Refresh Your Nonprofit’s Value Proposition
As a nonprofit among an increasingly crowded landscape, you may need to re-evaluate your current branding practices and create a strong value proposition statement, so your organization’s compelling competitive advantage stands out from the crowd.
You may find that even when proposed contributors visit your website or receive requests to donate, they lose interest before they even understand the compelling purpose of your non-profit. The result: no donations, no contact information, no beginning to long-lasting financial commitments.
What influences someone to donate to your organization? While many Americans contribute regularly to priority causes, successfully converting new donors – while maintaining consistent supporters – must include a compelling case for why your work really matters.
Your value proposition should immediately answer the question posed by every potential philanthropist: “What’s in it for me?” A strong nonprofit value proposition evokes an immediate emotional value, leading to increased donations. What makes a good value proposition for your nonprofit?
- Provide a message that’s clear and easy to understand (avoid jargon);
- Describe concrete and clear benefits to taking action;
- Help to calm fears regarding the legitimacy of your nonprofit;
- Assure the security of your donation process, including credit information;
- Demonstrate why taking action with your organization is better than donating to a different nonprofit;
- Make it “short and sweet” (a headline, couple of sentences and bullet points if possible).
Of course, the goal of your nonprofit’s value proposition should ultimately be a “call to action” to move potential benefactors to donate. Make certain your message is supported by an equally strong branding campaign; your most powerful currency continues to be emotional value.
If you need assistance in developing your nonprofit’s compelling value proposition, give us a call for referrals to proven firms that can help.
Of course, if you need accounting or audit services for your nonprofit, the Online Stewardship Accounting & Consulting Services team is here to help. Contact us today at Lynn@OnlineStewardship.com or give us a call at 904-398-4747.
