Clarity First

Before you think about social media strategy, email campaigns, or increasing donations, pause and ask one question: Is our message clear? 

Many nonprofits feel pressure to do more, post more, and share more. But often the biggest shift in marketing happens when the message becomes simpler — not when the workload gets bigger. 

A clear message helps your audience understand who you serve, why your work matters, and how they can get involved. When people instantly understand your mission, engagement naturally increases. Supporters share more, volunteers step forward, and donors feel confident taking action because they aren’t confused about what you do. 

One of the easiest starting points is to define four core statements that guide everything you communicate:

1. Who you serve 

Be specific. Instead of “families in need,” try “families navigating pregnancy and infant loss” or “students in underserved neighborhoods.” The more precise you are, the easier it is for people to connect with your cause. 

2. The problem you’re addressing 

What gap exists in your community? What challenge are people facing that your organization is uniquely equipped to help solve? 

3. How you help 

List your clearest, most essential programs or services — not everything you’ve ever done, but the efforts that best represent your mission today. 

4. What you want your audience to do next 

Should they donate, sign up for your newsletter, register for an event, volunteer, or follow your social pages? A clear next step keeps supporters from guessing. 

These four pieces can become your North Star for communication. Use them on your website, social media bios, event flyers, and email introductions. Returning to them regularly helps you stay consistent, especially when things get busy. 

Clarity builds trust — and trust builds support. When people can repeat your mission in their own words, you’ve created a message that lasts. 



If your organization hasn’t revisited its message in a while, this is the perfect place to start. A few simple sentences can strengthen every marketing effort that follows.