The 6 Elements for Creating a Magnetic Positioning Statement for Your Nonprofit
As an internet marketing expert for over 10 years, I believe the majority of nonprofits FAIL to adequately and correctly position their mission to potential donors, supporters, partners, grantors, and recipients—causing their organization to underachieve or outright fail. Nonprofits don’t fully grasp the “why”, the “what” or the “how” of positioning. And they wonder why they’re viewed as second-class compared to their for-profit peers.
The Power of Positioning
Positioning is a key driver for a nonprofit’s success but requires deep thinking and a deeper commitment. With limited expertise and budgets, many nonprofits sadly neglect to formulate a magnetic message to the world. Organizations ignore this at their peril. Understand that the public is skeptical to begin with and will quickly turn away from a murky message—it conveys a lack of professionalism, places you in the indifference category or worse, the untrustworthy category. You must clearly and passionately communicate why and how you make a difference if you have any chance of inspiring people and businesses to your cause.
In short, you need to a magnetizing position.
Good positioning is your flag firmly planted in the ground allowing people to rally around your cause and earning their loyalty. A well-positioned organization receives more engagement and enjoys higher revenues.
Information Age Positioning
With the advent of the internet and the rise of social media, online positioning is crucially important. The human brain is becoming extremely efficient at filtering out marketing messages that bombard us daily, hourly, and minute-by-minute. This is why it is important that your positioning breaks through the noise and magnetizes your audience.
What exactly is Positioning?
The term positioning is often misunderstood. It’s not your messaging, tagline, branding or your vision statement. It is a clearly defines why you exist, the problem(s) you are tackling, how your program(s) are impacting the world and what makes you uniquely qualified over your competitors.
Positioning describes how you are uniquely qualified to be a leader
in something that an identified market segment cares a lot about.