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Positioning for Nonprofits

Turning Your Nonprofit into a News Agency 

The nonprofit sector is crowded with many claiming to be the most worthy.  However, it’s not enough to have a noble sounding mission statement and good intentions. Organizations that lead the field speak and act with unmatched authority. That’s what it takes to rally donors and volunteers.

Every nonprofit should have a news-gathering operation which reinforces what it does and why. Every organization needs a communications strategy that translates into messages for media interviews, marketing campaigns and social media.

Communications Strategy Drives Fundraising

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 support your organization? The answer should be based on evidence. But most organizations fail to tell – or even, recognize – their best stories.

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

Use Social Media to Talk Less About “The Problem” and More About Results

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 carried out, the lives being saved or affected or changed.  As you ask for money, you must demonstrate how that money is being spent. The organization should also track the news to understand the conversations and events that influence your stakeholders’ decisions on giving and volunteering.

Five important questions to consider (or, what I do):

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 internal news gathering operation that drives everything else?

3. Do your leaders have the verbal skills to advocate consistently and effectively?
3b. Do they know how to advocate without controversy?

4.  Are your crisis communications protocols up to date?

5. Do you provide media training to keep your team sharp and motivated?

Fees are based on a per-project basis or a media-relations consultation agreement.