Master Values-Based Messaging to Connect with Your Supporters
By Keagan Perlette
Non-profit organizations exist to make the world a better place. People who support non-profit organizations share this mission—they value equality and well-being for all. Organizations can use values-based messaging to connect with potential supporters by communicating how its mission aligns with supporters’ values.
Values- or strengths-based messaging helps you build a loyal community of supporters around your organization. Values-based messaging focuses on:
Here’s a quick introduction to values-based messaging and how you can get started on values-based messaging development.
Values- or strengths-based messaging helps you build a loyal community of supporters around your organization. Values-based messaging focuses on:
- Instilling hope and generating excitement around your cause.
- Bringing people together with a shared vision for the future.
- Showing supporters how meaningful their contribution is.
- Highlighting the value your organization brings to society.
Here’s a quick introduction to values-based messaging and how you can get started on values-based messaging development.
Deficit messaging vs. values-based messaging
Deficit messaging focuses on the problems associated with an issue or cause. This type of messaging involves telling stories that highlight individuals’ distress, suffering, or dire need and promote a sense of urgency. The aim of deficit messaging is to evoke a strong emotional reaction—such as sadness, guilt, or sympathy—to motivate potential supporters to take action.
While deficit messaging may be provocative, it often paints the recipients of support as helpless or lacking agency—which is likely not a story that they would choose for themselves. It others and alienates those you’re hoping to uplift.
Values-based messaging is a more ethical messaging and storytelling framework. It centers the core values that your organization, your supporters, and the community or cause you’re advocating for all share. Values-based messaging is strengths-based messaging. It acknowledges struggle while highlighting the richness and vitality that exists alongside it.
Values-based messaging works to attract supporters by inviting them to participate in upholding the values they already care deeply about. Values- and strengths-based messaging evokes feelings of hope, optimism, agency, and togetherness. Using this type of messaging attracts supporters who are more likely to engage with your organization over the long-term, because doing so reinforces their image of who they want to be.
While deficit messaging may be provocative, it often paints the recipients of support as helpless or lacking agency—which is likely not a story that they would choose for themselves. It others and alienates those you’re hoping to uplift.
Values-based messaging is a more ethical messaging and storytelling framework. It centers the core values that your organization, your supporters, and the community or cause you’re advocating for all share. Values-based messaging is strengths-based messaging. It acknowledges struggle while highlighting the richness and vitality that exists alongside it.
Values-based messaging works to attract supporters by inviting them to participate in upholding the values they already care deeply about. Values- and strengths-based messaging evokes feelings of hope, optimism, agency, and togetherness. Using this type of messaging attracts supporters who are more likely to engage with your organization over the long-term, because doing so reinforces their image of who they want to be.
How to create values-based messaging for your next campaign
1. Understand what your audience values
Conduct audience analysis to find out about your current and potential supporters’ lifestyle, preferences, and desires and aspirations. This information can help you understand what they value so that you can create messaging tailored to your ideal supporter.
2. Align your messaging with your organization's mission and vision
Reflect on (or establish) the values that your organization upholds through your mission and vision. The values you focus on should be authentic to your organization. Ensure that the messaging you’re creating fits into the overarching narrative you’re building for your organization.
3. Create an emotional connection
Values-based messaging appeals to our desire to find greater fulfillment and become the best version of ourselves. People tend to return to the communities—and organizations—they identify with emotionally that can provide a sense of belonging. Use messaging that conveys the emotions supporters (and the supported) will feel when they participate in your cause.
4. Prioritize accuracy and honesty
Values-based messaging needs to be trustworthy and transparent. Ensure that you are representing your community and cause accurately. Put the spotlight on the voices of people with lived experience who are often the best advocates for their own needs. Never use false or exaggerated data and choose real stories when hard data isn’t available.
5. Make it easy to engage
Let supporters know how to get involved with a strong call to action. Consider providing multiple ways that supporters can join in such as donating, volunteering, attending events, buying merchandise, or simply following along on social media.
Conduct audience analysis to find out about your current and potential supporters’ lifestyle, preferences, and desires and aspirations. This information can help you understand what they value so that you can create messaging tailored to your ideal supporter.
2. Align your messaging with your organization's mission and vision
Reflect on (or establish) the values that your organization upholds through your mission and vision. The values you focus on should be authentic to your organization. Ensure that the messaging you’re creating fits into the overarching narrative you’re building for your organization.
3. Create an emotional connection
Values-based messaging appeals to our desire to find greater fulfillment and become the best version of ourselves. People tend to return to the communities—and organizations—they identify with emotionally that can provide a sense of belonging. Use messaging that conveys the emotions supporters (and the supported) will feel when they participate in your cause.
4. Prioritize accuracy and honesty
Values-based messaging needs to be trustworthy and transparent. Ensure that you are representing your community and cause accurately. Put the spotlight on the voices of people with lived experience who are often the best advocates for their own needs. Never use false or exaggerated data and choose real stories when hard data isn’t available.
5. Make it easy to engage
Let supporters know how to get involved with a strong call to action. Consider providing multiple ways that supporters can join in such as donating, volunteering, attending events, buying merchandise, or simply following along on social media.
Get done-for-you values-based messaging development
Effective messaging can turn a media campaign into a movement. Perch Communications specializes in developing meaningful narratives for purpose-driven organizations and crafting stories that put the spotlight on communities, individuals, and causes for individual campaigns. Our team can help develop strong values-based messaging for your next campaign, and beyond. Ready to get started? Book a story clarity session.
