December 02, 2008
Staying on Message
In these tough economic times, the fund-raising consultant Roger Craver says it’s all the more important for charities to succinctly and powerfully make the fund-raising case for their cause- -a process he calls “messaging.”
In his The Agitator blog, however, Mr. Carver and a guest writer Bob Levy, a creative consultant and copywriter, point out the “structural barriers” that have sprung up in many nonprofit organizations that can dilute this “messaging” process.
“Creative consultants and copywriters once had access to the leaders of nonprofits and were viewed as ‘channelers’ for the organization’s message to key constituents,” Mr. Craver writes. “This is no longer the case. The ‘professionalization’ of nonprofits has resulted in isolating fund raisers and copywriters from those who determine mission and message.”
The job of crafting a charities “message,” is now spread across numerous departments, Mr. Craver writes, leading copywriters to rely on mid-level employees “who may not have a clue as to the direction their organization is taking.”
“Donors are short changed on the information they receive.” Mr. Craver concludes. “And ultimately the organization pays the price as its mission is lost or diluted somewhere down the organizational food chain.”
What do you think? Should charities be concerned about the “barriers” that can exist between the leadership, who know where the charity wants to go, and the creative personnel and consultants charged with presenting this message to donors?
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“The job of crafting a charities “message,” is now spread across numerous departments”
This indicates that the organization itself is not working together to craft a cohesive message. Even if you dont have access to the NP leader, the mission of the org should be clear and understood by everyone who signs on to work there. The NP leader should NEVER be the sole guardian of the message.
— Allison @ Entry Level Living Dec 2, 08:17 AM #