The 3 Core Messages Every Nonprofit Needs (And How to Write Them in 90 Minutes)

Why This Matters (And Why It's Hard)

Clear messaging is essential. You need journalists to understand your story if you want substantive media coverage. You need donors to understand your story if you want them to support you - or to keep coming back. And you REALLY need your board and staff to understand your story if you want them to truly champion your organization in every conversation and room they are in.

The problem is a simple one: you're too close to. You live and breathe your mission every day, so what seems obvious to you is actually packed with insider language, organizational history, and assumptions that outsiders don't share. You know your story better than anyone. The truth is, you just aren’t telling it in a way that is resonating.

The good news? You don't need a communications degree or a consultant to fix (or create) your messaging. You can start by stepping back and answering three fundamental questions in the simplest way possible. This Messaging Guide & Workbook will walk you through exactly how to do that.

Before you post anything else on social media, pitch any more journalists, or write another grant proposal, start here. Scroll down to explore the full guide or download a PDF version below.

About the Author: Christina Crawley is a strategic communications leader with 20 years of experience helping nonprofits and mission-driven organizations translate complex issues into compelling narratives. As Founder of Virtuosa, she advises social impact organizations on brand positioning and executive communications. She serves as Pro Bono Co-Chair for Washington Women in PR.