If you really want to attract more qualified attention, you need to know your organization’s full value. Non-profits whole-heartedly deliver a product, service or experience to improve lives, environments and situations. But often times they fail to communicate precisely what it is that makes them the most effective at what they do. The key here is to clearly explain why your organization is the industry leader in its category and/or what is uniquely significant about what your organization offers. The best way to start pealing back the onion, is by answering three key questions:
1. What do your constituents need and care about?
2. What do you do exceptionally well?
3. What do your competitors do exceptionally well?
In answering these questions, you will be equipped to create a value proposition that captures the attention of your target market. First, it is important to ask your constituents what your organization does that drives the most effective impact for them. What is your core value to those you serve? You can use surveys or interviews to gain insights. Next, it is key to ask your trusted costumers where they think your organization excels. Next, where does your organization excel above all others? Why do people go to you and not to other organizations? What do you provide that others do not? Finally, you need to know the strongest attributes your of competition. What is your competition well known for providing/doing? What sets them apart? What are their strengths and weaknesses? Once you know these details, you will want to pivot in a direction that differentiates your organization.
After going through these three questions, you will gain a more complete picture, and be able to create a clear statement that represents what is unique and valued about your organization. Moving forward, you will want to tailor your communications to highlight what sets your organization apart and gives the greatest value to those you serve. A powerful value proposition can not only attract more donors, but it can inspire existing donors to give more generously.
One response
Excellent points Sonya