Messages That Matter – Cause Communications

Effective messaging and storytelling are topics we often cover in the capacity building training sessions we facilitate for nonprofit leaders. Just last week I was listening to executive directors, development leads, and communications managers reflect on how difficult it can be to clearly describe their organizations. We were workshopping drafts of new messages, with leaders generously offering constructive feedback and support to one another.

When we would get to a phrase or sentence that really “clicked,” the change in the room was palpable. Everyone leaned in, genuinely curious to learn more. A few moments even gave us chills – the kind that come when a message paints a vivid picture of strength and possibility.

Reflecting on those discussions now, I’m reminded of a line from a recent Chronicle of Philanthropy article.

“If people can’t understand a nonprofit’s work, they’re unlikely to trust, support, or believe in it.”

This simple yet powerful reminder from author Matt Watkins underscores the importance of using clear, accessible language in your nonprofit’s communications – and the risks of relying on “insider jargon” to attract people to your cause.

Watkins also points out that, as a field, “We’ve professionalized ourselves into a rhetorical corner in which sounding legitimate to each other often outweighs legibility to the public.”

Unfortunately, this isn’t a new issue.

Andy Goodman, the storytelling expert and longtime partner to Cause, once crafted this not-so-ironic take (for our Communications Toolkit) on what Nike’s tagline would sound like in the hands of a nonprofit professional.

Sharing this with nonprofit leaders in our training sessions always gets a chuckle – a signal of recognition, shared experience, and that tinge of familiarity that comes with knowing several additional examples from their own time working in the nonprofit sector.

So how DO we go from cringe to clarity? And what did those stand-out messages from the training session have in common?

To craft messages that are clear and compelling, try these three approaches:

Let go of the pressure to include everything. Instead, prioritize conveying what makes you unique and what would spark someone’s curiosity. Think of your messages as an invitation to learn more, not an encyclopedic record.
Focus on why your work matters. Yes, your messaging should explain what you do, but more importantly, it should convey why it matters. Picture someone asking you, “So what?” and then answer it in a way that inspires them to care and get involved.
Know your audience – and connect through shared values. “One size fits all” doesn’t work in communications. But it’s also dangerous to twist yourself into a pretzel to attract people or dollars. When you treat your messages as a bridge between your organization’s vision and how your audience wants to make a difference, you forge authentic and lasting connections.

And, as Watkins and Goodman suggest, be intentional with your word choice and drop the abstract jargon.

If you’re looking for tools to help bring these ideas to life, we’ve got you covered.

Explore Cause’s Bite-Size Courses, a collection of 15 “how-to” videos with step-by-step worksheets on a range of communications topics, from how to strengthen your messaging to how to tailor messages for your key audiences. They’re all part of our free Resource Library for social impact communicators.
Check out the messaging guides from FrameWorks Institute, which are research-backed and even organized by issue area.
(Thoughtfully!) experiment with AI. Use ChatGPT and other models to spark new ideas and edit drafts. Just be sure to keep that human touch – and wisdom – embedded in the process.
Seek feedback from peers. Think about who could be part of your own mini-focus group as you try out new messages and approaches.

If there’s a resource you need but don’t see in our library, reach out at vschnaidt@causecomm.net. We’re here to make the power of communications accessible to all!