Pitch, Please
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The Four Step Framework to Present Your Pitch and Seal the Deal
In this workshop you will learn the four step framework that has helped create sustainable ministries and businesses for pastors and Christian leaders across the US. Join Russ Cantu as he walks you through the framework, discusses the process with ministry leaders like Shirin Fletcher from Tithely, Peyton Jones from Newbreed Training, and Casey Graves from The Refinery Church. After the talk, you will have both the knowledge and framework to present your pitch and start building your next successful church campaign, ministry, or business.
Our talk features four well-known leaders in their space.
What
What gets right to the point.
When we presented this talk to the North Coast team, we started with what (the four step framework) so we can hook you into the next piece. People always want to know what you're doing before they make any decision to hear what else you have to say.
- In this talk we will walk you through a four step framework that helps you share your story and seal the deal.
- This is what we’re doing. Sharing the framework, discussing real world applications with ministry leaders, and elevating the conversation.
What values people's time.
While sharing stories or presenting numbers may seem like the place to start, starting with what allows people to know the end game and get buy-in within the first 15 seconds. People start tuning out pretty quick, so get them with the what and help them lean into what's next.
- Negative
- How many times have you been stuck in long meetings that could have been emails? Now imagine that long meeting being about a $100,000 check and you don’t get to the what until the end of the pitch, and then figure out that you’re just not that into it.
- If you start with what and the listener is just not that into you, then they can shut off the conversation and everyone can move on. It’s not a sign of disrespect; it’s a sign of respect to be honest and move forward.
- Positive
- Pitches are not static, but dynamic. If you start with what, you are creating space for immediate buy-in upfront. Because you are creating space for people to lean in, you are giving them space for an active environment. That means your pitch turns into their pitch, and it only took you one minute to make that happen.
- That means they're investing in your story before they’ve spent a dime of capital. As a church planter, how valuable is that to you?
What is specific and measurable?
A teacher's role is "to cause to learn". They use their role as a teacher by giving their students specific and measurable markers to reach. If the majority of their students attain this marker, then they are effective. If not, then they have failed as a teacher. Without specific and measurable markers in your what, your audience is left wondering what success looks like, how you will achieve it along the way, and what the overall strategy really is.
Questions for WHAT, addressed to the panel:
- Why do you think it's essential that presenters get right to the point?
- How is this different from how you've been taught (normally start with why)?
- How do you think we can narrow the focus of our WHAT (pastors sometimes have way too many WHATs; things they want to accomplish)?
- Define the WHAT of your organization.
Who
Who is in the room?
The people in the room:
- Analytical numbers person
- The one who likes stories
- The one with the bleeding heart
- The one who is waiting to be convinced with the whole package.
There will always be these four people in every room. You will need to know your budget for the next three years for the numbers person.
- You will need to weave stories throughout your presentation for the storyteller to be captivated and lean in.
- You will need to capture the hearts of the room for the bleeding heart to have buy in.
- And you will need to do all of this with excellence to convince the person who needs to see it all.
While you will always have these four people in the room, knowing who is in the room before you walk through the door helps you shape the story.
Imagine knowing the sports teams the audience likes or their favorite mixed drinks (unless they’re SBC). How much of a leg up would it be to you to know your audience before you present your pitch?
You are the focus of "who", initially.
People are more likely to give to you before they give to your project. That's why it is important to build relational equity before you walk through the doors.
- Your church, ministry, or business is not off the ground yet. So the only thing they can tangibly invest in is you.
I want to tangent for a second and talk about your “brand” right now?
You may think that branding is all about logos, collateral, and websites, but the reality is that your brand is much more than that.
- Your brand is your reputation.
- Branding positions you in the marketplace.
- Marketing brings the two together to share an effective story.
What people say about you when you leave the room tells me more about your brand than anything you can say on stage, present on a website, or see on social media.
Large donors are rarely asked, well.
Big money donors are looking for something they can put their name on. It's just that most of the time people assume they're on board or don't even bother to ask.
Pockets Illustration: from Larry Osborne
- Checkbook pocket: giving and tithing
- Consistent pocket: phone or cash-on hand (Starbucks)
- Passion pocket: give to something they love.
- One-off pocket: doesn’t have my name on it, but you asked and I have margin
Does it have my name on it?
Not everyone will buy into you or your pitch. That's ok, because it's their money, time, or experience. Nothing personal. Just not them.
- Here’s the thing: what about your ministry may have their name on it?
- If you are only pitching for the overall budget and budget, you’re limited
- If you pitch for segments, you’re unlimited
- Raise capital for kids, building, staff, VBS, etc…
- Raise capital on the whole and in parts
- As you do this, you create multiple onramps for investment
Secret Sauce: Who's YOUR person in the room?
While anyone can make a pitch, it's always helpful to either have someone in the room who knows you or a partner who has your back.
- If you have an inside man, great.
- If you don’t have an inside man, who can get you info on the inside about people?
The more you know about the people you are presenting to, the better you can control the narrative and shape your story for this specific context.
Questions for WHO, addressed to the panel:
- Who was in the room with you in your last pitch (extrapolate)?
- Why is it important to address every person, personality, learning style?
- How can "your person" help you achieve bigger results (John the Baptist)?
- Who has been the most difficult person for you to reach in a room?
- Define the WHO of your organization.
Why
You are the first and biggest WHY people need
Why are you “the guy”? Like, why are you the one to plant a church in this community, and not some other person?
- How has life prepared you to succeed for such a time as this?
- Did you come here for vacation and fall in love with it?
- Is this a push-back to how you were treated by your former senior pastor?
Is this a super low hanging fruit, like certain cities around San Diego that are mostly white and churched demographics? Too much? Yeah. Lots of planters in easy to reach areas, but not a lot are “called” to difficult contexts.
- THEY need to know WHY you're in the room
- YOU need to know WHY they're in the room
- If those two align, it’s magic
What you are doing is the second WHY people think about
No one else will know and embrace your why like you; lean into that
Why, explained
- Why you are involved with X is first priority: YOU focused
- Why you are doing X specifically is second: MINISTRY-type focused
- Sell them on you first
- Past is prologue: Previous success indicates future success
- Sell them on your pitch second
- Why X (location) needs Y (ministry) here’s Z (plan)
- Sell them on you first
Everyone in the room wants to see you succeed. But they also want to–or need to–hedge their bets. Your past success is a great future indicator. If they fall in love with you first, it’s a lot easier to sell them on your plan.
Here’s what they won’t tell you.
Your strategy will change before you launch. Rarely do church planters or ministry makers start and end with the plan they started with. Life is fluid, so if you don’t have a strong sell on yourself first, if the plan falls apart, so does your relationship with your backers.
Why, unique framework
Your why is how your church or project is set apart; distinct from the noise that is in your community. If it’s not distinct, then you don’t have a clear vision. If you don’t have a clear vision, maybe you need to go back to the drawing board.
Vision framework and the four components you need to answer your why:
- Mission: the aim of your church or project.
- Values: The guardrails of your mission, that keep you in alignment.
- You don’t determine your values; you discover them.
- Strategy: how you will accomplish your mission.
- Measures: how you know you’re accomplishing your mission.
Questions for WHY, addressed to the panel:
- How hard is it for pastors to settle on a single why (direction), and is that bad?
- If you have to explain it, it's too complicated. Wrestle with it, as it applies to why.
- Any reason why the WHY is the third thing we tackle on the pitch?
- Define the WHY of your organization.
How
Wrap it up and give them their next right step.
This is where you decide to put on your big boy pants and go big. Pastors often put out their story, put a ton of time and effort into practicing their delivery, and never make the hard ask. If it’s going to take $1mm to plant this church over three years, then tell people that. Tell them you need three churches to contribute $100k each initially, make them the start of your advisory team, and open it up to others who can join the board with an investment of time or energy. But you will never receive what you never ask for.
- How can they support you and your pitch?
- Finances: Be open and honest, sharing exactly what you need from them.
- Prayer: Never start with prayer, as that should be a given. You need money.
- People
- Launch Team
- Donor Calls
- Services: building, painting, short-term serving, etc…
Make sure you relate this to scale
Scale is growth commensurate upon available resources. What we have found is that every successful scaling model not only understands this definition, they also have the following four principles present in their business model. I want to give you these four principles, in order to help you effectively grow over time. So ... consider this is your sustainable scaling cheat-sheet.
- Reproducible Across all Positions: You’re not the only one to accomplish a task.
- Owned and Accepted by all Insiders: There is team unity.
- Funded with People and Money: Money and staffing to complete the mission.
- Actionable Across the Network: Your goals can be achieved and not just big talk.
We used to say, "What one thing do you want people to walk away with?"
It's really, "What do you want people to walk away with?"
- People learn and engage differently, so your pitch is presented to meet the needs of those who are all in the room
- I want analytics dude to know my balance sheet and budget
- I need stories person to feel my passion and mission
- I need shy guy to be heard
- I need compassion person to know I care about people
Questions for HOW, addressed to the panel:
- What was the last ask you had for a room?
- How is giving to a specific X better (or worse) than giving to a general (ie VBS).
- The big three asks: money, prayer, people (people leave after 6 months)
Get your free eBook from Russ and Tithely.
Pitch decks have been a thing for decades now, but how we think about them needs to change. There is a huge need for church plants, pastors, and growing churches to build an effective pitch deck to help receive financing, and Russ Cantu and Tithely want to help make this as simple as possible!
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Win a signed copy of "Church Plantology".
Peyton Jones from Newbreed Training has been a good friend for several years. He's got a heart for the local church and is one of the best church plant trainers in the world. If you're at the conference and come to the talk, you could win one of three signed copies we're giving away. It's just one more way we're supporting you and your efforts.
Grab a sticker and remember the talk!
We're trying to have a little fun at North Coast Church. While you're at the conference, not only will you have access to the entire panel, you can grab this legit "Pitch, Please" sticker and slap it on your multi-use water bottle. That way you can take the talk with you, and our proven four-step framework.
North Coast Leadership Conference
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With keynotes and breakout sessions, your team will gain inspiration and practical tools to help take your ministry to the next level. Bring your entire team to North Coast Church, located in the greater San Diego area, for foundational leadership content and essential team building opportunities.
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