The R.I.S.E. Storytelling Framework for Messaging Development
By Keagan Perlette
Messaging development for non-profits requires a unique approach to capture the philanthropic vision and mission-driven identity of an organization. People don’t get involved with non-profits in the same way—or for the same reasons—that they interact with businesses. Not all branding best-practices are the right fit for non-profits looking to build community and make a difference. That’s why the team at Perch Communications created the R.I.S.E. Storytelling Framework for developing non-profit messaging.
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The R.I.S.E. non-profit messaging framework establishes the foundation for key messaging and communications materials that:
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Here’s a deeper dive into the four components of the R.I.S.E. framework.
Reason
Behind every non-profit organization is a vision for a better world. This vision informs the reason that an organization exists. Reason encompasses your organization’s vision, mission, values, and identity. Think of reason as your organization’s “life purpose.” It’s a bold manifesto that establishes the foundation for everything from your initiatives and campaigns down to messaging and content. Reason is a major part of the overarching narrative for your organization. Over time, that narrative becomes your legacy.
Defining your reason includes clarifying the causes you support or the issues the organization is working to address. It includes why your organization believes those issues are important and how your organization will go about creating change. Non-profit messaging built on a firm reason gives it integrity and reflects your organization’s values to the community. Having a reason gives something for potential supporters to get behind.
Defining your reason includes clarifying the causes you support or the issues the organization is working to address. It includes why your organization believes those issues are important and how your organization will go about creating change. Non-profit messaging built on a firm reason gives it integrity and reflects your organization’s values to the community. Having a reason gives something for potential supporters to get behind.
Impact
Impact is when your reason comes to fruition. Your organization’s impact is what can differentiate it from similar or competing non-profits. You can determine your organization’s impact through both quantitative metrics and qualitative feedback from those who benefit from your initiatives. Remember that impact can also include the sense of community and meaning that your organization facilitates amongst supporters and volunteers.
When supporters can see the impact your organization has, it makes them excited to be a part of what you’re doing. That’s why it’s so important to own and highlight your organization’s successes in your messaging. Don’t shy away from using confident, authoritative language when you talk about your impact. Doing so shows people that the organization isn’t just committed to making a difference, it’s actively working towards real change.
When supporters can see the impact your organization has, it makes them excited to be a part of what you’re doing. That’s why it’s so important to own and highlight your organization’s successes in your messaging. Don’t shy away from using confident, authoritative language when you talk about your impact. Doing so shows people that the organization isn’t just committed to making a difference, it’s actively working towards real change.
Strategy
Non-profit messaging and communications should lead to outcomes for your organization. You need to understand exactly who you’re communicating to and have a clearly defined goal—such as attracting volunteers for an event or bringing in new long-term patrons. It’s also important to define the purpose of specific content or communication materials. There are four main purposes of content: to inform, to inspire or motivate, to entertain, and to persuade. Determining the who, what, and why of your messaging and content is strategy.
Strategy clearly links your organization’s overarching mission and vision to your current goal and your target audience. Without strategy, you could be creating wonderful content that talks about your organization’s reason and impact, but it may not resonate with your audience or lead to tangible results. Developing a strong strategy requires:
Strategy clearly links your organization’s overarching mission and vision to your current goal and your target audience. Without strategy, you could be creating wonderful content that talks about your organization’s reason and impact, but it may not resonate with your audience or lead to tangible results. Developing a strong strategy requires:
- Conducting audience analysis so you can tailor your message to the who.
- Understanding the purpose behind different types of messaging and content to execute on the what.
- Setting specific goals for your campaigns and communications to define the why.
Emotion
Emotions are a powerful motivator, especially when it comes to getting people involved in causes that really matter. Through participating in non-profit initiatives, any individual can make a lasting impact on their community and work towards changing the world for the better. You can capture feelings of optimism, hope, camaraderie, and pride that inspire people to support your initiatives by using values-based messaging.
Values-based messaging communicates your organization’s mission and vision in a way that creates strong emotional connections with potential supporters. This type of non-profit messaging demonstrates that your organization’s values are aligned with those of your audience. Strong, clear calls-to-action round out values-based messaging and appeal to your audience’s emotions. Let your audience know how they can act on their values through participating in your organization.
Values-based messaging communicates your organization’s mission and vision in a way that creates strong emotional connections with potential supporters. This type of non-profit messaging demonstrates that your organization’s values are aligned with those of your audience. Strong, clear calls-to-action round out values-based messaging and appeal to your audience’s emotions. Let your audience know how they can act on their values through participating in your organization.
Start developing messaging and communications with the R.I.S.E. Storytelling Framework
The Perch team uses the R.I.S.E. framework to develop non-profit messaging that can be used for communications and content across non-profit organizations. It's our proven method for creating messaging and communications materials that attract, engage, and inspire supporters to get involved with your organization.
Get done-for-you messaging development for your next media campaign or donor engagement initiative. Book a consultation.
Get done-for-you messaging development for your next media campaign or donor engagement initiative. Book a consultation.
