It’s nonprofit annual appeal time, and we commonly hear that concisely demonstrating need and asking for donations without falling into need and stereo-type based communication traps can be challenging for nonprofit fundraisers and communicators. We know this community loves to see practical examples, so today, we’re going to share some strength-based messaging re-writes with you.
Before we dive in, a few reminders:
Strength-based communication is communication that emphasizes the strengths, opportunities and power of an individual, group or community. It represents people positively, in a way that feels true and authentic to them.
- There’s no right or wrong way to do strength-based messaging. The example rewrites we’ve provided below are just one of many ways you could go about reframing these sentences.
- When discussing needs, channel the universal human experience (what we all need to be successful)
- Ask yourself: Would the communities we serve and our partners read this and feel proud of their association with our organization?
Following, we have need and stereo-type based sentences first, and then a sample rewrite following. The goal isn’t to put anyone on the spot with these examples, rather it’s to share another strength-based way a similar message could be communicated. None of the original examples are from clients of Prosper Strategies.
Sample strength-based communication rewrites
Original:
Give $30 to completely change lives by giving food to people so they can have as much energy as everybody else.
This sentence implies donor saviorism, fails to recognize individual agency and adopts the practice of “othering” people experiencing food insecurity.
A strength-based reframe:
A gift of $30 can help more people get the food they need to feel their best.
Original:
We address the needs of children who lack access to high-quality literacy programs during the summer.
This sentence positions a child’s need as something they are lacking, or an individual weakness.
A strength-based reframe:
All children need access to high-quality literacy programs during the summer to continue to build their skills.
Original:
[NONPROFIT] transforms the lives of vulnerable children, families, and communities through trauma-informed, evidence-based programming.
This sentence reflects saviorism and doesn’t use person-first language, a best practice of strength-based communication.
A strength-based reframe:
Children, families, and communities who participate in our programs experience benefits as a result of our trauma-informed, evidence-based approach.
Original:
We provide kids with healthy afterschool snacks because hungry children can’t learn.
This sentence positions needs as weaknesses.
A strength-based reframe:
When children arrive, they can get a healthy afterschool snack to fuel their learning.
Original:
*John was five years old when he first climbed onto the bus that took him to NONPROFIT for children on CITY NAME’S troubled west side.
*Name is fictional.
This sentence uses coded-language, which is considered stereo-type based.
A strength-based reframe:
John was five years old when he first climbed onto the bus that took him to NONPROFIT.
Original:
You might be able to guess the summer slide is a problem that mostly affects children from low-income families.
This sentence adopts the practice of othering.
A strength-based reframe:
Summer learning loss disproportionately impacts children who live in households with low-income.
Original:
Millions of Americans are unable to afford bills, food or a roof over their heads.
This sentence frames needs as weaknesses.
A strength-based reframe, that also attempts to put challenges in the context of systemic inequities:
As a result of rising costs, high unemployment and too many low-wage jobs, millions of Americans face challenges paying bills, getting food or finding an affordable place to live.
I hope these examples help you further your strength-based communication practices. For more, read our recent post on crafting a strength-based annual appeal.
