Core Messaging: Guidelines for getting it right
Feb 11th, 2009 by Amy Southerland
Many nonprofits struggle with developing core messages. On one hand, there’s a tendency toward the overly general. This results in generic messages that could apply to any organization: “Our targeted programs make a lasting difference in our community.”
On the other hand, there’s a troubling inclination to cram every message full of jargon and buzzwords. These overburdened messages appear to say a lot, but in truth, they are virtually inscrutable to anyone outside the organization. Worse yet, even those closest to the work will find this kind of “overcooked” message nearly impossible to remember and use: “Our intergenerational, culturally sensitive case management system ensures powerful outcomes for disenfranchised children and families.”
Huh?
Both of the statements above may be true of the organization they attempt to describe, but they are not doing what core messages should do.
You want to craft core messages that:
- Give new audiences an immediate understanding of what you do and why.
- Reinforce the importance of your organization’s mission.
- Convey what makes your nonprofit unique and effective.
- Show your organization’s value to the community.
- Deepen the loyalty of your existing supporters– including donors, volunteers, and advocates.
Core messages will provide the foundation for your marketing materials, fundraising campaigns, and media relations. But keep in mind that messaging should do more. Everyone who is talking to others about your organization – front-line staff, board members, volunteers, advocates – should be familiar with your organization’s core messages and should know how to make those messages their own. This extends to your social media team, because your core messages will inform and shape the conversations and relationships that social media tools enable.
Online and off, core messages provide focus and consistency. Think of messaging as a powerful shorthand that allows you to tell people – clearly and concisely – who you are and what you do. Many times, you will go on to tell them more. In fact, the messages should make people want to know more. But the messages should be what they remember.
–Amy Southerland
