marketing mission Blog

How To Write Inclusive Brand Messaging for Nonprofits

April 15, 2023

marketing mission Blog

How To Write Inclusive Brand Messaging for Nonprofits

April 15, 2023

Are you ready to clarify your nonprofit's brand message with consistent brand messaging to ensure your supporters will take action? 

Talking about your nonprofit is one of the hardest things to do, but it’s one of the most important. Without a clear message, your organization or movement isn’t going to gain the clout it needs to make the impact you’re striving to achieve. That is why we have created the Nonprofit Brand Messaging Guide template, a simple framework to help you clarify your message so people actually engage.

In this video and the content below, we will help you create a cohesive and consistent brand messaging guide to ensure everyone in your organization is on the same page regarding your messaging. 

We’ve split messaging into two parts - and today we’re chatting about trauma-informed copywriting and how to keep track of the words you intentionally do and do not use. 

Trauma-Informed Copy 

Non-profit organizations handle some pretty heavy topics, but when it comes to nonprofit copywriting, it’s important to focus on the positive impact your organization has on the world using trauma-informed language. 

So what does it mean to use trauma-informed language in your copy? Oftentimes as non-profit leaders, we want to share stories that shed light on issues for our audience to understand what is at stake. However, using this method of story sharing ignores our audiences' experienced trauma. It’s important to be sensitive to those you serve and your donors. When you talk about the problem, make sure to use language that is respectful and understanding and avoid using words that are judgmental or shaming. 

Rather than focusing on pain points, cast a vision for the future and focus on the positive impact your organization has on the world. You can do this by using language that invites your audience to participate in the solution, rather than guilting them with the problem. 

Word Bank 

We cannot stress word banks enough! Seems simple, but can be incredibly helpful when writing any organizational content. 

So what is a word bank? Word banks are a collection of words, phrases, and adjectives that represent the organization’s values, mission, and vision. We typically include general phrases that you may be tempted to use throughout your messaging, and then a brand-specific word to replace it with that better represents your organization's mission. 

Why does this work? When crafting your organization’s messaging, it’s important to make sure that you use the same words and phrases to describe your non-profit. This will help create a unified brand identity that your donors will recognize and trust. So a word bank can be helpful in compiling a set of approved words and phrases that represent your organization, allowing your campaign to be more consistent and effective. 

This may seem a bit unnecessary, but trust us, word choice matters! Let's break it down for you: 

  • Specific words and phrases can make or break how accurately you represent your organization. 
  • Conscientiously selected words ensure that your content is respectful and understanding of the experiences of those you serve. 
  • Consistent wording can help to create a sense of empathy with your audience, as they will be more likely to resonate with familiar language. 
  • A word bank can also give an organization authority, as it can help to legitimize your  message.

A word bank is just one of many tools you can use to stay consistent with your messaging. This word bank can help your team avoid harmful and outdated language. 

If you struggle with any of these things, guess what? That's what I do here at Marketing Mission: Maximized Marketing. The Maximized Marketing Intensive is an experience where in just one week, we create your valuable Nonprofit Marketing Toolkit™ - the powerful assets you need to streamline your marketing and free you to increase impact and funding without losing your mind. 

If you feel like the Maximized Marketing Intensive would be beneficial, hop on my calendar so we can talk more about this.

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