So, where is the money going?
Creating a brand that communicates both trustworthiness as well as lasting value is essential for organizations that rely on financial contributions. Donors need to know not only how their contributions are utilized but also why their continued participation is important. How do contributions to your organization help make a difference?
Be transparent when it comes to your budget. If points of your budget raise eyebrows, be ready to explain why those points are vital to the goals of the organization. If you are seeking to tell the story of your organization, you must first earn the public’s trust that what you have to say is worth believing. Budget transparency is one way to earn that trust.
Lasting value is best communicated by keeping the lines of communication open both before and after a donor has made a contribution. It essential to communicate the value that each donor has contributed to your organization’s goals. Enable your supporters to become storytellers who promote your organization by sharing how their participation has made a difference.
So, what message are you communicating about your non-profit? Does your audience understand who you are and what you do? Are you supporters loyal to your “brand”? How does your organization evoke trustworthiness and communicate value?