Explain your nonprofit’s work and impact

A great way for your nonprofit to engage donors, volunteers and other partners is to make it easy for them to understand what you do, how you do it, and the difference you make for the people and places you serve.

Despite what your website or printed materials may say about your organization, or its legacy in the community, never assume that people know much about your work or truly understand exactly what you do, why you do it, and your impact.

So make it clear.

Explain the community need you address, and how it affects people. Describe the services you provide, how and why they work, and the lives they help change. Talk about the partners and supporters you count on. And show people how they can get involved.

Keep your story short, and use words anyone can understand. Avoid the technical terms, jargon and acronyms your peers favor but that can turn off people who simply want to find out about your nonprofit.

Make it easy for people to understand the problems in your community, and their causes, however complex, the value you add to the lives of the people you serve.

Making your story human makes it easier for people to understand and want to help.

You also should develop talking points that tell your story quickly. And train your board and staff to use those talking points whenever they have an opportunity to talk about your organization.

To help advance the work of your nonprofit, make your story sing, and always be telling it.

Want professional help?

Philanthropy North Carolina is a consulting practice that provides writing and strategic communications support for nonprofits, foundations, colleges and universities, and others working for social good.

To find out more about hiring Philanthropy North Carolina to work with your organization to improve your communications, contact Todd Cohen at 919.272.2051 or toddcohen49@gmail.com.

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