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.
Hopewell Center was entering its 25th year and wanted to upgrade its image. There was a “free clinic” perception to the mental health agency that did not reflect its expertise and professionalism. Also, the agency had created different versions of the logo over the years and was not presenting a consistent message and image to the community.
We created a marketing plan for the organization that focused on creating a brand identity and marketing that identity to prospective supporters. We updated the logo, developed a tagline and a fundraising brochure. We also developed a set of graphic standards for all employees to follow.
Hopewell said the planning process got staff and board energized about promoting the organization and also gave them a chance to express their ideas and concerns to someone outside the agency. Because of the planning process, there is now more cohesiveness and heightened awareness both inside the agency and in the community. Dr. Amanda Murphy, president of Hopewell, said, “The process was fun, we learned a lot and got a great product for the investment.”
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