Nonprofits have to compete harder than ever to win the attention of a media-saturated public. That's why it's crucial for nonprofits to develop strategic messaging.
Strategic messaging is a focused attempt to reach an audience with a clear, consistent message. It keeps you in control of your message and uses your organization's resources to its best advantage. Strategic messaging helps you say it right – every time – to your audiences.
Previous Project
Big Brothers Big Sisters has been around many years and has strong name recognition. Their leadership and staff were great at verbally telling the story, but not putting that story into written materials. We hosted a series of focus groups to learn how these groups felt about BBBS and what sets BBBS apart from other mentoring organizations. We gathered the information and synthesized it into a branding statement which outlines market position and message. We presented several ideas for messaging, including the one that was selected: "Be There, For Good." This concept works on several levels. The "good" means for a long time, which is reflective of the long-term commitment they are looking for in their "Bigs," and also for the greater good of the community, which appeals to donors. We enhanced the concept by swapping out good for other typical big-little activities. "Be There, For Walks. Be There, For Homework. Be There, For Ice Cream."
Today the staff and board of BBBS understand the organization and what sets them apart. Their brand identity statement gives them the framework they need to communicate consistently. They have started to weave this messaging throughout the organization's materials including their new website, a brochure, radio commercials and lobby displays
Click photo to enlarge
Follow 501