Learn how to craft compelling messages that showcase your program needs to the public. Discover tips on goals, audience, storytelling, evidence, and action.

I don’t think the preceding recommendations are wise with regard to communicating program needs to the public. I especially disagree with the sentiment that you need to “convey the value, impact, and urgency of your work.” What you want to do instead is first help people understand how they can find meaning in their lives and realize the best version of themselves through joining with your organization to make the world a better place. People give or participate to gain something for themselves. If your communications don’t recognize that and serve them in some way initially, you’re communications will sound like you’re either bragging or begging. Instead, develop value-oriented offers to help people lean in and self-educate.

How can you communicate program needs to the public effectively?

As a non-profit manager, you know how important it is to communicate your program needs to the public effectively. Whether you are seeking donations, volunteers, partners, or advocates, you need to convey the value, impact, and urgency of your work. But how can you do that in a way that engages your audience and inspires them to take action? Here are some tips to help you craft compelling messages that showcase your program needs.

1 Identify your goals

Before you start writing or speaking, you need to have a clear idea of what you want to achieve with your communication. Do you want to raise funds, recruit volunteers, build relationships, or raise awareness? Depending on your goals, you may need to adjust your tone, style, and content to suit your audience and channel. For example, if you are writing a grant proposal, you may need to use more formal and evidence-based language than if you are posting on social media.

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Dr. Y. L. M.

HR Professional, Benefits Administrator
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As an Executive Director of a non-profit organization some of the best strategies we used to communicate our needs to the public was sharing personal testimonies of the some of the people we served and showing donors where their contributions were going. This would be done by way of newsletter as well as hosting a yearly donor appreciate day where they were invited on-site for a tour and luncheon.

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2 Know your audience

The next step is to understand who you are communicating with and what they care about. You need to tailor your messages to their interests, values, and motivations. For example, if you are targeting potential donors, you may want to emphasize how their contribution will make a difference, how they will benefit from supporting your cause, and how you will acknowledge and appreciate their generosity. If you are targeting potential volunteers, you may want to highlight the skills they will learn, the impact they will have, and the community they will join.

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Joel K Johnson Ph.D

PhD Organizational Leadership, VP College Relations, Alumni Relations Director, Philanthropy specialist, Social Media Director, Non-profit relationship builder. Co host of the Applicant to Alumni Podcast
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When talking to someone who may want to partner with your organization you need to know what their passions are. You can have the best literature, videos, documentation ever but if it is the wrong angle you wasted time. If it is a 1:1 scenario spend your initial meeting time learning about them and what makes them tick. Worst case is you leave the meeting knowing someone better. You may have though the potential donor was interested in supporting the arts but during the conversation you find out their passion is helping with the mental health of students. Listen, learn, then Later fine tune.

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Sylvia Velez, MSIOP, CWDP

M.S. I/O Psychology | Essex County WIOA Career Counselor | Marine Corps Veteran |
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The people my department services are Adult, Dislocated Workers and Youth. For years I have been saying that social media (TikTok, Instagram, FB, Twitter) are our friends. So many people are not aware of WIOA services and the plethora of resources our One-Stop has. We rely on word of mouth, and it is just not sustainable. We rely on government funds based on the amount of people we service and the amount of credentials our clients obtain - and it will make a world of difference having a social media platform to have testimonials, information about services, marketing and branding, even being able to answer questions. Know your audience.

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3 Use storytelling

One of the most effective ways to communicate your program needs is to use storytelling. Stories can capture attention, evoke emotions, and create connections. They can also illustrate the problem you are trying to solve, the solution you are offering, and the results you are achieving. To craft a powerful story, you need to have a clear structure, a relatable character, a compelling challenge, and a satisfying resolution. You also need to use vivid details, sensory language, and dialogue to bring your story to life.

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4 Provide evidence

While stories can appeal to the heart, you also need to appeal to the head. You need to provide evidence that supports your program needs and demonstrates your credibility and effectiveness. Evidence can include data, statistics, facts, testimonials, awards, or endorsements. However, you need to be careful not to overwhelm or confuse your audience with too much or too complex information. You need to select the most relevant and convincing evidence and present it in a clear and simple way.

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5 Include a call to action

The final and most important part of communicating your program needs is to include a call to action. A call to action is a clear and specific request that tells your audience what you want them to do next. It can be as simple as clicking a link, filling out a form, making a donation, signing up for a newsletter, or sharing your message. You need to make your call to action easy, visible, and urgent. You also need to explain the benefits and consequences of taking or not taking action.

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6 Review and refine

The last step is to review and refine your communication before you send it out or publish it. You need to check your spelling, grammar, punctuation, and formatting. You also need to make sure your communication is clear, concise, and consistent. You may want to ask someone else to proofread your communication or test it with a small sample of your audience. You may also want to measure and evaluate the response and feedback you receive and use it to improve your future communication.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Gregory Warner

We help your supporters self-qualify their interest in giving so your frontline fundraisers spend their valuable time with the right people — when they’re ready to move forward. imarketsmart.com
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I don’t think the preceding recommendations are wise with regard to communicating program needs to the public. I especially disagree with the sentiment that you need to “convey the value, impact, and urgency of your work.” What you want to do instead is first help people understand how they can find meaning in their lives and realize the best version of themselves through joining with your organization to make the world a better place. People give or participate to gain something for themselves. If your communications don’t recognize that and serve them in some way initially, you’re communications will sound like you’re either bragging or begging. Instead, develop value-oriented offers to help people lean in and self-educate.

Like

How can you communicate program needs to the public effectively?

1

2

3

4

5

6

7

1 Identify your goals

2 Know your audience

3 Use storytelling

4 Provide evidence

5 Include a call to action

6 Review and refine

7 Here’s what else to consider

Nonprofit Management

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How can you communicate program needs to the public effectively?

1

2

3

4

5

6

7

1 Identify your goals

2 Know your audience

3 Use storytelling

4 Provide evidence

5 Include a call to action

6 Review and refine

7 Here’s what else to consider

Nonprofit Management

Rate this article

Thanks for your feedback

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