Every nonprofit has a mission. This is a message that people can easily access that tells them what the goal of the nonprofit is, what they're doing to raise money, and how their work benefits the population they're serving. A strong, clearly explained message builds trust with the community you want to work with, your donors, and the population you're serving, which aids in your nonprofit membership growth.
It is also important that the mission is easy for the average person to understand. It won't help your mission if everyone reading about it can't comprehend the information being presented. You want to ensure that your audience can relate.
1. MAKE THE MISSION CLEAR FOR EVERYONE
Before you begin telling others about your mission, it is important that every person who will be sharing it knows exactly what to say. This includes social media posts, press releases, in-person communication, telephone communication, and everywhere in between.
- Include your mission in all literature that goes out to volunteers. It should be the first thing they see when learning about your organization.
- Create scripts for telephone conversations and in-person communication. These don't have to be followed exactly to the letter and, depending on your mission, simple talking points can also be okay.
- Create social media templates for posts about your organization. This ensures continuity in your message across platforms.
- Compile a list of commonly asked questions and talking points for people to use when interacting with others as a representative of your organization.
Ensuring that your message is clear across the board helps people concentrate on the mission instead of how it's being carried out. Instead of asking questions about your actions and events, people will be more likely to ask, "How can I help?"
2. CONCENTRATE ON THE POPULATION BEING SERVED
This is all about them! You're raising money and holding events for a reason. The goal should be about the help being given and who is benefiting and not about the volunteers or the organization alone.
- Gather testimonials from the population you're serving. Be sure to collect releases that allow you to use these testimonials in your materials.
- If photos of volunteers are posted, make an attempt to include something about the population being served. It doesn't have to be the actual people but could also be the building, a project they completed, or include quotes.
- Celebrate the successes of your organization! The community wants to know that their donations are helping people. Show them that your mission is a success by shining light on even the smallest victories.
3. LEARN ABOUT MARKETING
The internet is your best friend here. If you're not well versed in social media ads and all the ways search engines can be used to spread your mission, now is the time to learn more. It can feel overwhelming when you're first figuring it out but there are many resources that make getting started very easy. If you try something and it doesn't work, go back and learn more about it, then try again. If you're looking for extra support, our HubSpot Administrators can help you understand how to best use HubSpot for your nonprofit!
4. ASK THE COMMUNITY
One of your greatest resources is the community that receives your message as well as the population being served. Ask them how they feel most comfortable receiving information and what they want to know about your organization.
- Use surveys that ask specific questions. Open-ended questions will often yield inconclusive results.
- Utilize social media polls. This is a great way to see results at a glance and reach a large number of people.
- Add a call to action in your next e-mail blast. Ask people to take your survey, to check out your social media posts, or to inquire directly.
5. LEARN FROM EXPERTS
There are already a lot of organizations that have successfully used a clear mission to reach their goals. See what they're doing, learn from them, and utilize similar strategies to ensure that your mission is clear and easy to communicate.
If you're having trouble figuring out what those strategies are or what exactly is the message you want to convey, The Insight Studio can help. We have the tools you need to make your goals happen. Get in touch with us today and we will help you clarify and communicate your organization's mission.
