The Flip Side Communications recently contributed an article to NonProfit Pro about six common communications mistakes that can make it harder for nonprofits to earn attention, connect with supporters and show their impact.
Key Takeaways
Nonprofits can strengthen their communications by preparing real people to tell their stories, agreeing on a clear message, adapting that message for different audiences, capturing small human moments, preparing for a crisis before one happens and protecting bold ideas from being watered down.
At The Flip Side Communications, we see these challenges often. Our team combines the perspective of a three-time Emmy-winning former television reporter with Fortune 500 corporate communications experience. That background has taught us that good nonprofit communications rarely start with more content. They start with better stories, clearer messages and stronger preparation.
People Make the Mission Real
When our co-founder Keith Yaskin worked as a television reporter, he often interviewed nonprofit executive directors and board members. He toured facilities and heard organizations explain their programs.
But he usually wanted one more interview.
He wanted to meet someone whose life had changed because of the nonprofit.
That person often made the story work.
The same lesson applies well beyond television news. Donors, volunteers, community partners and potential clients need to understand what an organization does. Real people help them understand why it matters.
We have seen the power of human storytelling firsthand. Arizona Mastiff Rescue needed to raise money for a new facility as it faced losing its existing space. We produced a fundraising video that showed the urgency of the situation through the people and dogs at the center of the organization’s work. After watching the video, one funder donated $50,000 toward the rescue’s new building campaign.
The organization later told us, “The Flip Side didn’t just produce a video; they helped us tell our story in a way that saved our rescue.”
Six Problems Nonprofits Can Address Now
In our NonProfit Pro article, we identified six communications problems that can limit a nonprofit’s visibility and impact.
Waiting until a reporter calls. Organizations should identify people who can share their experiences before an interview request arrives. Permissions, privacy issues and preparation all take time.
Using different core messages. Staff members, executives and board members may describe the same organization in completely different ways. Their exact wording does not need to match, but the central message should.
Sending the same message to every audience. A donor, reporter, volunteer and potential client may care about different parts of the story. Strong communications keep the central message consistent while changing the examples, spokesperson, visuals and call to action.
Overlooking small stories. Organizations often miss interesting stories because employees see the same work every day. A comment from a volunteer, an unexpected detail about a client or a surprising moment inside the organization can become strong content.
Waiting for a crisis to create a crisis plan. Organizations should decide who speaks, who communicates with key audiences, how leaders approve information and how the organization responds online before a problem occurs.
Watering down bold ideas. Nonprofits often say they want creative ideas, then make those ideas safer at every stage of approval. Strong communications sometimes require organizations to trust their people and take thoughtful risks.
Strong Nonprofit Communications Start With Preparation
Nonprofits already have stories worth telling. The challenge is finding them, preparing them and sharing them in ways people will remember.
That means building a bench of potential storytellers. It means agreeing on the heart of your message. It means understanding different audiences. It means preparing for difficult moments before they happen.
It also means sounding human.
Artificial intelligence can help organizations brainstorm, research and work more efficiently. It should not erase the experiences, judgment and personality that make an organization’s communications different from everyone else’s.
Read the full contributed article, “6 Communications Mistakes That Keep Nonprofits From Being Heard,” in NonProfit Pro.
The Flip Side Communications helps nonprofits and other organizations strengthen their strategic communications, media relations, storytelling, video production and on-camera communications. Our team combines award-winning journalism experience with Fortune 500 communications leadership to help organizations turn their work into stories people understand and remember.