I recently witnessed firsthand the impact of sharing a powerful message and communicating value.

One of my clients, a small nonprofit dedicated to providing educational resources to underserved communities, struggled for years to communicate the actual value of their work.

They had one goal: acquire and retain donors.

They tried all the strategies they knew but knew never felt like they weren’t doing enough.

As I began working with the team, we immediately identified that the community lacked awareness of the organization.

It started with a conversation

Our work together began as a conversation with the nonprofit's executive director, Sarah.

Sarah worked tirelessly on fundraising and communications off the corner of her desk. (we all know what that’s like!).

Despite her and her team’s hard work and dedication, Sarah never saw the results they hoped for or enough to help sustain their organization.

Sarah knew they needed to craft a better communications strategy. But how?

Together, we identified the core values that drove the nonprofit's mission.

We spent a day brainstorming the broader social issues they addressed, distilling their message down to its core.

We defined the problem they were set up to solve. We identified the organization’s core values, impact, and stories and drafted messages that resonated with potential donors.

Even better, we came up with a new tagline that encapsulated their value and a narrative that highlighted their specific impact on the lives of the people they served.

Beginning with a new strategy

Sarah tested her ideas with a core group of donors to see if their ideas resonated with them.

Her team began incorporating the new narrative into their communications with donors and potential donors.

They set out to revamp their website to focus on their impact and the value they brought to their community. They used their new message to create targeted social media and email marketing copy for their campaigns.

The results were almost immediate.

Not only did they begin receiving more donations from current donors, but they also saw a steady stream of email sign-ups - future prospects!

Their audience began connecting with the value they shared.

Sarah was thrilled with the results.

New approach

By taking a new approach that identifies and communicates the value of your organization's work, you’ll begin to see a steady stream of new donors signing up to learn more.

1. Identify your core values: Identify the core values that drive your organization's mission. What are the beliefs and principles that guide your work? These values should be at the heart of your message.

2. Identify your impact: Once you have identified your core values, it's essential to see how your organization impacts the community you serve. What specific problems do you address, and how are you making a difference? Use data and stories to create infographics and show how you do it.

3. Identify your audience: Who are your donors and potential donors? What are their values and interests? Understanding your audience is key to crafting a message that will resonate with them. Start by analyzing your current donors. You’ll begin to see patterns of the people who give the most.

4. Craft your message: Using your core values and impact as a guide, craft a message highlighting your organization's value to the community. Your message should be clear, concise, and compelling. Share what you want your visitor to do once they land on your website.

5. Incorporate your value into all communications: Once you have crafted your content, incorporate it into your communications with donors and potential donors, including your website, social media, email marketing campaigns, and any other communication channels you use.

6. Measure your results: Create a baseline of numbers and continually update it at least quarterly. Are you seeing an increase in donor acquisition and retention? Are donors responding positively to your message? Use data and feedback to refine and improve your message over time.

7. Offer a lead magnet - Offering a lead magnet is a helpful strategy to encourage supporters to opt-in to your email list. A lead magnet is a valuable resource or incentive you offer in exchange for someone's contact information. Consider creating an e-book, a guide, a white paper, a webinar, an event or even a free resource kit. The key is to create something your constituents will perceive as valuable and relevant to their interests.

By sharing messages of value for the community, you'll build a strong community of donors committed to supporting your cause.

Link Love

Speaking of lead magnets, check out my new Checklist to Dazzle Your Donor. You are the first person I've shared this with. Happy for feedback!

Looking to stand out from the rest when you create another presentation? This one looks magical. Try DropDeck - it turns text into beautiful slides.

A colleague recently shared Storyworth with me. Check it out! Looks like a beautiful way to capture and preserve meaningful stories of your family and friends.

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