Have you heard this before? So what do you do? You explain it and they still look glossy eyed? My parents often wondered what exactly I did when I was working for a nonprofit. I would tell them the elevator speech and they still had not clue. They just understood I help people. That was their way of telling their friends about the work I did.
In the last blog entry, we talked about defining the organization’s value to the community. After you have had a chance to examine and write down your value to the community, it is important to consider how you can craft an effective, easily understood message about what you do as an organization. Lets examine one that I just recently came across.
The Nonprofit Think Organization (Name Has Been Changed) connects leaders to develop new ideas, partnerships, and enables adults to be a part of their community.
So as a reader, do you have an idea of what they do? It is easy for organizations to get caught up in the jargon of the nonprofit sector. So don’t get stuck in the pitfall.
Consider the messaging from KIPP (Knowledge is Power Program www.kipp.org)
Who we are. KIPP is a national network of free, open-enrollment, college-preparatory public schools with a track record of preparing students in under-served communities for success in college and in life. There are currently 66 KIPP schools in 19 states and the District of Columbia serving over 16,000 students.
What we do. KIPP builds a partnership among parents, students, and teachers that puts learning first. By providing outstanding educators, more time in school learning, and a strong culture of achievement, KIPP is helping all students climb the mountain to college.
Why it matters. Every day, KIPP students across the nation are proving that demography does not define destiny. Eighty percent of our students are low-income, and 90 percent are African American or Latino. Nationally, more than 90 percent of KIPP middle school students have gone on to college-preparatory high schools, and more than 80 percent of KIPP alumni have gone on to college.
After reading this you understand exactly who they are-notice they did not use any jargon and reiterate their work clearly and distinctly. These are the major themes that come across:
- Network of Free College Prep Public Schools -66 Schools Nationwide
- Preparing Underserved Communities for College
- Outstanding Educators
- Provide More Time in School
- 80% of KIPP Alumni have Gone to College
Great points and easily understood by someone who may not be intimately involved in the organization.
So when making your messaging, first start with the 5 points you want to make sure the community understands. Consider writing bullet points in this order
- Who/where are we?-Describe what is the make-up of the organization.
- Who do we serve?-Describe who are the people or entities that you serve.
- How do you serve them?-What does the organization do in order to help this population.
- Why is it important?-Why does the community (whether you are local or national) need you. Stats are OK here-but a simple stat that speaks exactly to the need/reason you exist.
- Your success?-A simple line about what your success? Can be a stat, but make it a simple stat that relates and connects to why it is important and how you serve them.
After making your bullets, put context around each to make the message flow. Once complete, ask someone outside the organization (someone who has never heard of you) for their opinion. Then revise accordingly.
Although these are simple steps, it can go a long way in creating an effective message to the community. You are doing great work and there is a need for your existence. Help others in the community understand why you are important.
