6 Communications Mistakes that Silence Your Story

by Keith Yaskin

Many nonprofits do important work every day. They still struggle to explain that work in a way people remember.  

When I worked as a television reporter, I often visited nonprofits. I interviewed the executive director. I spoke with a board member. I toured the facility. I heard the key messages. But I usually wanted one more interview. 

I wanted to meet a beneficiary. I wanted to talk with someone who moved from point A to point B because of the nonprofit. That person often made the story work. Viewers could see the mission through a real human experience. 

The problem is rarely a lack of good stories. The problem is often how the organization finds, prepares and shares them. Here are some of the most common communications mistakes I see.

1. Waiting Until a Reporter Calls

A reporter may call at 9 a.m. and ask for an interview at 2 p.m. The reporter is not asking about next week. The nonprofit must move fast. 

Many organizations have no client ready to speak. That makes sense. Clients may face sensitive issues. The nonprofit may need permission. Privacy rules may apply. Those concerns are real. You can still prepare. 

Create your bench today. Find three clients who feel comfortable sharing their stories. Explain how an interview works. Get the right permissions. Learn what each person is willing to discuss. Keep their contact information current. 

Do not wait for the media call. Do not wait for the board to request a video. Prepare now. 

People remember people. A program description may inform them. A personal story may move them to act. For one small nonprofit, a fundraising video featuring a client’s story helped make the need real. The organization needed $250,000 for a new facility. One viewer saw the video and gave $50,000.

2. Assuming Everyone Shares the Same Message

Ask five people at one nonprofit to explain its core message. You may get five different answers. 

The executive director may focus on the mission. The program manager may focus on services. The fundraiser may focus on need. A board member may describe another vision. Each answer may be accurate. The public still needs one clear heart of the message. 

Bring your leaders, staff, program team and board members together. Ask one simple question: What do we want people to understand and remember? 

Write the answer in plain language. Try it out. Ask each person to explain it in their own words. The wording does not need to match every time. The meaning should.

3. Sending the Same Message to Everyone

Nonprofits speak to many audiences. Donors, clients, employees, volunteers, board members, reporters and community partners do not need the exact same message. The heart of the message should stay consistent. The way you present it should change. 

A LinkedIn post may feature an executive director or board member. A Facebook or Instagram post may focus on a client. A donor email may explain the need and the result. A reporter may need a timely angle, a strong visual and access to a real person. 

Do not copy one post and paste it everywhere. Think about who will receive the message. Ask what that audience cares about. Then choose the right person, example, image and call to action.

4. Ignoring the Small Stories

People often think their work is boring because they see it every day. That can become a communications problem. 

I once spoke with a hotel owner who insisted he had no interesting story. We found one within five minutes. 

Nonprofits do the same thing. A staff member shares a funny detail. A volunteer tells an emotional story. A donor mentions a surprising reason for giving. Everyone reacts. Then the meeting ends. The story disappears. 

Start saving those moments. Use the notes app on your phone. Create a shared story file. Ask staff members to add anything that makes them laugh, stop, feel proud or say, “I didn’t know that.” 

Also, get to know the people inside your organization. Ask questions. Co-workers often learn surprising things about each other during ordinary conversations. Those details can reveal strong human stories. 

Not every post must directly explain the mission. A simple story can show the people behind the organization. It can make the nonprofit feel human. That matters.

5. Waiting for a Crisis to Make a Plan

A good football coach does not walk onto the field and ask the team what it wants to do that day. The coach has a plan. Nonprofits need the same preparation for a crisis. 

Decide who will speak for the organization. Decide who will contact donors, board members, staff, clients and the public. Decide how you will respond on social media. Decide how quickly leaders must meet. Prepare a process for reviewing facts and approving statements. Do this before anything goes wrong. 

Silence can make a crisis worse. So can a cold statement that sounds like a robot wrote it. People often forgive an honest mistake. They may not forgive an organization that avoids accountability or hides the truth. 

Be clear. Be human. Be transparent. Start preparing today.

6. Watering Down Every Bold Idea

Nonprofit leaders often say they want fresh ideas. Then the meeting begins. 

Someone calls the idea too risky. Someone else says it feels off-brand. Another person wants to make it safer. Three weeks later, the bold idea has become mediocre. 

Taking a risk requires more than talking about being bold. It requires action. 

Use artificial intelligence as a tool. Do not let it replace your own thinking. Other organizations may use the same tools and receive similar ideas. Your people know your mission, your community and your stories. Trust them.  

Things may feel difficult right now. That is not a reason to disappear or play it safe. Find the people who show your impact. Agree on your message. Prepare for hard days. Share the stories only your nonprofit can tell. 

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.