Listen. Learn. Write: The Keys to Successful Communications for your Nonprofit
What would you say is the most important goal of the work of your nonprofit?
__ 1. Raising awareness
__ 2. Raising funds
__ 3. Involving people
__ 4. Changing lives
__ 5. Advocating for the marginalized
Which one resonates with you as the most important?
Your answer may be, “Yes to all of them.” All of them are vitally important to the work you do.
Agreed. So how do you get there?
The simple answer – Communication. Words. Images. But not just any words or images. The most powerful ones at the right time to the right people. This principle is described here:
“Nonprofits need to make sure that their messaging clearly communicates the mission and brand to the right audiences… Successful nonprofit fundraising is really about nurturing relationships, building trust, and making emotional connections with the public, all of which can be done by choosing the right words. Rather than laying out overwhelming issues and numbers, wise nonprofits tell stories through the eyes of the people they serve. They keep their messaging positive and lead in through the story of one, rather than the plight of one million. https://teakmedia.com/fearless-communications/nonprofit-communications/
Choose again:
What is the most important communication piece you use?
__1. Website
__2. Email
__3. Video
__4. Social Media
__5. Blog posts
Which one do you use the most? Once again, they are all important. But are they working together to create a unified message for your organization? How do you make sure that happens?
“Nonprofit communications encompass a wide range of tools that organizations can use to get their message across. The important thing is to choose the few that will work best for your organization and to tailor your communication style to that specific tool.” https://nonprofithub.org/donor-retention/nonprofit-communications-are-they-helping-or-hurting-your-relationships/
LISTEN to the CEO
We asked a few nonprofit CEOs to describe how they work with their communication staff.
Travis asks his communication director to simplify this process by asking three questions:
1. What do I know? (Your message you need to communicate)
2. Who needs to know? (Your audience) If your message isn’t reaching your audience, you won’t ever see new or returning supporters. Know your audience and know them well.
3. Have I told them? (Who is charged with making communication happen? When is the deadline?)
Diana encourages her Communication Director, “Make sure that you consult with other staff just in case there's something you missed. I trust you will keep it crisp and phrase it effectively.”
Marie says, “Our communication team produces a monthly newsletter that goes out via email, but there's so much more to the process concerning decisions on what goes into those pieces. Our administration has the final say in big decisions, but I empower our Communication Director to make smaller decisions, sometimes with my input.”
Darius emphasizes the need for repetition, “People need to hear something five times in five ways in order to actually hear it.”
LEARN from the Communication team
Then we turned our attention to the leaders of nonprofit communication and marketing teams. These are people whose job description may read: Produce all email campaigns, solicit content from internal sources, and manage review, test, and send. Lead digital execution—across email, website, and social media—of fundraising and engagement campaigns throughout the year.
No small task. Their days are full of organizing, delegating, listening, interviewing, writing, editing, rewriting, editing again. Repeat. The goal? To make sure the message of their nonprofit is crystal clear and is being seen and heard by the right people at the right time.
We asked the communication/marketing team directors: What words of wisdom do you have to share concerning your day-to-day experience?
Kim answered, “I have worked in marketing for a national nonprofit most of my career to support development (fundraising). In small organizations, one person may wear both hats, but in larger ones, they are often separate departments that still operate in silos and can even compete with one another internally especially over who controls messaging, the brand, etc. But we know that the departments have to work together. They are essential to each other and the mission.”
Kim added, “The challenge for communications can be measuring results. In fundraising, the results are clear by how much money is made. But to what degree do brand awareness, crisis management, marketing, etc. impact those numbers?”
Matt adds this invaluable wisdom, “Listen to the people at the grassroots level. Really listen, and understand they probably know what's needed.”
Erin says, “Our board was not kept in the loop with our communication process. It was driving them crazy. They created a rule of thumb – ‘Anything that is posted on social media should be something your team/board already knows.’ That means, if your inner circle is learning it from your posts, then you aren’t communicating well enough with them.”
Write.
Then we listened to the experts on how to craft key messaging. Shelly leads a business that helps nonprofits focus their messages. She says, “In order to grab people’s attention, you need to appeal to their emotions and tell an effective story. When crafting your key messages, always remember the three C’s: concise, clear and consistent. By doing that, you will help others better understand your organization’s role and the need it fills in your community – and in the process, build credibility for your nonprofit.”
Shelly says then you can spread the word. “Once you have crafted your key messaging, your staff and others who speak on your behalf have a solid foundation from which to speak – and can then easily flesh out specific programs and services under that umbrella tailored to the audience. This allows you to communicate much more consistently about the most important aspects of your work and what people need to know to be motivated to give.”
Listen.
Learn.
Write.
How do you best communicate your message in your organization? What are your keys to success?