If your organization is like most nonprofits, you are continually reaching out to stakeholders to:

  • Educate
  • Change minds
  • Move people to action
  • Recruit for an event
  • Ask for financial support

This is why you need to define your organization’s key messages — a set of concise statements about your mission or event, presented in a specific style your target audiences can connect with on three levels: emotional, tactical, and intellectual. It’s a powerful, and sometimes overlooked, tool in your communications toolbox.

First, know your audience 

Do the research to understand your stakeholders’ culture, what motivates them and inspires them to act. It is critically important to craft your key messages in specific language that reflects their values and on platforms they can relate to. So, get out there and talk to your target audiences, and learn where they hang out! This information becomes the foundation of your messaging, so don’t skip this discovery phase!

Craft every piece of your campaign or brand to support your key messages

Here’s an example of a successful print campaign where every aspect reinforced the key messages:

The New Israel Fund (NIF) was embarking on a $40M Legacy campaign in honor of their 40th anniversary. NIF is dedicated to ensuring ALL citizens of Israel — Arabs and Jews alike — have equal rights in a shared society. Their existing donor pool (generally aged 65+) has demonstrated consistently that they hold these basic civil rights and a love of Israel in common (these are their values), and they share a vision of an Israel that is inclusive, equitable, and truly democratic. It made perfect sense to unpack those values, reinforce donors’ vision, and suggest that the continuation of NIF’s work and mission would be supported by their generous legacy.

Thus, the name of the campaign echoed the key messages: “Values. Vision. Legacy.”

Cover of the case-for-giving brochure:

Cover of the case-for-giving brochure for Jewish nonprofit

Inside pages of the case-for-giving brochure:

New Israel Fund print brochure

New Israel Fund featuring protesters

New Israel Fund featuring social justice

Cover of a small brochure self-mailer:

New Israel Fund fundraising mailer

Inside pages of a small brochure self-mailer:

New Israel Fund print newsletter for fundraising

The campaign is a powerful reminder of what Israel’s future can look like. Every piece of copy and all the visuals in the campaign unwaveringly stay on message to demonstrate donors’ values and vision, and NIF’s mission. And because of the 65+ age group of the recipients, the campaign primarily took place in print—a comfortable medium for the target audience.

The results? Staying on message for 18 months enabled NIF to exceed its goal of $40M. And because of the enthusiastic response, NIF extended the campaign and its goal to $50M!

Remember everyone is busy!                         

Not every person will see every communication your nonprofit puts out. In fact, chances are low that your constituents will see more than a fraction of what you release into the world.

Audiences need a lot of touches to internalize who you are, what your nonprofit is about, and what you want them to do — 6-8 touches, according to Salesforce and others who are in the business of converting interested parties into leads.

Even though you might be sick of the messages because you’ve said them multiple times on multiple platforms, it’s likely that your audience members have only noticed them once or twice. Therefore, it’s crucial to stay on message for several months or even years, especially in the case of a multi-year fundraising campaign.

Key messages are emotional, tactical, and intellectual. The most successful campaigns and brands hit all three equally.

Here’s an example of a successful recruitment campaign for a fundraising event.

Registration page masthead:

Wheels of Love fundraising event registration page

Social media images for organic posting:

Wheels of Love social media promotional graphicsWheels of Love social media promotional graphicsWheels of Love social media promotional graphics

Video for paid social media advertising:



Nonprofit Wheels of Love post on social media

Paid social media ads—static images:

Nonprofit Friends of ALYN Hospital post on social media

American Friends of ALYN Hospital (AFAH) was holding their first-ever charity bike ride in the U.S., to raise money for one of the world’s premier children’s rehabilitation hospitals, located in Israel. Previously, their riders went to Israel for a well-known, intensive, 5-day cycling experience, but because of the pandemic, the ride could not take place.

AFAH knew their audience: they were devoted cyclists who care about doing good in the world. They love to ride (what matters to them), and they are committed to helping children with disabilities have better lives (their values.)

Thus, the tagline for the ride: “Doing good is how we roll.”

Throughout the recruitment campaign on Facebook, Instagram, email, and bike shop flyers, the key messages were unswerving: It’s going to be a great, safe ride. You should be there because you are a rider who cares about doing good.

The results? Rider registration exceeded its goal by 64% and fundraising surpassed expectations by 21%.

Clarity, simplicity, and consistency are your friends                      

If you do your research, speak to your audience in language they can relate to, and stick steadfastly to your key messages, chances are very high your nonprofit will get the results it hopes to achieve over time. But if you let external pressures pull you off message, you can muddy people’s understanding — or worse, make them indifferent to your organization or event, because they’re just not sure of what you want them to do or why they should care.

Remember that your ultimate goal is to make a secure and lasting connection with your audience — one that gives your nonprofit top-of-mind presence and brings up positive feelings without any prompting. Just keep your key messages center stage, and you will exponentially increase your chances of achieving your nonprofit’s goal.

About the Author

Beth Singer is Principal at Beth Singer Design, LLC – a design and communications firm specializing in nonprofit organizations to help them fundraise, educate, and promote membership and events though design solutions.