Messaging in Today’s World

By Susan Ross. We’ve shared one piece of advice consistently since the pandemic started: Stay in touch with your donors and key volunteers. Mary called it Extreme Stewardship in a recent newsletter, and we know many of you are working hard to do this. The moss+ross team has had many great conversations with clients over the last few weeks, all of whom want to communicate but are sensitive to the need to get the message “right.” These nonprofits fall into three basic groups: Front-Line Providers:  Nonprofits that provide food, shelter, health care and education are clearly needed more than ever. The strain on your budgets is very real because of increased demand, and you are working long hours. You must make time to share your message, and you can ask colleagues, volunteers and partner organizations to help [...]

Communicating the Message by Susan Ross

I am a communicator as well as a fundraiser – two very important aspects of our profession. Telling stories of how the work you do changes people’s lives, and how your donors’ gifts make a difference, helps your fundraising. Once you have painted a picture of what could happen if donors invest with you, the solicitation part is much easier (and more likely to be successful). My father was a career public relations professional.  One of his favorite definitions of the field was: DO A GOOD JOB AND GET CREDIT FOR IT.  That is sound advice for those of us trying to effect change in our corner of the world. As a proud graduate of the UNC School of Media and Journalism, I take very seriously the fundamentals of good communications: clear messaging, accuracy, audience awareness, and correct grammar. moss+ross has always included communications in our development and [...]

Three Steps to Great Messaging by Jeanne Murray

Your organization communicates purpose and inspires support through your messaging. While a good starting point is crafting a great mission statement, the day-in/day-out communication of your organization’s message doesn’t end with a declaration of mission. Continual messaging conveys the impact, energy, and needs of your organization – and, importantly, supports your development efforts. How do you know good messaging from the kind that needs improvement? Good messaging communicates value, encourages consistency, and identifies clear action. Good messaging communicates value. Messaging that communicates value is less about what you do, and more about what gets done with donor support. Words and images that bring impact to life tell donors that your organization is a worthy investment of time, money, and attention. Do your communications identify a donor’s role in achieving the mission? For example, I’m on the board of a Durham [...]

Do you need a case statement? by Jeanne Murray

Whether it is quick-printed or a beautiful glossy piece, you need to make a solid case to your audience. The most important reason to have a case statement is to help donors understand how they can make a difference by participating in your campaign. The case statement describes the need and the opportunity, and answers the question, "why now?". It assures donors you have thought through specific program goals and financial considerations, and describes the vision for a better future when you reach the campaign goal together. moss+ross Associate Jeanne Murray A recent client example is Durham Nativity School's “Building the Dream” Campaign, which helped renovate a wonderful building gifted to this school for 5th-8th grade boys. The case described a campaign vision of “classrooms equipped for the needs of young men, stability in our community, and investment [...]

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