“No one is useless in this world who lightens the burdens of another.” —Charles Dickens
There are a whole raft of reasons why people start up a non-profit business — sometimes even by accident, if you can believe that.
But by far the most common reason cited is “to meet a need that isn’t being met”. The other is “to leave a legacy”, often in the name of a loved one.
One thing that everyone will tell you is that it’s not easy. You need determination, know-how, a definite market gap (otherwise why not simply work with an existing non-profit or charity?), and a team prepared to do this with you.
And let’s be honest — non-profit marketing alone can feel overwhelming. You’ve got a million plates spinning, and now you’re supposed to become a marketing wizard too?
The good news here is, you already have everything you need: your why.
Connecting Purpose to People
Think about it — why does your organisation exist? What’s the heart of your mission? People don’t just donate or volunteer because they see a need; they do it because they feel something. It’s your job to spark that feeling.
Imagine a supporter stumbling across your website or social media posts. Will they see a bullet point list of what you do, or will they feel inspired by why you do it? Lead with the story that drives your work — the vision that gets you out of bed every morning (even on Mondays).
Do it repeatedly and make sure everyone in the organisation can tell it.
And here’s a quick tip: Forget jargon. Nobody ever felt a deep emotional connection to phrases like “enhancing community cohesion.” Instead, say, “We’re here to build a place where everyone belongs.”
Your why is your superpower. Use it to draw people in and remind them they’re part of something bigger.
Engage to Sustain: Building a Community
Never forget: Support isn’t a one-and-done deal. To keep people connected, you need to build a sense of community.
Think of your supporters — donors, volunteers — like friends at a dinner party. You wouldn’t serve them one course and then disappear into the kitchen, right? You’d check in, keep the conversation going, and maybe share a laugh (or dessert). That’s exactly how you should approach your audience.
Start by creating moments for interaction. Ask for their input — maybe voting on a new project name, sharing their own stories, or posting photos from your latest event. People love to feel like they’re part of the action. Especially when it’s a cause that means something to them.
And don’t forget to celebrate their contributions! A shout out or a simple thank-you can go a long way in encouraging more of the same.
The key to sustaining a community is two-way communication. When you invite people to be part of the journey, they don’t just support your mission — they feel like they belong. And isn’t that what it’s all about?
Your non-profit's mission deserves to be heard — let your community be part of spreading the word.
Make it Personal — With Stories
We’ve already shared why storytelling is key to fundraising: “For social enterprises, community interest companies and charities, storytelling is not just a tool; it's a bridge that connects donors to the heart of your cause.”
Stories create emotional connections, evoking memories, reactions, subliminal feelings and motivations that sometimes are only half understood but can nevertheless drive to action.
One of the most powerful types of stories that many non-profits rarely tell are the “why I do the work” stories. Companies sometimes feel uncomfortable asking staff or volunteers why they do what they do.
But make the effort, make a note of the answers in meetings or after-work get-togethers, and the question can often result in the most inspiring testimonials from the people who are actually carrying the work — and who for sure don’t consider themselves ‘marketers’! (Always ask for permission before using someone else's story!)
The secret lies in keeping it personal. It’s tempting (so tempting!) to showcase all the amazing things your non-profit does with numbers and data, but overwhelming people with stats or jargon won’t leave an impression.
Instead, focus on one powerful, real-life story that shows your mission in action. Think of it as zooming in on the heartbeat of your work.
For example, instead of saying, “We helped 500 families last year,” say, “Meet Sarah, who now has somewhere to bring up her children, thanks to your support.” People connect with faces, not numbers.
And here’s something to bear in mind: Creating a culture of organisational storytelling can help in so many ways. Stories can help to unify organisational culture, and assist in strategic thinking.
And — bonus! — they make your supply of content pretty much endless. There are a very limited number of ways you can say, “We helped 1700 homeless people so far this year.” Tell the individual stories, and you have 1700 potential social media posts, blogs or newsletters in your pipeline, just waiting to be told.
Your mission has the power to change lives. You know that, you’ve invested in it, not just on a monetary level. So share it boldly, connect with hearts, and build a community that stands with you. Start today!