unique-value-propositions-for-nonprofits

When writing a nonprofit Unique Value Proposition, think personal value

We all have good intentions when crafting our nonprofit’s Unique Value Proposition, however we often put the focus on us. We get so caught up in defining what our nonprofit is seeking to do (what should be written in our Mission Statement), we forget about communicating why that should matter to our audience.

I came across an enlightening SumoMe article the other day – 26 Value Proposition Examples That Convert Visitors – which illustrated a few points that could be really helpful for nonprofits specifically.

In the end, people are looking to be a part of a nonprofit that fits their needs. This could be their needs as they aim to find help for a loved one or themselves, to do good in the world, or to give back; whatever the reason, it comes back to the user. In this way, your nonprofit’s Unique Value Proposition can’t just be about what you do, but should also include how you help your audience member specifically.

Strong Unique Value Propositions & how your nonprofit can write one.

1. About Us vs. About You

SumoMe found some striking examples to help illustrate this point. Which homepage are you more attracted to when seeking a vacation spot?

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Image source: SumoMe

The latter one focuses on who the company is talking to, not just what their business does. It doesn’t neglect to talk about what service they provide, but it does an excellent job of drawing the reader in as the focus of the service.

*Key point: Review your UVP

Your nonprofit can follow suit by ensuring you answer your audience’s questions and convey your value right off the bat. You can also study this by surveying your audience. Interview previous donors, volunteers and other site users and ask them to tell you what value you communicate. Ask them how long it took them to find it. If these responses aren’t what you want them to be, revisit your site’s language and layout.

2. Placing the User Into an Active Role

Big Brothers Big Sisters of the Twin Cities worked with ArcStone to launch their site fall 2016. A major challenge to most all nonprofits is their multiple audiences. How do you speak to each of them in your UVP? Big Brothers Big Sisters broke down each of their audiences into their own UVP. An audience member can find which purpose they want to serve and see how they can do it. It’s simple, yet it manages to speak to each user and encourage them to act.

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*Key Point: Study each audience member and their specific CTA

It may take some time up, but mapping out each of your audience members and defining how they each are involved with your nonprofit can inform your design. Put yourself in their shoes and then use imagery, wording and CTA’s that would draw them in.

3. Clear & Concise

SumoMe also points out 10 top UVP examples they came across, such as the WordPress homepage below. This is not the time to tell your entire story or explain the nuances of how your organization works. Save that for the About Us page or you blog posts.

WordPress worked with their heading, subheading and call to action to point to exactly what they are offering their audience, quickly. Moreover, they know their audience is made up of both individuals and businesspeople as they address in their subheading. They also include “free” in their heading to emphasize the low risk / commitment – perfect for a busy individual who’s seeking a simple and affordable answer to promote their work.

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Image source: SumoMe

*Key point: Get to the punchline quickly

Include language that immediately points to the heart of your organization. Think about what your audience needs to know and state it in as few words as is appropriate. Once you identify your audience’s concerns, be clear about how you are addressing them. Do they want an easy and safe way to donate? State that in your call to action. Are they concerned about how effective they will be in helping your cause? Give them confidence by stating how much volunteers have helped.

Read the full SumoMe article to walk through exercises that help you craft your nonprofit’s Unique Value Propositon.

Interested in redesigning your site? Learn more about ArcStone’s design work with nonprofits.