Key Message Development

We want to refine and clarify NATIONAL Crisis Response Canines' messaging to clearly differentiate the role of crisis response canines from therapy dogs and highlight what sets NATIONAL apart from similar organizations. This project will include:

+Developing key messaging frameworks for public-facing materials, including our website, social media, volunteer recruitment resources, and donor communications.
+Creating clear, audience-specific talking points for stakeholders, including volunteers, board members, corporate partners, and the general public.
+Drafting a concise comparison guide that explains the unique qualifications, training, and deployment of crisis response canine teams versus therapy dogs.

Refining NATIONAL’s messaging will provide a clear, consistent foundation for all communications, strengthening our ability to reach and engage key audiences, including volunteers, donors, corporate partners, and community stakeholders.

Internal Alignment: NATIONAL’s leadership team, including board members and key volunteers, are aligned on the importance of refining our messaging. Clear expectations have been set for how this project will integrate into our broader communication strategy.

Existing Materials: We’ve gathered current messaging resources, including volunteer training materials, deployment guidelines, and public communication assets, to provide a foundation for the project.

Defined Goals: We have outlined specific outcomes, including a key messaging framework, audience-specific talking points, and a comparison guide that distinguishes crisis response canines from therapy dogs.