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.
Family Support Network received a grant to rebrand their organization. Our first step in the planning and discovery process was to work with the board and communications committee to develop a branding statement. This main message needed emphasize the agency’s commitment to preventing child abuse, without branding potential client families as child abusers.
We worked with board, staff and committees to create an initial branding statement and main message – “Committed to strengthening families and protecting children” – and then hosted a brainstorm with the board to gather input for the new tagline “Stronger Families, Safer Children.”
Once we had consensus on the verbal messaging, we were able to develop the new visual brand including a new logo, stationery and website.
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