You see, our audiences are thirsty for sincerity—but they’re also fatigued by shouting matches and spin. At the end of the day, they do want to know why your work matters and how they can be part of it.
So how do we do that? Here are the 5 steps to keep in mind as you write fundraising campaigns, social media posts, and email newsletters.
Pause to listen deeply. Show the people you serve with dignity, not as numbers. Anchor every story in context and humanity, not crisis moments. I know it's tempting to leap on the bandwagon and talk about what plagues society, but please please refrain. Unless, it directly affects those you serve.
For example, here in Oklahoma, funding was specifically cut for our Regional Food Bank. It went deep and resulted in layoffs and reduced delivery of services. What a blow! In this instance, it was appropriate for them to talk about it and create a direct call to action. What wouldn't be helpful to post about... the overall budget cuts the federal government has implemented for all nonprofits. That direction would have been adding to the noise.
Heart grabs attention. Strategy opens the door. Tie your storytelling to clear calls to action. What exactly are you asking for—volunteers, funds, awareness? And what’s the impact? Use transparency, testimonials, or before-and-after examples to move people from feeling to doing.
Show them your impact visually, whether it's a video or photo. That goes a long way in helping people empathize with your work, moving them to give.
Spread messages without diluting them. Building a nonprofit messaging framework—a core message plus complementary expressions—helps you stay true across channels and audiences. One good breakdown of this approach comes from BrandRaise, who recommend distinguishing your brand message (your soul) from your messaging (how you express it) BrandRaise.
Crafting Core Messageing keeps your team aligned and your brand consistent. Build a library of copy-and-pasteble messages that includes:
Avoid scare tactics or manipulative emotional appeal. Stick to facts, tell stories that resonate and provide honest, uplifting messaging—that’s the foundation of trust. So before you share impact stories, be sure you have permission first. One of my favorites on this topic comes from Cat Slack, in which she talks about her Tell from a Scar, not from a Wound™ Philosophy.
At the end of the day, what your team needs is something simple, clear, and ready to go. That’s where a Core Messaging document comes in. Think of it as your internal bible:
It’s not lofty copy. It’s practical, cut‑and‑paste language for emails, pitches, social posts, press releases, or advocates telling your story over coffee. With that in place, every communication—whether political or heartfelt—stays anchored in your truth.
In a world that sometimes feels broken, your nonprofit has the chance to offer clarity, compassion, and purpose. With empathy that listens, strategy that guides, and a Core Messaging document that keeps everyone rooted—you can speak with both heart and conviction.
Let’s make it easy. Book a call and let's talk about how we can develop a ready-to-use messaging guide that your whole team can rely on.
