Let’s be clear. The number one challenge a nonprofit will list in meeting its mission is building awareness of the needs they address and the services they offer. Which doesn’t seem odd by itself, but is disconcerting to me because perhaps the most pervasive communications issues I’ve noticed in more than 20 years in the nonprofit sector has been a disconnect between the various messages an organization shares and its mission. Given that – how can you hope to raise awareness?

I am sure it is not intentional. In fact, I am pretty sure it is an outgrowth of a passionate mission focus and aided by a lack of resources – chiefly staff time. And while staff time is a factor every organization must allocate judiciously, I am one who advocates that new and growing nonprofits give communication planning a larger portion of both the time and budget pies.

Larger nonprofits already have a dedicated team of staff who focus on little else. Which doesn’t mean they get it right all the time, but does beg the question: how did they get that big in the first place? Well, good leadership and a compelling mission for sure… and a good bit of well-planned and well-executed communications.

In general, smaller nonprofits find themselves in a continual resource crunch. Built and staffed by individuals who are dedicated to the mission, they carefully allocate resources to maximize mission impact. In my experience, this typically means lots of programs and services, and little overhead. You’ll see a pretty flat administrative structure – just the basics. And, you’ll see administrators who wear multiple hats. Often, the management of the organization’s website, newsletter and print advertising are an add-on - or “other duties as assigned” for a staff member who manages multiple responsibilities.

Out of necessity the person handles each communication task ‘just in time’ and in isolation from the others. In the end the public gets mixed messages or simply does not get to know the nonprofit because its image, its brand is just too confusing. Logo placement and size may not be consistent from piece to piece. Other communication elements frequently will vary such as core messages, topics, imagery, tone, and color palette; ultimately to the detriment of the organization’s success in building the awareness.  What is ultimately created is Brand Confusion. But, fear not, this too shall pass; with the application of a few financial and staff resources.

Now, I don’t have time in this brief post to cover all the basics of strategic communications planning. The good news is: these topics are covered at length on other sites. I will, however, be launching a series here entitled Communications Chiropractic. Posts will cover some topics like aligning messages with your mission, branding your organization, strategic communications planning on a shoe string, and using theme-based communications. I promise, if you follow them you will not only begin to build that awareness you want and deserve, it will boost your fundraising revenue too. So, keep an eye out for those posts to start in mid August.

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