[Nfbnet-members-list] The NFB Brand

[Danielsen, Chris]

Dear Fellow Federationists:

Some of you may know that the National Federation of the Blind, 
acting through President Maurer and the board of directors, has 
adopted a new strategy to refresh our brand so that we can more 
easily communicate our purpose and message to potential members, 
potential donors, and the general public. In the coming weeks, we 
will be sending you more information about our new brand and its 
components, but I wanted to give you a head start on the process of 
activating the brand. The easiest part of our new brand to implement, 
and one of its most useful and powerful components, is known as the 
one-minute message.

Often our members and supporters wonder, "How can I possibly explain 
what the National Federation of the Blind is and does in a concise 
way?" The one-minute message is designed to solve this problem. It 
can actually be repeated in less than a minute, and can also be 
thought of as the "elevator speech" (a short statement that could be 
used to describe the NFB to a stranger during a short elevator ride). 
In addition to using the one-minute message in speeches, 
presentations to civic groups, media interviews, and the like, you 
can use the written form of the message on your affiliate Web site or 
your chapter's Facebook page, as a quote for your e-mail signature, 
and more. The one-minute message is already featured on the home page 
of our national Web site, <http://www.nfb.org>www.nfb.org. You can 
also see an example of how it can be used as an e-mail signature in 
my own signature below. In short, the one-minute message should be 
memorized and used as often as possible, wherever and whenever you 
can think of to use it.



The one-minute message is:

The National Federation of the Blind knows that blindness is not the 
characteristic that defines you or your future. Every day we raise 
the expectations of blind people, because low expectations create 
obstacles between blind people and our dreams. You can have the life 
you want; blindness is not what holds you back.



Happy branding!

Sincerely,

Christopher S. Danielsen, J.D.
Director of Public Relations
National Federation of the Blind
200 East Wells Street
Baltimore, MD 21230
Office: (410) 659-9314, extension 2330
Mobile: (410) 262-1281
E-mail: <mailto:cdanielsen at nfb.org>cdanielsen at nfb.org

The National Federation of the Blind knows that blindness is not the 
characteristic that defines you or your future. Every day we raise 
the expectations of blind people, because low expectations create 
obstacles between blind people and our dreams. You can have the life 
you want; blindness is not what holds you back.

To make a donation to the National Federation of the Blind 
Imagination Fund campaign, please visit 
<http://www.nfb.org/ImaginingOurFuture>www.nfb.org/ImaginingOurFuture.


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