If you Google "Core Messaging," you'll get a hundred different definitions. Which is... not helpful.
So let me clear things up. If you're a nonprofit juggling events, campaigns, board meetings, and maybe a broken printer or two, here’s what Core Messaging should mean for you.
It’s a collection of copy-and-pastable messages you can use for marketing materials, grant applications, event scripts, social posts—anything, really. These aren’t off-the-cuff phrases either. They’re crafted intentionally, reviewed by leadership, and made to speak for your entire organization. Core Messaging brings everyone onto the same page, using the same language, to tell the same story. That consistency builds clarity, trust, and connection.
Think of it like a well-organized closet. Everything has a place. You don’t have to dig through a hundred random documents or reinvent the wheel every time someone asks, "Can you write a quick blurb for this?"
A whole lot more than a mission statement. A good one includes:
👉 Mission Statement — What do we do?
👉 Purpose Statement — Why do we exist?
👉 Vision Statement — What future are we working toward?
👉 History — Where did we start, and why?
👉 Values — What do we stand for, and how do we live it out?
👉 Rally Cry — A short, emotional hook (3–8 words!) that gets people fired up.
👉 Programs/Services — Clear, compelling explanations of what you do and how you do it.
👉 Tone of Voice — How do we sound when we write? Friendly? Formal? Fierce?
👉 Writing Style — Reading level, grammar quirks, preferred length.
👉 Calls to Action — Plug-and-play statements to drive engagement.
Each section is tailored to reflect your unique voice, and most come in short, medium, and long versions. That means you can drop a one-liner into a social caption or copy a paragraph for a grant narrative without breaking a sweat.
Because your team is busy. Your board wants clarity. Your audience needs to understand you. And let's face it—you're probably not hiring a full-time copywriter tomorrow.
When your messaging is strong, your brand becomes unstoppable. Your team knows what to say. Your audience knows what to expect. Your mission gets the spotlight it deserves.
Instead of scrambling for words, you get to focus on the work that matters: raising awareness, mobilizing supporters, and changing the world.
Here’s what strong Core Messaging can do:
And maybe most importantly: it gives you a feeling of relief. Like, "Ahhh, finally. We know exactly what to say."
That’s my jam. I help nonprofits redefine their visual and verbal identity so they can multiply their impact. If that sounds like something you need, just Say When!
