Less Noise, More Impact: Communicating What Matters

I bet you know a nonprofit that constantly sends out “urgent” messages—so often that they start to sound like Chicken Little, even when the sky isn’t actually falling. In times of uncertainty and fear, they only get louder and shriller. They communicate endlessly but rarely say anything of real substance.

Or maybe you’ve seen an organization that keeps recycling the same tired messages—ones used since their founding—even though they no longer resonate. The result? Their messages fall flat.

You and I want to do better. Our organizations need us to do better.

To have an impact, we must communicate clearly, enthusiastically, and frequently with our supporters. As George Bernard Shaw famously said:

 “The single biggest problem in communication is

the illusion that it has taken place.”

Whether or not you have a formal communications plan, following a few best practices can make a big difference.

WHO: Know Your Audience

Too often, we waste time trying to win over skeptics instead of engaging the people who already believe in our mission. Marketing and strategy expert Seth Godin encourages us to focus on our “smallest viable audience”—the people who would truly miss us if we were gone.  

Instead of chasing those who don’t share your values, direct your efforts toward those who do. Your stakeholders—donors, volunteers, and partners—want to hear from you. Speak to them. 

WHAT: Know Your Message

In uncertain times, clear communication is more important than ever. Your donors and partners want to know how you’re responding to a shifting landscape. 

Share inspiring stories of impact, but also be transparent. If your organization is facing funding cuts, say so. If you’re doing well, share that too. Nothing erodes trust faster than supporters thinking a nonprofit is fine, only to be blindsided when programs are cut or doors close. 

WHY: Know Your Purpose

Your organization’s “why” should be the foundation of all communication.

• Why does your nonprofit exist?

• Why is your work important?

Your why is what draws donors, volunteers, and community members to your cause. Stay rooted in it. Don’t let mission drift or leadership changes pull you away from your core purpose. In fact, your mission is likely more relevant now than ever before.

Good Communication Builds Trust

Trust is the foundation of your nonprofit’s success. Clear, consistent, and frequent communication strengthens that trust—and trust is what fuels your ability to change the world.

Photo by Image by Dean Moriarty from Pixabay