4 guidelines for nonprofit communications

This article originally appeared on PR Daily in September of 2017.

When it comes to communications, normally generous nonprofits can be downright stingy.

Whether because of shoestring budgets, lack of investment or strategic prioritization, charities tend to treat communications as a back-burner issue. Social media, marketing, PR, writing and editing are viewed as luxuries—not essentials.

That’s a shame. Charities should boldly invest in compelling communications that convey their mission and bring their good work to light. Of course, that requires talent, time, patience and strategy.

Regardless of your budget, here are four tips to keep your nonprofit communications on track:

Make donors feel heroic. Nonprofit workers are typically wonderful, generous, compassionate people, but they’re just as susceptible as anyone to the lure of self-promotion and charitable showboating.

In all your communications, make sure your donors—the people who sustain your mission—receive the lion’s share of attention and praise. Police your pictures and prose for egregious displays of “savior of the world syndrome.”