3 Exercises to Clarify Your Nonprofit’s Messaging

If your organization’s elevator pitch requires a trip to the thirtieth floor, there might be a problem.

Vague or unclear language about your organization’s mission (AKA “word salad”) may make potential supporters feel too confused to buy in. It’s never too late to sharpen and refine your communication about the work—the good, hard work—your nonprofit is doing. Read on for three hands-on ways to ensure your messaging is clear and effective.

1. Start With the Message—Not the Words

When you set out to convey the who, why, and what of your organization, you might think you should begin with a search for the perfect words. But that hunt and swapping of language can result in “word salad”—various phrases that, while familiar, don’t provide clarity or compel action.

Start with this question: What is it we’re really trying to say?

I recommend sorting this out in a voice memo. Record yourself talking about your organization as if it were a conversation with a friend. (It’s OK if it’s casual and includes some slang.)

Focus on the message first. Worry about vocabulary later.

2. Focus On Concrete Verbs

The work your organization does is concrete, and your verbs should be, too.

In an effort to sum it all up, it’s easy to reach for a word like “empower” or “impact,” but those are vague and don’t tell the whole story. What is it that you do?

Do you connect new citizens to resources?
Design personal development programs for youth?
Reimagine existing systems or construct new ones?

The work your organization does is too meaningful to skimp on action words.

3. Think “Mild and Wild”

Clarity often comes when you get some distance from what you know. Here’s an exercise I use for a fresh perspective:

• Write down a one-sentence description of your organization.

• Now, write four more one-sentence descriptions using different verbs and adjectives each time.

  • For two of these sentences, think “mild” – use language that is common to non-profit voices.

  • Then, write two that are “wild.” Get specific about who you serve. Use concrete action words, and don’t hesitate if you wax poetic.

Repeat this process until you’ve honed in on a message that makes sense—to everybody.

Friendly Reminder: Keep It Simple

If your brand mission attempts to sum up every facet of your work, it might cause confusion to potential supporters.

Here’s an example:
Goodmakers Unite is changing systems to create sustainable futures for youth and adults in underserved communities, with an emphasis on access to healthy foods and mental health resources.

It’s a lot. Adding detail doesn’t always mean you’re adding clarity.

Here’s how I would recommend simplifying:

Goodmakers United provides [main service, like affordable grocery options] to [main avatar, like families in downtown Chicago].

Once you’ve made contact with prospective supporters, you can provide details about the ways your work is carried out. Until then, keep it simple with a clear mission.

Need help creating clear messaging and copy? Drop me a line.

Photo by Claudia Raya on Unsplash