The nonprofit a sector has become a crowded field with many claiming to be the most worthy.

The challenge is to differentiate good deeds in terms of leadership –  not only because of the cause but because the organization speaks and acts with unmatched authority. That required a communication strategy which translates into content and messages for media interviews, public forums and social media.

Resource Mobilization

People are looking for solutions that effect real and lasting change. Resource mobilization is driven by communication strategies that answer the core question:  Why should I fund or support your organization? The answer should be obvious. But too often, it’s not.

The challenge is to position the organization as a trusted, brand leader with new ways of solving the most pressing human problems.

Talking Less About Problems.

Research shows that donors no longer give money to the mission, per se. They give money for operations and programs which reflects the work being done, the lives being saved or affected or changed.  Your communication teams should be part-time reporters. Before asking for more money, show people how the  money is being spent.

The organization should also be tracking news stories to understand the conversations and the trends that influence giving.

Here are some questions to consider:

1. Do you have a strategy for communicating with the people you actual help or have they been left out of the loop?

2. Do you have an effective news gathering operation which drives fundraising?

3. Do your leaders have the verbal tool box and other content they need to advocate consistently and effectively?

4.  Are your crisis communication protocols current  up to the task if the worse should happen?

5. Have you provided training for your communication team to keep them as sharp as a red pencil?

If you answered no to any one of these questions, it’s high time we talked.