Have you ever been trapped by a well meaning but over eager board member who was intent on sharing page after page of statistics documenting the good work of his agency or every detail of the agency’s history? Did you have the feeling that this person was talking “at” you rather than “with” you? Based on this approach, were you more likely to make a contribution or to make any excuse to flee? If you are like most people, you took the first escape route possible.
Are you guilty of “trapping” your donors and volunteers with your marketing materials? Does your website rely solely on facts and statistics to tell the story of your organization and programs or do you attempt to emotionally engage your audience by showing how your work affects individuals? Do your marketing materials contain stark charts and graphs with little emphasis on the human element? Do your grant proposals focus on program features without including the stories of the lives you touch?
Effective nonprofit marketing is donor-centered. It tells people what they want to know — how their contribution of time or money is making a real impact on the lives of others. Donor-centered marketing starts with a mission statement that speaks directly to this desire to do good. It clearly explains the need your program addresses, the solution you provide and why your solution is effective.
To develop a donor-centered mission statement, begin by asking yourself these questions:
Whom do we serve? Who benefits from our services? Be as specific as possible and refrain from claiming that your program can help everyone. Your statement must be believable to be effective.
What need does our organization address? Again, be as specific as possible. This helps donors and volunteers understand why your organization is worthy of their support.
What solution do we offer? This should describe your overall approach, not a program description.
How is our approach different from that of other organizations? Why is it important that our organization continues to exist?
Once you have developed a donor-centered mission statement, take it one step further by developing a specific message for each target audience, such as donors, volunteers, community members and legislators. Your mission statement remains the same but your supporting statement changes based on the audience to whom you are speaking. When you are writing marketing materials, visualize a particular individual and write for him or her. Your message will be much more meaningful.
An effective mission statement is short and memorable. It is used by staff, board members and volunteers. Use it in all of your marketing materials and grant proposals. Incorporate it into your emails. Use it when you are networking. Think like your donors and volunteers, understand what excites them about your organization and respond accordingly. Make it easy for them to say, “Yes,” to your appeal for help.
May be reprinted with the following, in full: Joan B. Marcus, president of Joan B. Marcus Communications LLC, helps nonprofit organizations and small businesses build their brand by combining well-chosen words with a powerful presentation. Joan is a pro in all forms of writing, from websites to grant proposals, brochures to electronic newsletters. Services include copy writing; marketing strategy; branding and message development; marketing communications planning; and grant development, including writing case statements, researching funding opportunities, writing and editing grant proposals, and documenting grant implementation. Sign up at http://joanbmarcuscommunications.com for a free newsletter that offers practical and low-cost strategies to help you market your business or nonprofit organization.
