As state budget cuts and decreased donations force nonprofits to do more with fewer resources, the importance of clear, concise, and compelling messaging is more important than ever. Beyond demonstrating how the organization is upholding its mission statement and serving its target audiences, nonprofits must find creative ways to differentiate themselves from others competing for the same limited pool of donor funds. How can nonprofits stand out from other equally important organizations? By implementing creative communication campaigns that drive people to action.
Driving Audiences to Action
The cornerstone of an effective nonprofit PR program is a strong call to action. Is your organization seeking volunteers for a community outreach event? In need of hardgoods donations? Looking for event sponsors? Clearly communicating how target audiences can take action and support the outlined campaign objectives helps nonprofits quantify the success of their efforts. Based on this evaluation, communication strategies and tactics can be refined, offering intelligence regarding what types of requests are most compelling to the target audience(s).
Developing Personal Connections
Among the greatest ‘selling points’ any nonprofit has are its stories. Stories are about people. They showcase how circumstances impact certain individuals, how programs improve these individuals’ lives, and how others in the community can help make an impact. This unique combination helps people to develop personal connections to nonprofits and empowers them to become change agents. These stories can be used across newsletters, e-communications, appeal letters, videos, and blogs to demonstrate the vital role nonprofits play in the communities they serve.
Harnessing Creative Energy
Clear messaging is key to the success of any nonprofit communications campaign. However, a splash of creativity can help that clear and concise message to stand out in a crowd. Perhaps it is a creative way to engage volunteers or a unique fundraising effort. Maybe it is a program your nonprofit runs that it is the best-kept secret in the community. Showcasing unique attributes of an organization and developing creative communications and fundraising campaigns can help draw attention to worthy causes while positively impacting the bottom line.
As 2012 surges ahead, pay careful attention to integrating compelling stories, creative campaigns, and inspiring calls to action into your nonprofit’s communications campaigns. This unique mix of key ingredients will help to motivate volunteers, raise funds, and ultimately drive the success of the organization.
