Many nonprofits assume “Everyone knows who we are.” In reality, community awareness is often uneven.
Some people recognize the organization’s name but do not understand its mission.
Others may know one program, but not the full scope of services.
Some may hold outdated assumptions about what the organization does, whom it serves or why funding is needed.
The view from the inside is different.
Staff see the work every day. Board members care deeply about the mission.
Longtime donors may know the history, the programs and the people behind the organization.
So it can feel like the community must surely understand who you are and what you do. Right?
Strong nonprofit communications help people understand who your organization is, what it does, who it serves and why charitable support matters. Building that understanding before a fundraising campaign can make donors more prepared to listen, engage and give.
That may include earned media, community outreach, email, social media, stakeholder communications and other opportunities to tell your story consistently over time.
This is why public relations and awareness-building are important for nonprofits. Not because organizations need attention for the sake of attention, but because people will not support and give to what they do not understand.
This is especially true before an annual giving effort or a capital campaign.
Before donors are ready to make a gift, they need to understand the need. They need to see the impact. They need to know why their support matters now.
A good place to start is with your message.
If someone asked a board member, staff person or volunteer to explain your organization in a sentence or two, would they all say roughly the same thing? Or would the answers sound completely different?
Consistency matters. Your message does not need to be fancy. In fact, it should not be. It should be clear enough that people can remember it and repeat it.
Your organization should be able to answer:
Every nonprofit also has misconceptions to address.
People may think a program is fully funded. They may not realize the organization depends on gifts.
They may remember what the nonprofit used to be but not understand what it has become.
The best response is usually simple and kind. Replace confusion with clarity:
A solid communications plan is especially important for capital campaigns.
A campaign should not be the first time people hear about your need or vision. By the time you are asking for a significant gift, the donor should already have some understanding of the organization, the opportunity and the impact.
The same is true for annual giving. If the only time people hear from you is when you ask for money, the relationship can feel transactional.
Ongoing communication builds trust before the ask ever happens.
Stories also play an important role.
For an annual giving campaign, stories can show how everyday support keeps programs strong and services available.
For a capital campaign, stories can help people imagine what will be possible when the project is complete.
This work does not belong to one person.
The executive director, development staff, board members, program staff and volunteers all help shape how the community understands the organization.
Everyone does not need to say the exact same words, but they should be able to deliver a consistent message.
In the end, nonprofit communications is about helping people see the work more clearly.
When the community understands who you are, what you do and why it matters, people are more prepared to listen, engage and give.
Need help strengthening your nonprofit messaging or building a communications plan before your next fundraising campaign? Contact me at kteigtorres@amperagefundraising.com.
Author Kristin Teig Torres, MA, CNP, is a fundraising adviser for Amperage Marketing + Fundraising and deeply experienced in community engagement and nonprofit development.
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