Messaging 101: The Art and Science of Creating Powerful Messages

Messaging 101: The Art and Science of Creating Powerful Messages

Session Type(s): Training

Training Tag(s): Communications

Starts: Thursday, Aug. 10 10:30 AM (Eastern)

Ends: Thursday, Aug. 10 11:45 AM (Eastern)

Creating powerful campaign messages is both a science and an art. The science is making sure the messages serve the campaign goal and overall strategy. We’ll help you get clarity around campaign goals and target audiences, identifying partners and constituents, nailing a power map and analysis of the issue you’re working on, and understanding how the change you seek will come about (theory of change)—and we’ll show you how to ensure your strategy remains nimble and flexible to be effective in these unpredictable times. With that solid foundation, we will then work on the art of messaging. Using several tools to engage our imaginations and foster creative thinking, you’ll leave with a better understanding of how to create messages that are persuasive and effective.

This training is for all audiences.


Maritza Schafer


Maritza Schafer is a bilingual (Spanish) and multi-cultural communications consultant working with not-for-profits, tech startups, large corporations, government agencies and other organizations looking to improve their impact. She helps her clients clarify their goals, discover their visions, and create strategies to achieve them by improving internal communications processes and designing external communications campaigns. Her work includes articulating compelling stories and engaging messages, and embedding them in effective communications strategies. Maritza has decades of experience in the non-profit sector, most recently as Global Campaign Leader at Greenpeace International, where she focused on communications and engagement strategies and facilitated a global organizational restructure. She previously led the Wilderness Society, an Australian ngo devoted to protecting nature by building a movement. Her role included restructuring the organization to better reflect their community organizing ambitions. Maritza has worked on campaigns for racial justice, economic equity, human rights, and environmental issues, and has led trainings on communications and messaging around the globe.

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