If you help children…
That is fantastic. Likey, at least 25% of the other charities in your area do, too.
If you’re “ramping up,” you’re not alone…
Over 100,000 new nonprofits started last year.
If your needs are “greater than ever.”
Stand in line.
Knowing how to talk about your organization is one of the greatest gifts you can give your supporters and those who serve with you. In fact, failing to teach your team, board, and volunteers to articulate your organization’s purpose and value sets them up to fail. Many of you, as you read this, are reciting your mission statement in your mind. Do you know it? Gold star. Is it profound and intriguing?
Mission Statements, Vision Statement, Values? Which is the right message?
I once wrote, “A vision statement is your destination, a mission statement is your map, and your values are your guideposts.”
As profound as that is, it’s still just semantics (which I also admitted in the same article). No matter the label, your nonprofit’s team needs to articulate three critical messages at any time to any audience:
- Purpose + Impact: What does your organization do/fulfill/prevent/further?
- Value Proposition: Why are you different, necessary, and exceptional?
- How do I help?
Grant applications and the I.R.S. may ask for a distinct mission statement, but people want to hear what you describe your organization in your words – as you see it. Reciting a script or reading from a brochure or the back of your business card is lame… Don’t do it. Encourage your team to develop their narrative around these three areas. Here’s some insight into crafting a message that fits:
The Three Messages Every Nonprofit Needs
Statement of Purpose: Nosedive past the 100,000-foot view to this core message
Typically, when I ask nonprofits about their purpose, they give me a vague statement alluding to a service area or audience. Too often, they also include lingo. For example:
We help people with felt needs in Region 5 of Michigan.
What was that??? Where is region 5? What region do I live in? I need a glass of wine on Friday nights, but I’m not sure I “feel” that…What does “felt needs” mean anyway?
Lingo is not your friend. Being vague is the worst way to be concise. From wherever you’re sitting, describe the greatest impact you’ve seen your organization make in the past three months. Explain it as if you’re talking to a class of 4th graders right before recess.
It doesn’t need to be comprehensive. It can’t always be elegant, and it should never be wordy. Be prepared to share the message of what does your nonprofit will….
Do?
Fulfill?
Prevent?
Stop?
Further?
Tell the story from your position and perspective. It might not highlight the founder, C.E.O., or E.D., but that’s ok. It will likely fail to capture the full breadth of the organization’s services and splendor, but oh well. What impact have you personally seen this organization make?
Value Proposition: Why you?
Undoubtedly, your organization has peers who do similar work. In a zero-sum game, a vote for your peer is a vote against your organization. The good news is that we’re not playing a zero-sum game. Generosity is infinite, and most data suggests we’ve hardly scratched the surface of capacity in most donor communities. That said, defining how you’re distinct or different from your peers is necessary. Being able to describe what makes your organization unique is a critical skill. If you find yourself saying, “We’re a lot like [insert name of similar organization],” you’re not doing yourself any favors. Be prepared to talk about your value without mentioning peers in a negative or positive light.
Hubspot offers an excellent guide to determining your value proposition, but working with a strategic planning expert might be necessary to avoid common traps like using price or age to differentiate your organization.
How can people help your organization?
What is your response when someone asks how they can help your organization?
- Donate! Give support!
- All of our current volunteer opportunities are posted on our website.
- Let me connect you with _______, our coordinator, director, V.P., etc., of engagement, volunteers, development, advancement, etc.
- Pray for our work!
- Spread the word!
If your immediate response to this question is DONATE, there is work to be done on your messaging. When you don’t have ways for people to involve themselves in your organization’s work apart from giving money, you’re sending a message that their only value is financial.
The offer will undoubtedly slip away if your response is too vague or a pass-off to another individual or place. Specificity not only helps you recruit the right help for your organization but also helps those supporting you feel more value in what they provide. Every nonprofit pro in your organization will have a different message, and that’s ok – in fact, every nonprofit pro needs a distinct message that is personal to them and their experience. Each week, consider your response to the question based on your actual needs. Try using the S.T.A.I.R. acronym to ensure the opportunities you present are clear and impactful:
SIMPLE | Choose opportunities that don’t require multiple steps or hand-offs.
TIMELY | Be prepared to explain the current and possibly urgent need. Don’t ask for help with a project that is months down the road or about to be completed.
AVAILABLE | Don’t send people to dead-ends! Make sure the programs you talk about accept volunteers or other support types.
IMPACTFUL | Vague calls to action like “spread the word” may feel like a push-off to someone looking to become truly engaged. Be sure the opportunities you present have a clear link to impact.
REASONABLE | Do not respond by asking someone to join the board. Ease into relationships with supporters by providing reasonable commitment levels.
Being ready and capable of communicating well about your organization is critical to success. You don’t have to be the marketing person to craft these messages, either. They should be original to you and from your perspective. Regularly revisiting these three messages will help you communicate about your cause. Still, it also helps to revitalize your message as you grow as a professional and your organization develops over time.
