Nonprofit Communications: What's Your Message?

When nonprofits try to reach out to supporters through e-mails, newsletters, web sites, and other channels, the volume of information can be overwhelming and, at times, counterproductive. How can nonprofits be more effective and efficient in their communications?

According to consultant Rebecca K. Leet, the solution involves crafting a "strategic message," which she defines as "a set of statements that prompts targeted audiences to take a desired action." Strategic messages are successful because they:

-Seize the attention of your target listener

-Concentrate on the wants and desires shared by the listener and your organization

-Achieve a mutual goal

Keep in mind that you will develop a core message, but would also create related "subset messages" for different groups, including your funders, volunteers, and the people you serve. Rebecca Leet outlines five steps for developing your strategic message:

1) Determine the desired outcome
2) Identify your target listener
3) Understand the desires of your audience
4) Recognize commonalities
5) Determine the best way to convey the message

Learn more in Leet's new book, Message Matters: Succeeding at the Crossroads of Mission and Market, published by the Fieldstone Alliance.

For other articles and books on nonprofit communications, click here to search our Catalog of Nonprofit Literature.