Fundraising PLAYBOOK: Is Your Biggest Fundraising Hurdle Your Organization’s Name, Look, or Messaging?
Is the name or look of your organization actually KEEPING you from raising funds?
I’m serious.
Years ago I was serving with a nonprofit and sat in on a board meeting. I heard the strangest thing - it actually stopped me dead in my tracks.
There were a number of board members mispronouncing the name of the organization. Yes, mispronouncing the name of the nonprofit board they were sitting on.
At the moment I was surprised but honestly, it wasn’t their fault.
In an effort to stand out, the organization was way too creative in creating their name. So much so that nobody knew how to pronounce it. Board members were just making their best guesses--exactly what donors had to do, too.
When I later went to work full-time for this nonprofit, I noticed the extent of the problem whenever I introduced myself. The people I met didn’t ask about our mission or programs, their next question was always: “What?...Huh?...How do you say that?”
Long story short, we made the decision to invest in a full rebrand and rename.
Does that idea make you nervous? It definitely did for us! The thought of changing EVERYTHING was overwhelming at first:
We’d have to catch every physical location where we used the name, like business cards, our website, social media, letterhead, signage...
We worried that our followers wouldn’t embrace the new name or keep giving.
We were wary of investing so much in a professional graphic designer and content creator to make sure the new brand message would carry us for decades.
But once we got started, our fears quickly went out the window. Why? Because we saw how much clarity the change gave our donors, supporters, and board members. It was the right decision.
How much a difference can clarity make? We TRIPLED our funding in 18 months.
That experience has made me keenly aware of instances where nonprofit names, program descriptions, and overall brand messaging have actually added to donor confusion.
Your organization’s brand and look matter. Why should a donor give to you instead of another nonprofit? I don’t mean to sound harsh, but right now there are probably dozens of other wonderful nonprofits that your donors could give to - and often with a similar mission and name!
Your donor-facing brand and message affirm your expertise and excellence to your donors - and that translates to more money. You must set yourself apart from the competition.
What’s in a (Nonprofit’s) Name?
If you chose your nonprofit’s name, it’s probably meaningful to you. You didn’t pick it out of a hat, you thought about it, and crafted it, and you probably love it. Still...if it’s costing you revenue, you really need to think about letting it go.
Donors are going to give their best gift to you when they know exactly who you are, what you do, and what a donation to your organization will accomplish. If your name clearly supports this then you’re headed in the right direction.
I know this is hard, but if you want to grow your funding, you have to take a hard look at your organization’s name, and:
Choose clarity over quirky. No purposely misspelled words or strangely punctuated phrases. There are rare occasions where a name that is a ‘made-up-word’ or a word from another language works well.
Choose simplicity over complexity. Keep things short and clear.
Stop making your donors work so hard. Make it easy to understand who you are and what you do. Your organization’s name should roll off the tongue.
Ask yourself: Does our organization’s name create more questions than mission clarity? If yes, you’re leaving money on the table.
Your Brand is How Donors Understand You
Late last year, an Executive Director taking my 90-Day Accelerator said to me “I was surprised to find out one of our largest donors didn’t have a clear idea of what our mission actually was!”
Feels frustrating and almost shocking, I know.
We can think someone understands what we’re talking about . . . and then a question out of left field confirms they’re not quite tracking with us.
Does it matter? Well, your donors will not give their best gift if they don’t understand what you do. So, yes. And I hate to say it, but sometimes we are the problem.
I think part of the problem arises because so many nonprofit leaders are subject-matter experts. That’s not bad--one of the best things about my business is that I get to meet YOU - leaders of nonprofits all over the world on amazing mission journeys. You’re solving problems I didn’t even know existed!
You are the subject-matter experts fighting the crisis - implementing the programs to solve these issues. You’ve spent years learning, designing, and perfecting your craft. You know your organization’s intricacies better than anyone.
It’s almost like you speak a different language.
And that’s where we get the problem.
A challenge exists when you have to serve as an educator or interpreter of your mission to the public. Sometimes, because you know it so well, it’s easy to forget the average person might not fully understand what you are even talking about.
One of the biggest mistakes we can make is to assume our donors don’t have questions about our work or missions. Why is this important?
Because our donors will give their best gifts when they completely understand what we do and know how their gift will make an impact on the lives served by the organization.
When donors are giving to you and still have unanswered questions in their mind about your organization, this leads to funding challenges. How do we solve this?
Simplicity.
Here’s what to watch for:
Are you using internal or industry-related program jargon?
Are you talking about the technical aspects of your programs that are irrelevant to your donors?
Are you spending more time talking about internal processes vs. impact on lives changed?
Are you leading with program tactics vs. ultimate outcome?
Quickcheck: If you have a donor that isn’t giving their best gift and you think they may need a refresher about what you do, lean into those clarifying conversations. As for feedback on a project where you can have a conversation. Ask ‘to practice’ a presentation with them.
Think About Your Programs, Too
When I had to stop a meeting and ask for further explanation about what my nonprofit client’s programs even were, I immediately knew what was wrong.
This wonderful client I was working with? They talked about their programs in a really confusing way! I struggled to even understand all they did on a daily basis to serve their constituents. They had a long list of programs that were confusing to donors because they were rooted in industry jargon. Furthermore, one program name was just 4 letters - I had no idea what it meant.
Like your organization’s name, your programs should roll off your tongue. They should provide clarity to your donors and not cause more questions. Pause and make sure you explain your programs in words that everyone can understand - not just your internal program staff.
While you’re at it, check and see if you’re up-to-date on how you talk about your programs. Have your programs evolved over the years, but your categories and how you talk about them have not?
I call this under-selling your programs. It’s very common, but when you do it, you’re leaving money on the table.
Here’s what I mean:
If you are running a summer camp for children who have a disability, is ‘camp’ your only program?
Oh, you’re also providing online training to the parents through the other months of the year? Oh, and you’re also providing respite care to the parents by giving them a break from taking care of their kids’ special needs? Oh, and by the way, you’re helping the campers who graduate from your camp with job hunting, resume creation, and internships?
Sounds like you are running more programs than just a camp! Perhaps your programs are Camp & Recreation, Parental Support, and Post-Camp Career Support.
You’ve been growing fast - but be careful not to sell yourself short by not defining your programs.
When your programs are in clear, easily digestible categories, you can create a supporting budget in these same categories. When you can do this, your donors will more clearly understand what impact their giving can make.
-Do a check this quarter - schedule a half-day away and try to think objectively about your work. -Consider getting a third-party opinion. -Speak to your closest donors and get their advice.
This task will be worth it when you see your donors in deep alignment with your #mission and work.
Case Study #1: Barnabas Group Minnesota to Amplified Mission Network
My friend and colleague Matthew Taylor, of TaylorDesignWorks, saw the difference a name and brand can make when he led his client through a significant messaging and visual pivot. Here was the problem:
When the client approached Matthew they were called Barnabas Group Minnesota. That name did not easily communicate their mission. They pair Christian professionals with emerging ministries and organizations in need of strategic support, but the name doesn’t really communicate that.
Biblically, Barnabas appears in the Book of Acts and some of Paul’s epistles, and was known as an encourager in the early church, so their name made sense...if you already knew that. Not everyone did. Moreover, hundreds of other organizations and church groups also use ‘Barnabas’ in their names.
So it was time for a change.
Matthew offered Amplify Mission Network. This new name immediately clarified and communicated their purpose. It rallied partners around the mission, and called attention to the specific way they help make good work being done bigger and better. What do they do? They amplify missions!
The results have been astounding. Matthew led the client to a brand and message that focused on what the donor needed to hear so that they could understand what their investment could do.
Case Study #2: America’s Second Harvest to Feeding America
Over 12 years ago America’s Second Harvest changed its name to Feeding America. And wow - now you see their CLEAR brand-promise to Feed America everywhere right now!
Their mission is immediately apparent.
But, was there always such clarity in the minds of donors? That answer is no.
From their website: “Despite a 30-year legacy of fighting hunger, America’s Second Harvest has been confronted with low awareness among the general public, and a broader misunderstanding of domestic hunger. Knowing that true, monumental progress can be made when the public is fully engaged in our cause, we have researched how we can best inspire people. We found that the name America’s Second Harvest was limiting and that a new name was needed to quickly and clearly convey our mission.”
What a relevant example of a nonprofit’s name and message providing great mission clarity to their donor-base. A big thank you to Feed America for literally . . . feeding America right now.
Clarity Leads to Cash
What would happen if your donors knew exactly what problem you solved? If they could articulate why they WANTED to give to your organization over others?
If clarity leads to cash . . . How much would that change your life?
When donors truly understand your mission, they can become ambassadors, eager to participate, give, and carry your message into their communities. In that scenario, would you still dread fundraising?
Instead of explaining your name for the millionth time, or correcting misunderstandings about what you do, you’d be able to get right to talking about the impact your organization has, and how donors can help.
Passionate donors + clear communication about impact = Raising more money.
In my case, it meant 3X funding in 18 months that had lots to do with a logo and name change.
Worried your current name and brand might be causing you to leave money on the table? As you know, I’ve been there! I’m here to walk you through the process, talk you down from your fears, and help you raise more than you ever have by making things clear for your donors. Just reach out.
-Sherry
P.S.
When you’re ready . . .
1. Download my NEW [2021 Whitepaper] and learn how to create an annual funding model that secures the unrestricted money you need to grow (especially for overhead). Click here to get it.
2. Learn how to create this exact type of growth plan that attracts larger donors, in 90-days > If you'll small and raise between $500K and $1M in charitable revenue, are ready to up-level this year with individual donations, but you’re not sure where to start, I can help. You’ll learn my proven, step-by-step methodology nonprofit leaders like you have used to find donors, secure more unrestricted funding with these ‘overhead’ conversations, and become super confident solicitors. Just apply here and we’ll hop on a chat where I’ll talk you through the details. (And applying is not committing…it’s just a conversation).
3. Capacity-building work with Nonprofit CEOs or mid-and large-sized orgs > If you’d like to speak directly with me to break free from the sector’s traditional fundraising silos and models that are limiting and restricting your growth, just email me and put “Private” in the subject line. Tell me a little about your organization, your Advancement team, and what keeps you up at night when it comes to your revenue generation, and I’ll get you all the details.
