Now is the time to state the obvious: If you do not know how to talk about your organization, you will not be successful raising money. It is a simple truth that applies across the board, from attracting good board members and volunteers to gaining media attention and building partnerships. Messaging is not just important; it is essential.
Allow us to introduce you to one of our favorite concepts: Need, Value, Differentiation. This framework takes the guesswork out of creating impactful messages by defining clear answers to three fundamental questions:
What Need or Needs Do You Meet?
Think about the specific needs your organization addresses. Focus on who you serve and why they need your organization. Remember, as a nonprofit, it is crucial to lead with your beneficiaries, not just talking about yourself.
What Value Do You Bring?
This is not just about how you are changing the lives of those you serve. Also consider the broader impact of your organization on the community. Highlight the solutions and positive outcomes your nonprofit brings. Concrete examples of the changes and improvements you make can be compelling.
What Differentiates Your Organization?
In a sea of organizations doing similar work, what sets you apart? This is your chance to break through the noise. Showcase what makes your organization unique, whether it is your approach, programs, partnerships, or community connections. Think about differentiation beyond entities who do similar work, but any entity competing for the same time, talent, and treasure you need to successfully realize your mission.
Once you have identified your organization’s Need, Value, and Differentiation, you have a solid foundation convey your mission, impact, and uniqueness to potential donors, partners, and supporters.
Remember, your story is not just about what your organization does—it is about the lives you change, the communities you impact, and the lasting difference you make in the world.