In a crowded nonprofit sector, where countless organizations compete for the same donors, resources, and community support, standing out is critical. Positioning is how nonprofits can communicate their value and impact in a way that resonates deeply with donors, volunteers, and the broader community

1. What is Positioning for Nonprofits?

Positioning for nonprofits is about defining and communicating your organization’s unique value in a way that inspires and connects with others. It’s not just about saying, “We’re here, and we’re working hard”; it’s about showing the specific impact and tangible results of your efforts.

Positioning is often misunderstood as a way to “prove” your worth, which can lead nonprofits to overemphasize the struggles and sacrifices involved in their work. But effective positioning avoids this pitfall and focuses instead on outcomes, using storytelling and proof points that illustrate the real change your organization brings to the community.

Key Distinction: When nonprofits focus on proving, they highlight limitations, struggles, or hardships. Positioning, on the other hand, is about emphasizing the outcomes and value you create. It reframes the narrative to celebrate the positive changes your work achieves, which is ultimately what donors, volunteers, and supporters want to hear.

Why is Positioning Crucial for Nonprofits?

• Positioning isn’t just a branding exercise; it’s a powerful strategy for building support. Here’s why it matters:
• Secure Donations: Donors today are driven by a desire to see real, positive outcomes from their contributions. By positioning yourself effectively, you communicate a clear value, helping donors see that their support translates into measurable impact.
• Gain Community Support: Strong positioning can galvanize local support. Communities rally around organizations they perceive as effective and impactful, and positioning helps convey why your work is essential to the community.
• Differentiate in a Crowded Sector: With countless organizations vying for attention, effective positioning sets your organization apart. By defining what makes your work unique, you give donors and supporters a reason to choose your organization over others.

3. How Can Nonprofits Position Themselves to Secure Support?

Here are some practical ways nonprofits can shape their positioning to attract and retain donors, volunteers, and community allies.

1. Focus on Value Creation, Not Just Effort (Primary Core Message)

Instead of detailing the effort involved in your work, highlight the outcomes your organization achieves. For example, rather than saying, “We work tirelessly to provide resources for underserved youth,” try, “This year, we provided safe spaces for over 300 youth, giving them stability and hope.” This simple shift in messaging reframes your organization as an agent of change, which resonates far more with donors and supporters than a focus on sacrifice alone.

2. Demonstrate Endorsements & Credibility (Secondary Core Message)

Endorsements and partnerships reinforce your organization’s value. Here’s how to build credibility through these relationships:

• Community Partnerships: Highlight your partnerships with reputable local organizations. This adds credibility, showing that other respected entities recognize and support your work.
• Media Features & Grants: If your nonprofit has been featured in local or national media, or if you’ve received grants, mention these endorsements. They signal trust and legitimacy, helping donors and community members feel more confident in your organization.

3. Use Stories & Testimonials as Proof of Value

Real-life stories make your work come alive and show the tangible impact of your efforts:

Volunteer & Donor Testimonials: Include testimonials not only from those you’ve helped but also from volunteers and donors. Their perspective adds depth, showing others why supporting your n

Client Stories: Share stories about those you’ve helped—illustrate the transformation by explaining the problem, your intervention, and the outcome. These stories serve as testimonials, providing powerful social proof.

• Volunteer & Donor Testimonials: Include testimonials not only from those you’ve helped but also from volunteers and donors. Their perspective adds depth, showing others why supporting your nonprofit is fulfilling and impactful.

4. Create Content That Educates and Engages

Creating informative, educational content can reinforce your organization’s expertise and commitment to the cause:

• Impact Reports: Regularly share reports on your achievements and impact. This communicates both transparency and accountability, essential elements for building trust with supporters.
• Educational Posts: Write posts that explain the issues your organization addresses, as well as the challenges your community faces. By educating others, you build credibility and showcase your organization’s expertise on the subject matter​​​.

4. Practical Steps for Nonprofits to Improve Positioning

To make your positioning efforts more effective, here are some practical steps:

• Audit Your Current Messaging: Examine your website, social media posts, and marketing materials to identify whether you’re focusing more on effort than on value. Shift your messaging to center around impact and outcomes.
  
• Define Your Core Message: Clarify your core message that encapsulates your nonprofit’s unique value and mission. Support this with secondary messages that share your values, vision, and commitment to your cause.
  
• Segment & Deliver the Core Message Consistently: Break down your core message into smaller, digestible parts and deliver these across various channels. Consistent messaging across email newsletters, social media, and events helps ensure your story stays top of mind.
  
• Use Every Opportunity to Reinforce Value: Whether sharing stories, asking for donations, or inviting volunteers, always link back to the value your nonprofit brings. For instance, instead of saying, “We need your support,” try, “Your support means more youth gaining access to safe spaces, meals, and educational resources.”​​

Conclusion

For nonprofits, positioning is about much more than gaining visibility; it’s about sharing the true story of your impact. By focusing on results, leveraging endorsements, and using testimonials, nonprofits can communicate a clear and compelling vision that resonates with donors and supporters. This approach not only helps secure donations but also builds a community of committed supporters who are motivated by the meaningful change their involvement brings to the world.

Ready to take the next step? Join the waitlist to get your free worksheet + toolkit to uncover your core message and plan purpose-driven content that resonates with your audience and amplifies your impact.