Author: Ann Green

How to Create a Fundraising Plan

Ann Green fundraising

Like many nonprofit organizations, you may be right in the middle of getting ready to sending out your annual appeal.  Even though your mind is focused on 2012 right now, you need to start thinking about your fundraising plan for next year.

Some nonprofit organizations don’t do long-range planning. That’s a mistake. It’s not optional.  You may have heard the saying if you fail to plan, you plan to fail.  Don’t let that happen to you.

Putting together any kind of plan doesn’t need be painful.  Yes, it takes some time, but it’s time well spent.  It’s a lot better than being taken by surprise when you come up short on revenue.

Ideally, you should have a multi-year fundraising plan that is based on your strategic plan.  Here are a few other things to take into account as you put together your fundraising plan.

How much money do you need to raise?
The revenue part of your fundraising plan is fairly straightforward.   Figure out how much money you get from other sources, such as fees, and how much you need to raise.   Remember to build in a reserve, too.

Be realistic
Determine how much you want to raise from each source – individuals, grants, events, etc.  The funding climate is still precarious, so you need to rely on a variety of sources.

But be realistic about what you can do.  Cultivating major donors is a worthwhile endeavor, but it doesn’t happen overnight and you need to involve your board.  Events and online auctions can take up a lot of staff time and sometimes don’t bring in that much revenue.

Make it detailed
Fundraising plans don’t just cover how much money you are going to raise.  You also need to include a strategy.  Map out each step of an annual appeal campaign or an event and include a timeline.  You don’t want to leave anything out.

Also, figure out who will be involved and in what capacity.  Make sure to include your board. 

It’s not just about acquisition
Yes, your fundraising plan will include ways to find new donors, but don’t neglect the ones you already have. Donor relations is a crucial, overlooked part of your fundraising.  Include ways to thank donors, such as holding an open house or sending out holiday cards, as well as donor communication, such as newsletters and social media updates.

You want as many of your donors as possible to give again and to give at a higher level.  This means you need to keep your donors engaged and interested in your work.  Also, as you look for new donors, find ones who will support you long-term.

Measure your progress
Once a quarter, look at your fundraising plan to see if you are on track with your goals.  Determine what is working and what isn’t.   If you are falling short in your grant revenue, perhaps you are applying to foundations who aren’t the right match for your organization.

In addition, each time you hold an event or run a campaign, figure what worked, what didn’t, and how you can make improvements in the future. 

Here is a dashboard you can use to keep track of your plans.
Library of Sample Dashboard Indicators
Don’t make the mistake of not having a fundraising plan.  Here is additional information about putting together a fundraising plan, along with some sample plans and worksheets.

Financing Not Fundraising: 7 Mistakes in Your Nonprofit’s Fundraising Plan
How to Write a Successful Fundraising Plan
Templates, checklists and other treasures for your sustainable fundraising campaign

Fundraising Plan 1 Year Template
Sample Online Fundraising Plan

How to Create an Annual Report That’s Not Boring

Ann Green Communications, donor relations, fundraising, writing

Nonprofit organizations are not required to produce an annual report, but I believe your organization will benefit by having one.  

When I mention an annual report, are you picturing a long, boring document filled with wordy text and statistics?  It doesn’t have to be like that.

The key is to create an annual report that will engage your supporters and not bore them.  Here are a few ways you can do that.

Tell a story
Share a success story about a person you have helped.  Let’s say you run a tutoring program.  Instead of rattling off a bunch of statistics about young people doing poorly in school, tell a story about Jason, a young man who was struggling academically, but started doing better in school after weekly tutoring sessions with Rob, a volunteer tutor.

Make it visual
Find some engaging photos to include in your annual report.  Photos can tell a story in an instant.  Choose photos of people participating in an activity, such as Jason and Rob in a tutoring session. 

Use colorful charts or graphs to highlight your financials. Sprinkle in quotes and short testimonials to help break up the text.  

Keep it short

Your supporters are busy people and are not going to have a lot of time to read your annual report, no matter how great is. The trend now is a four to six page document. If you are a small organization, producing a glossy 20-page annual report would not be a good use of your resources.


Keeping all this in mind, what should you include in your annual report?

Introduction
Start with a brief, friendly introduction by your Executive Director or Board Chair. Make sure it doesn’t contain jargon and it’s filled with gratitude towards your donors for their support in helping you reach your goals.

Accomplishments
The main purpose of an annual report is to highlight your accomplishments.  These accomplishments need to focus on how you are making a difference for the people you serve.  Examples would be kids receiving higher grades in school or low-income families finding affordable housing. 

Be sure to list accomplishments, not activities, and show results.

Your financials. 
Include your revenue and expenses, and break them down by department (program, administration, etc.).  Keep it simple and use a pie chart or bar graph, so it’s easy to understand.

A donor list
You may want to just include donors at a certain level in your annual report and include a list of all your donors on your website.  Whatever you decide, be sure to thank all your donors in this section.

Some final words about annual reports
You should also include a list of your staff and board, and your mailing address.

Here is a helpful resource created by Kivi Leroux Miller.  It’s an annual report wiki that includes many great examples.

Annual Reports Wiki
You don’t need to mail your annual report to all your supporters.  You may want to mail only to your major donors.  Put your annual report on your website, and let your supporters know it’s there.  You could send out a special email announcement or include something about your annual report in your newsletter.  Of course, you should make a hard copy available to anyone who wants one.  You should also have hard copies available for potential funders and other interested parties.

If you choose not to produce an annual report, you should still have a list of accomplishments readily available.  You often need these for grant proposals, anyway.  I recommend keeping a running list, so you are not scrambling to put something together when it’s time to do your annual report or a grant proposal.  This can also help you get your annual report out earlier in the New Year.

Remember your goal is to create an annual report that will capture your supporters’ attention right away and not bore them.

How to Create an Editorial Calendar

Ann Green Communications, marketing, writing

Nonprofit organizations need to communicate with donors and other supporters all year round. Does the idea of finding content to share on a regular basis stress you out?  Don’t worry, it doesn’t have to.  Not if you create an editorial calendar.  Start thinking now about creating one for 2013. 

You have many communication channels to work with. Sending out a newsletter is one way. It’s up to your organization whether to use a print or email newsletter. Other methods include email updates, your website, social media, and mailings.

As you put together your editorial calendar, think about how you will use each channel. You may only send out direct mail a few times a year, but send out a newsletter once a month and communicate by social media several times a week.

Remember, the information you share should be audience-centered and emphasize how you are making a difference for the people you serve and in the community.

Here are some categories for your editorial calendar. Some items will be time sensitive and others won’t be.

Events
Does your organization hold any events?  Besides your events, are there other events in your community that would be of interest to your supporters?  This is a great thing to share on social media.

Legislation
Advocacy alerts are a wonderful way to engage with your supporters. Be on the lookout for any federal or state legislation that’s relevant to your organization.  Encourage people to contact their legislators about an issue or a bill. Report back to them with any updates, and thank them for getting involved.   

Time of year
Is there something going on during a particular month that is pertinent to your organization?  Perhaps it’s homelessness or foster care awareness month.

Thanksgiving, the holidays, and winter can be a difficult time for some people.  How can you weave that into your work?

News stories
You won’t be able to predict news stories in advance.  However, as something newsworthy comes up, see if that is something you could share.
Fundraising and recruitment
Be sure to add your annual appeal and other fundraising drives to your editorial calendar.  You want to promote these, and at the same time not inundate your supporters with a lot of other information at that time.

If your organization has specific times it needs to recruit volunteers, add that to your editorial calendar, as well.  

Ongoing content
If you are making a difference, you have stories to tell.  Share your clients’ success stories. You could also profile a board member or volunteer.

Put together a collection of stories and profiles to use in your newsletter or website throughout the year. If you are profiling board members or volunteers, highlight what motivated them to serve on your board or volunteer with your organization.  Keep it focused on your mission.

Keep it up
As you hear about other relevant information, add it to your calendar, so you will always have good content to share with your supporters.

Here is more information to help you create an editorial calendar.
Nonprofit Marketing Guide’s Editorial Calendar Links

LightBox Collaborative’s 2013 Editorial Calendar

Elements Of A Good Annual Appeal Letter

Ann Green fundraising, writing

You want to create an annual appeal letter that captures your donor’s attention right away and convinces them to donate.  Sounds simple, but it’s not.  Here are some ways to ensure a successful letter.

First impressions count
First, you need to get your donor to open your letter.  Give some thought to the outside envelope. Include a teaser, if possible.  

You want to be both personal and professional.  Hand addressing the envelopes may not be feasible, but make sure your mailing labels look clean and are affixed with care.  Use stamps if you can.

Create an inviting piece of mail.

Start with a story
Start your letter with a compelling story.  Focus on a person or family and not on your organization.  Use emotion and don’t bore your donor with a lot of statistics. 

Use a photo
Include an engaging photo in your letter or on your pledge form.  Photos can tell a story in an instant.

Here is more information on creating stories and photos.

Do You Have Good Stories To Tell?

You gotta ask
Ask for a donation at the beginning of the next paragraph (after the story).

It’s all about the donor
Show how are you are making a difference and how much you appreciate your donor’s role in that.  Make the donor feel good about supporting your organization.

Be positive
Emphasize solutions and not problems.  Highlight a few accomplishments, but also show you plan to continue your good work with your donor’s help.  

Make it personal
Send separate letters to people who have donated before and thank them for supporting you.  You can also tailor letters to other groups such as people on your mailing list who haven’t donated yet, event attendees, volunteers, and friends of board members. 

Your letter should have a personal salutation and not be addressed to Dear Friend.

Make it easy to give 
Include a return envelope with amounts to check off or an envelope and a pledge form.  Show what each amount will fund.  For example, $50 will provide X amount of meals at the food pantry.  In addition, include a link to your website that will take someone to your user-friendly donation page.  Even if donors receive a letter, they will often donate online.

Offer a monthly giving option
Monthly gifts can generate more revenue.  Encourage your donors to give $10 or $20 a month.   If they do, you are getting gifts over $100 each!

Make it easy to read
Use short paragraphs and bulleted lists.  Bold or use color for key words, but keep it tasteful.  Make it easy to read and scan.  Use a simple font that’s at least 12 point.

It’s fine to go over a page, especially if you are breaking up the text with a photo and short paragraphs.  But don’t make it four pages.  You can also add a quote or short testimonial. These can be powerful and it helps break up the narrative.

Use a conversational style and leave out jargon such as capacity building, direct services, and evidence-based.  Refer to your reader as you and write as if you are communicating with that one donor. Keep it personal.

Too many editors spoil the appeal
Your entire staff shouldn’t need to be involved in creating the letter.  Your best writer should craft it and then turn it over to your best editor.  Whoever signs the letter (your Executive Director?) can take a quick look at it, but don’t go overboard.  Not only does involving more people take extra time, it usually weakens the content.

All’s well that ends well
Repeat your ask at the end of the letter.  Don’t forget to say please and thank you.

Add a PS
People often gravitate to the PS as they scan the letter.  Here you could emphasize monthly giving or use another creative way to ask for support. 

Get your pens out
Include a short handwritten note.  Make it relevant to each donor, such as thanking them for a previous donation or letting them know it was nice to see them at a recent event.

Hand sign the letters in blue ink.

Are you ready?
Send out an annual appeal letter that will get noticed and will bring you the donations you need. Good luck!

Here are some examples of sample fundraising letters, along with one you shouldn’t use.

Sample Fundraising Letters
The power of boring fundraising to not raise funds

More information on creating your annual appeal,
Stop the presses! Does your annual appeal have what it takes to be successful?

153 Tips to Raise More Money By Mail
Image by r8r via Flickr

Prepare For A Multi-Channel Fundraising Campaign

Ann Green Communications, fundraising

Fundraising season is here!  What’s the best way to reach out to your donors – by mail, email, social media, or phone calls?   It’s a combination of all of these.

Direct mail still has a place, but many people give online.  Unless you know your donors really well, it’s hard to predict where they will see the message and how they will donate.  Some may respond to the direct mail piece, but donate online. Others will see your email message, but prefer to send a check.  Some of your donors will respond to the first appeal, while others need a few reminders.  This is why you need a multi-channel approach.

BEFORE YOU START

Clean up your lists
Make sure your mailing list and email list are ready to go.  Take care of that pile of address changes that has accumulated over the year. Check for duplicate addresses, misspelled names, and typos. You don’t want to offend your donors by spelling their name wrong or sending two pieces of mail to their house.   

Prepare your website
Make sure you have a donation page that’s compelling and is easy to use.  Test all links in email messages and social media posts.  The last thing you want is a donor contacting you about a broken link or having to hunt around on your website for the donation page.

Right before your annual appeal goes out, include a blurb on your homepage that your appeal is underway.  Make sure your donate button is in a prominent place.

Here is more information about creating a great donation page.  
How You Can Create A Welcoming Website – Part Three – Your Donation Page

Consistency is key
Your messages need to be consistent across all channels. Use the same story and call to action in direct mail, email, and on your website.  Everything you send out needs to look like it’s coming from the same organization.

SAMPLE SCHEDULE AND STRATEGY
Come with a schedule of when the appeals will go out.  I’ve created a sample schedule below.  Of course, you can adjust the timeframe as needed.

November 1
Give your supporters a heads up by email and social media. Let them know that your annual appeal is underway and they should be receiving a letter from you soon.  Encourage them to donate online right now.  This means your donation page needs to be up to speed.

Week of November 5
Mail out your appeal letter.

Week of November 12
Send out follow up reminders via email and social media.  If possible, don’t send reminders to people who have already donated.  Otherwise, be sure to thank your recent donors.  You can even phrase your reminders as more of a thank you or an update.

A big thank you to all of you who have donated to our annual appeal.  We are more than half way to our goal.  If you haven’t donated yet, please help us out today by visiting our website (include a link to your donation page) or send us a check (provide address). 

Week of November 19
Send out another reminder.  It’s a busy time of year and some people might need a gentle nudge.  

Week of November 26
Start making reminder calls.  If time is an issue, you could just call people who have donated before. That’s probably most effective.  Again, some folks just need a friendly reminder.

December and beyond
Keep sending reminders throughout December.  It’s tricky because you want to get your message across without annoying your supporters.  Continue to send out your newsletter and other updates. Tie in success stories with your appeal.

Network for Good recommends sending a fundraising email on December 27 and then each day from the 29th through the 31st.  This is especially relevant if your fiscal year ends on December 31 or your donor wants to give before the end of the calendar year.

Look to see who hasn’t contributed yet.  Concentrate your efforts on those who are most likely to donate, such as past donors.  

Also, keep track of how many donors come through each channel.

We live in a multi-channel world.  Take time now to plan your strategy in order to boost your fundraising results.

Here is more information on multi-channel fundraising.

Creating a Multi-Channel Fundraising Campaign

Multichannel Fundraising

Photo by 2create via Flickr

Invest In Thanking Your Donors

Ann Green Communications, donor relations, fundraising, writing

As I was figuring out blog posts for the fall, the usual topics came to mind – annual appeals, thanking your donors.  I decided to write about thanking donors first because this is just as important as the appeal letter, and many nonprofits don’t invest enough time in it.  A great thank you is the first step towards a good long-term relationship with your donors.

Two ways to go the extra mile when thanking your donors are to send a handwritten note and make a phone call.  Both of these will take a little planning up front.  Why not start now so you are ready to go as soon as your donations come in.

Remember, you need to thank your donors no later than 48 hours after you receive their donations.  

Send a handwritten note
A few handwritten sentences on a nice card is going to make much more of an impact than a printed thank you letter. It’s much more personal. Think about creating a thank you card or postcard with an engaging photo on the front. 

Since you will only be able to write a few sentences – make them count.  Use a warm, conversational tone. Try something like this.

Dear Susan,

You are amazing!  Your generous  contribution of $50 will help us buy two new coats for the kids at our family shelter.  Just in time, too.  The cold weather is coming.                

We really appreciate your support.

This shouldn’t take you that much time and it is time well spent.  You can put together a team of staff, board members, and other volunteers to write the notes.  Here is more information on why a handwritten note is so effective.  Like one of the people commenting on the post below, my mom also stressed the importance of writing thank you notes.

The Power of a Handwritten Note
Call your donors
Calling your donors to say thank you is an easy, yet effective way, to show appreciation.

This is also something your board members can take on.  The executive director or other staff can make calls, too.  Make sure you find people who are comfortable making phone calls and want to engage in a conversation with donors.

Start planning this now.  Come up with script and a spreadsheet to record notes.  You may want to conduct a little mini-orientation to get your callers pumped up and give them an opportunity to practice.  Here is a sample script.
                
Hi, this is  ________ and I’m a board member at X nonprofit.  I’m calling to thank you for your generous donation of $50. Thanks to you, we will be able to buy two new coats for the kids at our family shelter. Just in time for the cold weather, too.  We really appreciate your support.

It’s fine to leave a message, but be sure to provide a call back number in case the donor wants to talk with someone.

Not only is calling your donors an effective way to say thank you, it can help you raise more money in the future.

Speechless
A simple strategy that increases donations by 35%
How Your Board Can Increase Donations by 39%
Invest a little time and energy in showing gratitude to your donors.  Say thank you in a way that shows you mean it and not as if you are just going through the motions.
Photo by Jon Ashcroft via Flickr

Make A Lasting Impression

Ann Green Communications, donor relations, marketing

First impressions matter, but so do good, lasting ones.  This applies to everything you do – fundraising, marketing, volunteer recruitment – and all types of communication channels.  Many nonprofit organizations will spend a lot of time creating fundraising and promotional pieces to draw people to their organization to donate or volunteer, but don’t do enough to keep them there.

Here are some tips to help you make a lasting impression.

Fundraising – Donor Relations
You have worked hard to produce a donor-centered appeal letter and the money is coming in.  Do you wait two weeks and mail out a generic thank you letter that looks like you are sending it out because you have to and not because you want to?  Or within 48 hours do you do something memorable like sending out a handwritten card or calling your donors to thank them?  According to this piece by John Lepp, that phone call can leave your donors Speechless
Look to see how many of your donors are repeat contributors and how many of them have increased their donations over the years.  If neither is the case, work on impressing them more.

Newsletter – Email updates
Don’t just thank your donors and then not communicate with them again until you ask for another donation.  They need to hear from you on a regular basis in ways in which you are not asking for money. Aim for at least every two weeks.  Your donors need to know how you are making difference.  Share success stories and keep thanking them for their support.

I still believe newsletters have a place in nonprofit communications.  If you do send out a newsletter, it needs to be donor-focused, short, and sent out on a regular basis.  If you choose not to send out a newsletter, then send out email updates.

Some organizations intend to send out a monthly newsletter, but then do it sporadically.  That doesn’t make a good impression.  With a little planning that includes creating an annual editorial calendar, you should be able to keep your supporters updated on a regular basis.

Choose Quality Over Quantity – Part One – Your Email Newsletter
Social Media
Social media is another way to share your success with your supporters.   You can post to social media more often (a couple of times a day is acceptable), but make it consistent. Don’t start posting every day, and then not at all. Also, make sure you are sharing something your donors will be interested in.

One of the great things about social media is you can start a conversation.  Ask questions and encourage feedback on your Facebook page or blog.  Share links from other organizations on Twitter.  Engage and make an impression.
Choose Quality Over Quantity – Part Two – Social Media 
Website
Your website will not only be seen by your supporters, but by people who don’t know you.  Good, lasting impressions are crucial.  You may have spent a lot of time creating a snazzy new website, but then don’t keep it updated or don’t realize that the donation form is really cumbersome.  Is this the impression you want to leave?

Remember to make a good impression, but make sure it’s a lasting one. 

Photo by Chocolate Geek via Flickr

Get Organized – Start Preparing For Your Annual Appeal

Ann Green Communications, donor relations, fundraising, marketing
Photo by Howard Lake via Flickr

September is here.  Have you started preparing for your annual appeal?  

Many nonprofits rely on fundraising for a good portion of their revenue.  It’s never easy to raise money and an uncertain economy makes it even more challenging.  You need to invest time in creating a great fundraising campaign.

Here are a few ways to get started now.

Stories
In previous posts, I’ve written about the importance of gathering stories to use in your fundraising and marketing materials.  Your fundraising letter should start with a story.  Find a compelling one to use in your annual appeal.

Pictures
I’ve also written about creating a set of great photographs.  An engaging photo will enhance your appeal letter, online donation page, or pledge form.  You know the saying “A picture is worth a 1000 words” – It’s true.

Here is more information about creating stories and photos. 

Do You Have Good Stories To Tell?

How much money do you need to raise?
I hope you have a fundraising plan for 2012 that includes how much you need to raise in your annual appeal.  If not, you need to determine that before you start your campaign.  You can state your fundraising goal in your appeal letter and on your website, if you would like.

Accomplishments and plans for the future
Your appeal letter should highlight some the year’s accomplishments and state what you plan to do next year.  Focus on the people you serve and show how you are making a difference with your donors’ contributions.  For example, let’s say you run an afterschool program for high school students.  Share your success of reaching your goal of serving X number of students.  Next year you would like to expand and serve middle school students, as well.

Donating online  
Many more people are donating online now.  Make sure your home page highlights that your annual appeal is underway and includes a link to your donation page.  Your donation page needs to be user friendly and consistent with your other fundraising materials.  

Here is more information about putting together a great donation page. 
How You Can Create A Welcoming Website – Part Three – Your Donation Page
Giving levels
Create a set of giving levels, if you don’t already have them.  What does $25, $50, and $100 fund?  Project Bread’s online form (below) gives concrete examples of how donations at each giving level can provide food to hungry families.
Project Bread’s Donation Form
Monthly giving
I also recommend setting up a monthly giving program (both online and offline).  This is a great way to get larger contributions.  Promote it in your appeals.  Some people might balk at donating $100 or more, but if you present it as $10 a month ($120 a year!), it sounds more feasible.

Keep your current donors happy
Finally, your best bet for contributors to your 2012 appeal are your current donors, and you want as many of them to renew as possible.

I hope you having been showing gratitude and keeping your donors updated on how you are making a difference all year round. Continue to do that.  Keep your newsletters and other updates donor-focused.  Start highlighting some of your accomplishments and future plans now.  And, don’t forget to say thank you.

Also, some of the people who subscribe to your newsletter or follow you on social media are not donors (yet).  If you impress them, maybe they will become donors.

I’ll be writing more about annual appeals throughout the fall.  In the meantime, what are you doing to prepare for your annual appeal?

Get Organized This Summer – Prepare for your Annual Report

Ann Green Communications, donor relations, fundraising, writing
Photo by Eric (aka Herve) via Flickr

Over the last couple of weeks, I have been offering tips to help you get organized during your summer “downtime” and prepare for a busy fall. 

You may not be thinking about your annual report during these lazy, hazy days of summer, but you should be. Putting together an annual report can take awhile.  However, if you start preparing ahead of time, you should be able to get it done by the beginning of next year.

While you won’t be able to do everything, such as financials, there is a lot you can do now.  Some of the components listed below are not exclusive to your annual report.

Your annual report doesn’t need to be a glossy 20 page document.  If you are a small organization, that would not be a good use of your resources. The trend now is about four to six pages.  All annual reports – short or long – should be visual and not filled with long-winded text and statistics.

Remember that the focus of your annual report is showing gratitude to your donors and demonstrating how their support has made a difference.

What can you work on ahead of time?

Stories
Gather stories about the people you serve.  It’s a good idea to have a set of stories available to use in a variety of materials besides your annual report.  These include your annual appeal, website, and newsletter.  Stories are much more captivating than explanatory text.

Quotes
Work with your program staff to interview clients and find interesting quotes.  You can also use quotes in your other materials.  Put together a quote bank for future use.

Pictures
Invest time in creating some great photographs. Your supporters are not going to spend much time reading your annual report, but if you can engage them with photos, you should be able to tell a story instantly.  

Choose photos of people participating in an activity, such as kids in an afterschool program.  You’ll save time in the future if you have a collection of photos to use in all your fundraising and marketing materials.

This link will give you more information about creating stories and photographs.

Do You Have Good Stories To Tell?
Accomplishments
Last year I wrote a post about annual reports and suggested keeping a running list of accomplishments.  Does your Organization Need an Annual Report?  

If you have been doing that, great. If not, start thinking about what you want to include.  Have you met or exceeded certain goals?  Be sure to list accomplishments and not activities.  Show results and how you have made a difference.

Donor list
Depending on what type of donor database you have, it may or may not be easy for you to quickly compile a list of donors by giving level.  If it isn’t, why not start on this now and save time later.

These are a just few areas where you can get a head start.  I’ll revisit this subject again in the fall with more information on creating a great annual report.

Get Organized This Summer- Make Your Messages Clear and Consistent

Ann Green brand identity, Communications, marketing, writing
Image by Thiago Esser via Flickr

Over the course of the summer, I am offering tips to help you get organized during what may be a slower time, and prepare for a busy fall.  

All nonprofit organizations need a clear set of consistent messages to use in their fundraising and marketing materials, but many do not have these.  According to a recent survey by Nancy Schwartz from Getting Attention.org, only 24% of respondents said their messages connect with their target audiences. It makes you wonder how much time nonprofits invest in messaging. Marketing Consultant Chuck English wonders the same thing. Nonprofits don’t care about marketing
Create a message platform
Does your organization need a message makeover?  Putting together a set of clear, consistent messages, also known as a message platform, may take some time up front, but it will be time well spent.  Now whenever you create a fundraising letter or content for your website, you can draw material from this set of messages.  Having a consistent set of messages is essential when you have more than one person writing for your organization and as new staff or volunteers join you.  All your materials need continuity and a single voice.

The links below will help you create a message platform. Everyone in your organization – staff, board, volunteers –  is a message ambassador, and needs to be involved.  Although, that doesn’t mean they should be involved in every step of the process.

You may want to get some initial input from the staff and board.  Ask everyone a few key questions, such as:

  • What do we do?
  • Who do we serve?
  • Why are we important?
  • How are we unique?
  • What impact do we make?

If their answers are all across the board, then you have a lot of work to do.
A small group – marketing staff and board members with marketing experience – should put together the message platform and then introduce it to everyone else.  You may not be able to finish this in the summer due to people’s vacation schedules, but at least you can get started.
How To Get Everyone In Your Organization To Be Consistent In Messaging

The 4 Cornerstones of an Engaging Message Platform


Build Your Message Team
Create a style guide
Continuing on the theme of consistency, I strongly recommend putting together a style guide.  A style guide can cover both elements of your written material (editorial) and the look of your materials (design). You can put your parts of your message platform in here, too, once you complete it.
It shouldn’t take you a lot of time to put together a style guide and it doesn’t need to be long document.  However, it will save you a lot of time in the end.  It’s a huge help if you don’t know whether or not to use a serial comma, or what fonts you should use in your materials.  Again, this is important if you have more than one person writing for your organization, or if you use volunteers who aren’t there full-time.   

Overall, it ensures that your materials will have a consistent message and look.
Create a Style Guide for Your Organization
Take some time this summer to make sure that your messages and materials are clear and consistent.