The Nonprofit Messaging Matrix: 5 Brand-Building Statements for Your Case for Support
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Effective nonprofit messaging isn’t just about choosing the right words—it’s about creating a compelling, consistent narrative that builds trust, inspires action, and differentiates your organization from others in the field. How you tell your story can be the difference between inspiring passionate donors and partners or getting lost in the noise.
Most nonprofits are familiar with mission and vision statements. These foundational statements define what an organization does and where it’s headed. But they’re just two pieces of a much larger storytelling puzzle. |
At Perch Communications, we’ve developed the Nonprofit Messaging Matrix—a framework that helps organizations align their messaging and ensure that everyone, from staff to board members to funders, knows the narrative.
The Messaging Matrix includes five essential brand-building statements that every nonprofit needs. These statements don’t just shape fundraising appeals—they provide the foundation for all communications, ensuring that every message reinforces your mission.
The Messaging Matrix includes five essential brand-building statements that every nonprofit needs. These statements don’t just shape fundraising appeals—they provide the foundation for all communications, ensuring that every message reinforces your mission.
The 5 statements every nonprofit needs
1. Purpose Statement
Your purpose statement is the heart of your nonprofit’s work—the fundamental reason you exist. It should be a bold, values-driven declaration that speaks to what you stand for and why your work matters. A strong purpose statement acts as a rallying cry for your team and supporters, helping them instantly connect with your mission.
2. Vision and Mission Statements
Your mission and vision statements serve different but equally important roles in your nonprofit’s messaging. Grounded in the present, your mission statement defines what your organization does right now—the actions you take to address an issue or meet a need. Looking ahead, your vision statement describes the future you’re working toward—the big-picture impact your organization hopes to achieve. Together, they ensure your nonprofit stays on task and aligned with its long-term goals.
3. Impact Statements
Impact statements should directly reflect your nonprofit’s strategic priorities, ensuring alignment between what you set out to do and the change you create. For each priority, craft an impact statement that connects your work to measurable results, combining both outputs (what you do) with outcomes (the real-world change you create). This approach keeps your messaging focused, reinforces your credibility, and helps supporters see the tangible difference their contributions make.
Note: Don’t be afraid to use bold language. Instead of saying, “We strive to improve literacy,” say, “We improve literacy.” Clarity and confidence inspire trust.
4. Authority Statement
Your authority statement explains why your nonprofit is uniquely qualified to do this work. It sets you apart from similar organizations, reinforces credibility, and assures donors that their investment is in the right hands. You might choose to highlight your nonprofit’s expertise, track record, or distinctive approach. By clearly articulating your expertise, your authority statement builds confidence in your ability to create lasting change—making it easier for donors and funders to say yes to supporting your work.
5. Elevator Pitch
An elevator pitch is a concise, compelling way to explain your nonprofit’s mission and why it matters—all in about 30 seconds. It’s designed to grab attention, spark interest, and invite further conversation.
A strong elevator pitch follows this formula:
An effective elevator pitch is clear, confident, and impact-focused. Rehearse it until it feels natural, so you’re always ready to share your nonprofit’s story in a way that resonates.
Your purpose statement is the heart of your nonprofit’s work—the fundamental reason you exist. It should be a bold, values-driven declaration that speaks to what you stand for and why your work matters. A strong purpose statement acts as a rallying cry for your team and supporters, helping them instantly connect with your mission.
2. Vision and Mission Statements
Your mission and vision statements serve different but equally important roles in your nonprofit’s messaging. Grounded in the present, your mission statement defines what your organization does right now—the actions you take to address an issue or meet a need. Looking ahead, your vision statement describes the future you’re working toward—the big-picture impact your organization hopes to achieve. Together, they ensure your nonprofit stays on task and aligned with its long-term goals.
3. Impact Statements
Impact statements should directly reflect your nonprofit’s strategic priorities, ensuring alignment between what you set out to do and the change you create. For each priority, craft an impact statement that connects your work to measurable results, combining both outputs (what you do) with outcomes (the real-world change you create). This approach keeps your messaging focused, reinforces your credibility, and helps supporters see the tangible difference their contributions make.
Note: Don’t be afraid to use bold language. Instead of saying, “We strive to improve literacy,” say, “We improve literacy.” Clarity and confidence inspire trust.
4. Authority Statement
Your authority statement explains why your nonprofit is uniquely qualified to do this work. It sets you apart from similar organizations, reinforces credibility, and assures donors that their investment is in the right hands. You might choose to highlight your nonprofit’s expertise, track record, or distinctive approach. By clearly articulating your expertise, your authority statement builds confidence in your ability to create lasting change—making it easier for donors and funders to say yes to supporting your work.
5. Elevator Pitch
An elevator pitch is a concise, compelling way to explain your nonprofit’s mission and why it matters—all in about 30 seconds. It’s designed to grab attention, spark interest, and invite further conversation.
A strong elevator pitch follows this formula:
- Hook – A bold statement, question, or statistic that draws people in.
- What You Do – A clear, simple explanation of your work.
- Why It Matters – The impact and change you’re creating.
- Call to Action – A way for people to get involved.
An effective elevator pitch is clear, confident, and impact-focused. Rehearse it until it feels natural, so you’re always ready to share your nonprofit’s story in a way that resonates.
A case for support that does more
A case for support is more than a fundraising tool—it’s the foundation of your nonprofit’s brand and the key to building lasting connections. When your messaging is clear and aligned, it strengthens your identity, reinforces your credibility, and makes it easier for people to understand, trust, and champion your cause.
At Perch Communications, we specialize in helping mission-driven organizations refine their messaging and develop compelling narratives that drive support. If your nonprofit needs help completing its Messaging Matrix, let’s connect. Together, we’ll craft the language that turns curiosity into commitment—and supporters into champions.
Ready to get started? Contact us today.
At Perch Communications, we specialize in helping mission-driven organizations refine their messaging and develop compelling narratives that drive support. If your nonprofit needs help completing its Messaging Matrix, let’s connect. Together, we’ll craft the language that turns curiosity into commitment—and supporters into champions.
Ready to get started? Contact us today.
