website, campaign or speech – and make it resonate across audiences.
While AI can support research and drafting, Douglas emphasizes that strong messaging still requires a human touch – someone who understands nuance, context and what truly moves people.
He also believes messaging should be treated as a living system. “Whether we realize it or not, we make changes to what we do,” he said. “As we make tweaks, the messaging doesn’t always catch up and can end up facing the wrong direction.”
A Nonprofit’s Journey to Finding Its Voice
The Massachusetts Children’s Alliance (MACA), which supports 12 child advocacy centers across the state, provides essential care to victims of child abuse. But internally, they knew their messaging was falling short. While they excelled in securing grant funding through formal language, they struggled to clearly explain their work to general audiences. Spencer Brenneman took on the challenge, using the Ask, Build and Connect process.
In the “Ask” phase, the team conducted surveys and interviews with MACA’s key stakeholders – from board members to donors – to identify misperceptions and communication gaps. The results revealed a disconnect between MACA’s internal clarity and external understanding.
The “Build” phase focused on defining MACA’s identity and value proposition. This involved answering core questions: Why do they exist? What exactly do they do? And how do they do it differently? The hardest part: MACA doesn’t directly treat children; their role is to empower and support the centers that do. Articulating this distinction without confusion became the linchpin of their messaging refresh.
Finally, in the “Connect” phase, the team put the new messaging to work. They rewrote the website, updated visuals with sensitivity in mind and ensured emotionally resonant language throughout. MACA’s new elevator pitch now powerfully captures its mission and the urgency of the work in plain, compelling terms.
Takeaways
Here are some insights from my conversation with Douglas and the MACA case – applicable for both individuals and organizations.
1. Meet your audience where they are. Just like starting a conversation mid-season of a TV series, assuming too much background knowledge can lead to confusion or disengagement. Anchor your messaging in what your audience already knows – and fill in the gaps.
2. Messaging isn’t one-and-done. As your mission, work or environment changes, so should your message. Periodically reassess your messages to ensure they’re still aligned with your current purpose and audience.
3. Insightful messaging blends data and empathy. Research gives you the “what,” but empathy gives you the “why.” Great messaging requires both – data to guide strategy, and a human lens to connect with hearts and minds.