Articulating a Vision for Healthy Oceans

The FisheWise team came to the project with a fully realized theory of change. Our challenge was to express it in a way that was easy to show and understand during a pitch.

The result is a two slide introduction to the theory of change followed by three series of slides that reveal the complex actions they take to achieve their goals without overwhelming the audience.

Having done ocean health projects with Oceankind, MBARI, and Aiim, we were able to combine our knowledge with research into other policy-based organizations to advise FishWise on how to elevate their funding pitch.

Our diagnostic process led us to discover how best to provide value to FishWise. As part of our research, we conducted a series of target audience interviews that gave us insight into how the organization is perceived, what they do well, how much they are respected, the value they bring as collaborators, and where they can improve.

The color palette for the deck is an expansion on the colors used on the FishWise website and their marketing materials. New colors are used to present the stats in the case study slides.

Also in keeping with their branding, photos throughout the deck encourage viewers to turn conceptual issues into relatable, real world problems. Strategically, the photos were chosen to re-enforce the themes presented in each slide and to show the FishWise team members at events.

Custom illustrations serve to help get across complicated ideas with limited copy. We want the audience to be listening to the presentation rather than reading the slides.

The copy on the slides also serves as a roadmap for the presenter, guiding them through the points they want to make. One good example of a complex idea is the presentation of the interconnected nature of their work.

Advocacy and convening organizations that are involved in a broad range of solutions often struggle to tell a singular compelling story. We discussed several stories with FishWise that we might use to demonstrate their complex work.

To personalize the narrative, the pitch tells the story of Captain Reg Richards, co-owner of a deep-sea trawler in British Columbia and uses that story as the through-line of the deck.

By design, the tone of the pitch itself varies. It starts casually as a story. This allows both the presenter and the audience to relax into the presentation. It then shifts to a more aspirational tone while the Theory of Change is presented.

The tone then becomes more factual for the presentation of data.

Each slide tells a piece of the story, giving the presenter a foundation that allows them to hit the right points while using their own words.

Never overtly stated, FishWise’s Mission, Vision, and Values are expressed throughout the pitch in order to align with the audience.

Animation is used to present the Theory of Change in a way that builds without overwhelming. Photos and graphic elements keep the deck visually engaging while varied slide styles present information in thoughtful ways.

Minimal repetition of slide styles and succinct on-screen text also helps hold the audience’s attention without distracting from the spoken presentation. Repeated slides feature color variations to keep the presentation fresh and hold the viewer’s attention.

Graphics that harken back to the Theory of Change clearly lay out the vision and goals that FishWise advocates.

The culmination of the presentation, different funding slide designs allow for the ‘ask’ to be either a conversational or a tiered request.

The presentation can be customized to fit the issues important to the audience. Slides can be added or removed to focus the presentation.

Pitching their organization is an important component of Fishwise’s fundraising strategy. The deck and script demonstrate their value proposition, highlight their effectiveness, and describe their niche, influence, and relevancy in ocean advocacy and policy setting.