Welcome to Part 2 of our five-part series on how Arclight Digital helps nonprofits strengthen their digital presence. In Part 1, we focused on strategy and goal setting. Here, we move to the next essential step: crafting messages that connect emotionally with donors, volunteers, and supporters.
Once a nonprofit has a clear plan and measurable goals, communication becomes the link between intention and action. The way an organization speaks to its audience determines whether people simply notice the message or feel moved to act on it.
When communication reflects what people value, it builds trust and connection. It allows supporters to see their own purpose within the organization’s mission.
Know Who You’re Talking To
Nonprofits often communicate with several groups at once. Each group has its own motivations and preferred ways to engage. A general message aimed at “everyone” rarely connects in a meaningful way.
At Arclight Digital, we help nonprofit clients define and document their primary audiences. This process involves identifying who they are, what drives them, what challenges they face, and how they prefer to receive information. The result is sharper, more intentional communication.
Here is a framework we use with clients to clarify audience segments and desired actions:
| Audience Segment | What They Care About | What You Want Them To Do |
|---|---|---|
| _____________________ | ________________________ | _____________________________ |
| _____________________ | ________________________ | _____________________________ |
| _____________________ | ________________________ | _____________________________ |
For example, an environmental organization might find that volunteers care most about visible, local impact. That knowledge shapes how the organization writes about community cleanups, highlighting personal contribution rather than large-scale statistics. When audiences feel understood, they are far more likely to respond.
Connect Emotionally
People act when they feel something. Data supports decisions, but emotion drives behavior. The most effective nonprofit messaging combines both.
We often guide clients to focus on storytelling that demonstrates impact through one person’s experience. It is the simplest way to translate an abstract cause into a real human story.
A straightforward framework works well:
“Thanks to your support, [Name] was able to [achieve a meaningful outcome + short personal detail or quote].”
Example:
“Thanks to your support, Joanna learned to read her first book this year. She is nine and she has not stopped reading since.”
Try your own version:
“Thanks to your support, [name] was able to [add details].”
Stories like this remind supporters that their involvement changes lives. They also help organizations stay grounded in their purpose by constantly bringing the mission back to people.
Match the Message to Their Stage
Every supporter experiences the organization at a different level of familiarity. Some are hearing about it for the first time, while others have supported it for years. Recognizing these stages helps tailor communication and maintain engagement.
We use a five-stage framework that mirrors a traditional engagement funnel. Each stage calls for a specific tone and type of message.
| Stage | Sample Message | Your Example |
|---|---|---|
| Awareness | “Did you know 1 in 3 families in our area lack access to books?” | ________________________ |
| Interest | “You have seen the need. Here is how your support can help.” | ________________________ |
| Involvement | “Join us today to help get 1,000 books into kids’ hands this fall.” | ________________________ |
| Investment | “Become a monthly donor to help us plan year-round support.” | ________________________ |
| Stewardship | “Thank you for being a loyal supporter. Here is how your gift made a difference.” | ________________________ |
Matching messages to the correct stage prevents donor fatigue and repetition. It also helps the organization keep long-term relationships strong by ensuring that communication evolves along with engagement.
Craft a Clear, Human Message
Once a nonprofit understands its audiences and emotional drivers, the next step is to craft a clear, human-centered message. The language should be simple, specific, and consistent across all channels.
We use a concise formula that brings clarity to an organization’s positioning:
“For [your audience], we are the nonprofit that helps [solve this problem], so they can [desired outcome].”
Example:
“For community-minded parents, we are the nonprofit that brings free books and storytime to local kids, so every child can fall in love with reading.”
Now try your own:
“For ______________, we are the nonprofit that ______________, so they can ______________.”
This statement works as a foundation for website copy, social posts, and printed materials. It defines both purpose and benefit in a single line, giving everyone on the team a shared way to describe what the organization does and why it matters.
Moving Forward
Effective communication is not about more words. It is about precision and empathy. When nonprofits speak directly to what supporters care about, they inspire deeper involvement and long-term loyalty.
If your organization needs help refining its messaging or aligning your website, social media, or email campaigns with audience insights, contact us to start a conversation about your digital marketing needs.
