Most nonprofits create internal goals for events, programs, and communication. These goals are critical to the ongoing operation of the organization and integral to develop a messaging strategy. Often, these internal goals are included in external communications. This strategy only works if you include why the internal goal is important.
When developing your external communication, it is critical to focus on how why your work is important. Too often, we see external communication tied to internal goals.
– We’re so close to our goal of $100,000. Please donate today!
– Help us reach our goal of 5,000 walkers.
– We’re trying to collect 22,000 pounds of food this October.
What do these numbers mean? Why should your supporter care? These goals can motivate readers but only if the recipient knows why these goals exist.
– We’re so close to our goal of $100,000. Please donate today! Reaching our goal will help us save 200 baby elephants.
– Help us reach our goal of 5,000 walkers. If we achieve this goal, ABC Company will donate an additional $5,000 that will help us educate ten classrooms!
– We’re trying to collect 22,000 pounds of food this October. This food will ensure that 1500 local families get healthy food during the holidays.
This small difference makes your message more personal and relevant to the reader. While the impact of these goals may be evident to staff and board members, many of your readers will not have the same level of organizational understanding.
Photo Credit: Jeffrey F Lin on Unsplash
Justin (he, him) is a Principal and Co-Founder of Social Change Consulting. He has over fifteen years of nonprofit experience, with expertise in online fundraising, digital communications, and data management. Justin helps organizations connect their communication strategy to their income development needs. When he’s not on the clock, Justin is exploring Berlin, running, listening to too many podcasts, and drinking too much coffee.