What are the biggest mistakes nonprofits make when trying to tell their organizations’ stories?

1. They look at their organizations from their point of view rather than the view of the audience.
2. They don’t get their story straight.
3. They tell the wrong story to the wrong audience.
4. They don’t answer the question , “SO WHAT?”

Mistake #1: Nonprofits look at their organizations from their point of view rather than the view of the audience.
Nonprofit professionals tend look at their organizations from their point of view rather than the view of the audience(s) they are trying to connect with. (You do not want to just “reach” your audience – you want to connect with them.)

There are several ways this happens. How can this be avoided?

• Don’t talk about the organization, talk about the people.
• Think from the perspective of your audience. And remember, something “new” to you or the organization is not necessarily “news” to someone else.
• Don’t use jargon, institutional sounding language and try to avoid the use of acronyms (don’t fall into the “alphabet soup” mentality.
• Ask yourself the tough question… “How is what I am trying to communicate relevant to what is currently happening in the community, in the world?”
• Make it simple – the first step is to get their attention, especially with new audiences. Think of it like a first date. Would you tell your life story on a first date?
• SHIFT YOUR MESSAGING MINDSET. Are you guilty of “megaphone mission” marketing? Are you talking about how great you are rather than trying to empower your audience?

Mistake #2: Nonprofits don’t get their story straight.

If someone came to your organization and talked with 10 people separately (the executive director, staff, volunteers and board members) and asked the question “What does your organization do and why should I care?” – would all of the answers be the same? Or, at least be close to the same?

Forget the neat-looking brochure or a website that can do cool tricks. The most important (and FIRST) thing your nonprofit organization needs is a paragraph of strong, powerful (and empowering) language that everyone uses consistently. This is NOT your mission statement. Use this language/description across all mediums. Make sure it is readily available to staff and volunteers – and even “train” them (make it part of what is expected of them… just like any other rules or procedures at your organization).

Make messaging more important. A big part of the issue with not “getting your story straight” is not having messaging in place – it is the foundation that all communication is built from. Approach your messaging like you would a program or service that your nonprofit offers. Get the entire organization involved. You can start this messaging through simple exercises like creating a “word wall.” Separately, have people within your organization write down five words (individual words) that describe your organization. Then, build your language around these words. Use them consistently in your messaging. This can also help you create a tagline or creative campaign for your agency.

Find the right words. Line up what words were the most common among those who responded. Where are the matches? These are most likely the words you need to focus on. Or, sometimes this exercise can uncover where there are mistakes in thinking or how your own staff might be counter to what you are trying to communicate. A key part of messaging and storytelling is making sure that it is not just the marketing department (or person, of half-time person) who is invested in it.

Questions to ask when trying to develop messaging:

• When someone hears your organization’s name, what do you want them to assume about you?
• When someone hears your organization’s name, what do you NOT want them to assume?
• What is the biggest misunderstanding people have about your organization?
• What direction is your organization moving? Where will it be in 5 years, 10 years?

MISTAKE #3: Nonprofits tell the wrong story to the wrong audience.

Just like you have different programs and services, you have different audiences you are trying to reach. Communication is much more effective when you are speaking directly to a specific audience.

Find your audiences… break down who you are trying to connect with. Each of them will connect with your organization in a different way. But, keep it consistent – use similar language and be consistent with your organization’s brand.

Remember, some audiences need more information, while others need less. The same message does not work with multiple audiences. Now, this does not mean you have to develop 20 different versions of a brochure. Rather, it means to identify who your core audiences are (usually 2-4 categories) and determine the best way to reach them, and what they need to know to become engaged.

Pick your battles. Nonprofits need to understand that they are not going to win everyone over. Trying to get all audiences to listen and care is exhausting and impossible. Many nonprofits waste a lot of time and resources trying to be the most popular kid in the class. Do not fall into this wasteful pattern. Yes, you want to get your story out there, but you need to let go of the audiences that are not going to listen, and focus on the ones who are.

• Communicate to those who are already vested in your cause.
• Identify the audiences that are the most likely to listen and care. Then build on that.

But, there are two extremes here that nonprofits tend to fall into. Don’t just preach to the choir. Don’t limit your communication to this audience. Communicating with only those people and organizations who are already cheering for you does not help grow your organization. One of the most mistakes nonprofits make is continuing to ask the same people for support and money over and over. Your donors and volunteers need you to grow your support base. Reaching out and connecting with new audiences is crucial.

MISTAKE #4: They don’t answer the question , “SO WHAT?”

You are deeply committed to your organization’s mission.
You develop best practices in the field, employ clinical professional, you measure results.
You spend hours and hours in long-range strategic planning meetings.

SO WHAT.

The truth is, the average person you are trying to reach does not care about any of this.
What they need to know is how the work you are doing is connected to them. They don’t even know this is what they need to know… they are not yet engaged. Your job is to reach out and connect with them in a way that empowers them to care. Storytelling is definitely a way to do this.

How can this be avoided?

• Tell stories about your CAUSE, not about your organization.
• Make stories simple rather than complex. Focus on positive outcomes.
• Use consistent messaging to answer the “So what?” question.
• Start with your internal audience first and build upon that.

With these great guidelines, you can shift your organization’s messaging mindset and help further your mission.