1) be authentic - always 2) be honest - always. The opposition to housing is willing to lie. The only way we will build trust is by not spinning the truth. 3) message how housing is the only permanent solution to reducing homeless encampments because that's all the public wants. 4) stop messaging only how housing helps homeless people. 5) remember tax savings do not resonate with the public. They are willing to pay more taxes to have police remove homeless people. (SEE 3) 6) always connect housing + treatment whenever possible 7) share stories of both homeless people and formally homeless people. Stories of homeless people build empathy and encourage people to take positive action. Stories of formally homeless people validate the work. Both are important 8) learn and understand your target audience. It may not be the general public. It may not be politicians. 9) support a collective messaging strategy that we all follow that's based on reality, not flawed research. 10) historically fundraising has driven messaging. Nonprofits want to paint themselves as heroes. We need now more than ever to message how less we fix the systemic crises that cause homelessness, homelessness will continue to grow.