Little ol’ me? How to communicate your nonprofit’s impact
“Remembering a hero and a mentor.”
This was the heading of the lead article in a fundraising newsletter I recently received—a tribute to an influential leader in the field.
I’ve written a few of these profiles myself.
And it got me thinking about how my tribute might read. Or, rather, if there would even be such a tribute?
Sure, I help nonprofits tell stories and articulate missions to make the world a better place, including communications to grow a trailblazing school for students with complex learning disabilities; transform the campus of an agency committed to uplifting community members with free, vital wraparound services; establish an accessible and equitable hub for community programs that empower all people to achieve economic self-reliance; build a permanent home to elevate the training and preparedness of top veterinary students to care for animal patients.
Yet, I cannot imagine that the cumulative impact on these organizations and others could ever touch the description of heroic.
Little ol' me?
Humility vs Paralysis
Nonprofits are far from immune to this low-key self-deprecation. Particularly when faced with the challenge of fundraising, they may throw up their hands and say:
“We’re too small.”
“No one knows us.”
“There are others who already do something like this.”
Perhaps. But let’s assume your nonprofit does exist. And that it was created for a reason. Just because your organization isn’t the largest or most recognized (yet!), doesn’t mean your work isn’t meaningful.
Similar to how a life coach/therapist/friend/partner might encourage practicing a personal mantra in times of self-doubt, this coach thinks your nonprofit may benefit from a gentle reminder: You are enough. You matter.
Of course, relying on a website that proclaims WE EXIST! And we do good work! isn’t enough to draw support. Prospects won’t automatically find you and fall in love with your good/great/life-changing endeavor simply because you are doing it. Whether it is a website, direct mail appeal, or campaign case statement, how you communicate your mission is key to connecting with your people.
Consider this: If you were in the market to drop $500 on a dinner meant to impress, which restaurant’s landing page would win your reservation?
A. Come on in for some good food and drink!
B. One of the inaugural restaurants in the now booming Foodie Corridor, Café C&C opened in 2017 with the goal of serving bold, global flavors to our local community. We treat guests like family and serve seasonal flavors, creative cocktails, and organic wines in our modern dining room and on our heated outdoor patio.
Start by aligning your organization on these essential points:
Who are we?
What do we do and for whom?
Why does our mission matter? (i.e., so what?)
What is our vision for the future?
What challenges must we overcome to achieve it?
How will the impact be felt and measured?
While storytelling may feel overwhelming, breaking down the work into manageable bits can decrease anxiety about communicating the big picture. And a deep understanding of your mission will prove critical to every aspect of your success—fundraising included.
Once you are confident in your answers, you can build clear, concise, engaging communications that convey impact and increase donor engagement.
Yes, little ol’ you.
Need help getting there? Reach out here to discuss how to communicate your nonprofit's impact through strategic audience-driven donor communications.
