How to be concise in a presentation
How to use emotion and logic in presentations
Your opening minute is the most critical part of your charity presentation. It sets the tone, grabs attention, and determines whether your audience will stay engaged or start checking their phones. In the charity sector, where your goal is to inspire action, a strong hook to open your presentation is non-negotiable.
Let’s dive into why starting strong matters and explore how to craft an opening that captivates your audience from the very first word.
This post is part of our series of articles on presentation and public speaking advice for charities.
Download the Charity Presentation Skills Guide here
Why is the opening of a presentation important?
First impressions are everything. People decide quickly—often within seconds—whether they’re interested in what you’re saying. A unique, compelling opening ensures you don’t lose them before you’ve really begun.
Think about your audience’s mindset when they sit down to listen to you:
- They might be tired, distracted, or sceptical.
- They might not yet understand why your cause matters to them.
- They’re waiting to be convinced that you’re worth their time and attention.
A powerful hook cuts through this mental noise. It grabs your audience by the heart, mind, or both, and pulls them into your story. From there, you can build on that initial spark to make a lasting impact.
How do I write an opening line for a presentation?
There are countless ways to hook your audience, but the most effective openings tend to fall into three categories: stories, questions, and surprising facts. Here’s how to use each one to maximum effect.
1. Open with a Story
People love stories—they’re wired to connect with them on an emotional level. A well-chosen anecdote can immediately transport your audience into the world of your cause. For example:
- “Let me tell you about Sarah. At just 12 years old, she was walking five miles every day to collect water for her family. That all changed when…”
When crafting your story, keep these tips in mind:
- Make it personal: Focus on an individual’s experience rather than abstract statistics.
- Be vivid: Use sensory details to bring the story to life.
- Connect it to your message: Ensure the story ties directly to your presentation’s goal.
2. Ask a Bold Question
A thought-provoking question invites your audience to engage actively rather than passively. It sparks curiosity and frames your presentation as a conversation rather than a monologue. Consider questions like:
- “What would you do if your family couldn’t access clean water?”
- “How would it feel to choose between heating your home and feeding your children?”
Make sure your question is:
- Relevant: It should relate directly to your cause or goal.
- Open-ended: Avoid yes-or-no questions that don’t encourage deeper thinking.
- Emotionally engaging: Tap into your audience’s empathy or imagination.
3. Use a Surprising Fact
A surprising or little-known fact can intrigue your audience and set the stage for your presentation. For example:
- “Did you know that every £10 you donate can plant 20 trees?”
- “Every minute, 20 children are displaced from their homes due to conflict or disaster.”
When using facts, remember:
- Keep it concise: A single, striking fact is more impactful than a list.
- Ensure accuracy: Double-check your sources to maintain credibility.
- Relate it to your message: Explain why the fact matters and how it connects to your ask.
The Dos and Don’ts of a Strong Opening
Dos:
- Be authentic: Choose an opening that aligns with your personality and your charity’s tone of voice.
- Rehearse: Practice delivering your opening until it feels natural and confident.
- Pause: After delivering your hook, pause briefly to let it sink in before moving on.
Don’ts:
- Don’t overwhelm: Keep your opening simple and focused—don’t try to pack in too much information.
- Don’t rely on clichés: Avoid overused phrases like, “Let’s start with a quote.” Instead, aim for originality.
- Don’t skip the connection: Your hook should tie directly to the rest of your presentation.
Case Study: Hooking Corporate Sponsors
Imagine you’re pitching your charity to potential corporate sponsors for a clean water initiative. Here’s how you might start:
- Story: “Meet Amina, a mother of three in rural Kenya. Every day, she spends four hours walking to fetch water. But last year, we installed a well in her village, and her life changed forever…”
- Question: “What would your business look like if your employees had to spend half their day collecting water instead of working?”
- Fact: “Every £10,000 invested in clean water projects generates £70,000 in economic returns for the local community.”
Each of these openings grabs attention while setting the stage for your message about impact, partnership, and the power of clean water.
The Ripple Effect of a Strong Start
A powerful opening doesn’t just grab attention—it sets the tone for your entire presentation. When you hook your audience from the beginning, you:
- Build trust: Your audience feels you’re prepared, confident, and worth listening to.
- Create engagement: A strong start makes people eager to hear more.
- Increase impact: By capturing attention early, you maximise the chances of your message being remembered and acted upon.
Takeaway: The First Minute Matters
Your opening minute is your best chance to make a lasting impression. Whether through a moving story, a bold question, or a surprising fact, a unique hook ensures your audience is fully invested from the start.
So, as you prepare your next presentation, don’t treat the opening as an afterthought. Put time and creativity into crafting a beginning that captures hearts and minds—and watch as you engage your audience and succeed as a presenter.
Explore more Charity Presentation Skills advice!
This article is a part of our complete guide to Outstanding Presentation Skills for Charities and Purpose-Driven Organisations (it’s a catchy title, isn’t it?!).
The guide shares top tips, tricks and techniques to make all aspects of your charity presentations super effective. It is completely focused on helping you to highlight the impact that you are making and to achieve your charitable goals.
You can view all of the articles within the guide at the links below, or download a quick guide here.
- How do I measure my presentation success?
- How should I start my presentation?
- How do I connect with my presentation audience?
- How do I be concise in a presentation?
- How can I tailor my presentation to the audience?
- How do I highlight impact, within my presentations?
- How can I make my presentation truly compelling?
- How should I use emotion and logic in a presentation?
- How can I add audience participation into my presentation?
- How do I write a clear presentation Call To Action (CTA)?
- How do I successfully use technology in a presentation?
- How can I use a story structure to make my presentation more engaging?
- How do I use visual aids in a presentation?
- How do I use props in a presentation?
- How do I include testimonials in my presentation?
- How should I rehearse my presentation?
- How to prepare for a Question and Answer (Q&A) session?
- How do I improve my presentations?
Meet your charity public speaking expert...
Hi!
I’m Rich Watts and I design and deliver presentation skills training for charities (and a host of other organisations too!) that need their people to inspire, persuade and motivate audiences. I am fortunate enough to have won the UK Business Speaker of the Year competition way back in 2012, and since then I have been using all of my geeky knowledge and Third Sector experience to help charities like yours.
