Joan B. Marcus Communications

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Craft an Effective Message (Nonprofit Edition)

Date : 2007-11-07

Words That Work
A free newsletter that helps you reach your target audience using the power of words.

Joan B. Marcus Communications
610.437.3255 • info@joanbmarcus.com

Marketing Message • Communications Planning • Marketing Tools

Can you compete with 5,000 messages?

The average consumer is bombarded with more than 5,000 marketing messages each day. How do you cut through the noise and get the attention of donors, volunteers and key community members? More importantly, how do you move people to action?

The key is to have a succinct, compelling mission statement, crafted from the recipient’s point of view, which is both easy to deliver and remember. Your mission statement must address the need you serve, your solution and what makes you different from other organizations.

How do I know if I need to work on my mission statement?

Consider these questions:
•Do you have a compelling mission statement that is understood and used consistently by everyone in your organization?
•Is your mission statement crafted from the recipient’s point of view?
•Does your mission statement capture the attention of your audience?

How do I craft an effective mission statement?

•Be succinct. Your mission must be succinct enough to be delivered effectively in a limited amount of time. Aim for a statement that is 25 words or less. Consider the main need you address, your solution and what differentiates you from other organizations. Then edit your mission statement relentlessly following Thomas Jefferson’s advice, “The most valuable of all talents is that of never using two words when one will do.”

•Think like your target audience. Donors, volunteers and other community members don’t support your cause because of your programs. They support your organization because of the impact you make in the lives of people. While statistics and program details are important in some instances, strive to humanize your message.

•Make it simple. If your mission statement is going to be effective, it must be easy for you and your staff to communicate. It also must be easy for the target audience to understand and remember. Don’t complicate your mission with jargon or statistics. Think about your typical volunteer or donor and speak to that person as you craft your mission statement.

Now what?

Once you have a solid mission statement, use it! It should be the cornerstone of all of your marketing, driving the message of your website, print pieces, direct mail program and all other marketing strategies. Use it when you are networking and ensure that your staff does so as well.

Developing a strong, effective mission statement is a process, not the product of a one-hour meeting. Involve key players in the process so all aspects of your organization are included. Once you have a draft mission statement, edit, edit, edit. When you think you have a mission statement that will work well, try it out before you incorporate it into your marketing tools. Once you are sure you have a statement that will work for you, use it consistently. It is the foundation of all of your marketing efforts.

© 2007 Joan B. Marcus Communications

When is the last time you updated your website? If it’s been more than one year or your organization has undergone significant change, it’s time to refresh your site. We can help you sharpen your message and update your image. Contact us today for a free consultation.

Joan B. Marcus Communications
610.437.3255 • info@joanbmarcus.com

Marketing Message • Communications Planning • Marketing Tools

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