All nonprofit communication begins with writing. Writing a marketing plan. Writing an annual report, a PSA TV script, a PowerPoint speech, a web page.
It is a challenge to write messages that stay with people and motivate them. People are bombarded with so many messages, how can you try to make sure you get through all the clutter? Too often we see nonprofit literature that is internally focused, or not focused at all, leaving readers clinging to the purpose of the article.
The key to nonprofit communications can be simplified by focusing on three key questions:
1. Define your audience:
Create a mental image of an individual. Write a custom language aimed at your mental model.
2. Define your purpose.
What do you want your audience to DO?
How do you want them to respond?
o Call for a free brochure?
o Go through an initial consultation?
o Visit your website?
o Do you mail in a reply card?
o Read to your children 20 minutes a day?
Have a clear action step in mind!
3. Make an offer.
o This step is often neglected.
o This step shapes everything else.
o Offers may include: Availability of matching funds to double your donation;
Acknowledgment in your newsletter; A premium item (mug, tote bag, CD, etc.); Dozens of other standard offerings.
If you are not sure what you are offering, STOP until you come up with a clear offer.
If you focus on these three things, ideas will flow and your nonprofit communication materials will be easier to produce and more effective, every time.