Crafting Clear, Compelling Communications to Strengthen Funder Partnerships

Concise, clear, and compelling communication isn’t just desirable—it’s essential for acquiring and retaining donors. In the crowded nonprofit landscape, organizations that differentiate themselves and clearly articulate their impact build stronger donor relationships.

As part of the Catalyst Now Fundraising Toolkit Masterclass series, Black Fox Global hosted a session on March 5, 2025, titled Develop Your Communications Messaging. Team members Lisa Heinert, Jen Skala Bodio, and Hamsini Ravi shared insights on creating funder-centric messaging and talking points.

Access the session recording here and view the slide deck here.

Core Messaging: Laying the Foundation

At Black Fox Global, we approach messaging with a three-pronged framework that goes beyond the traditional Problem + Solution + Impact model. Our Core Message method helps organizations define:

• Who they are (unique identity)
  
• What they aim to achieve (vision or theory of change)
  
• How they work (approach or model)
  

Each of these Core statements should be 1–3 sentences long, remaining authentic and applicable regardless of the audience. While originally designed for institutional funders, many of our clients have found Core Messaging can be used for a variety of outreach materials, including websites, press kits, and more.

Key Tips for drafting your Core Messages:
✅ Avoid jargon and academic language—your statements should be clear enough for a someone not familiar with your sector to understand.
✅ Develop 3–5 versions of each pillar statement (Who, What, How) before refining.
✅ Gather feedback from 2–3 team members during the editing process, using color coding to highlight resonant phrases and those needing revision.
✅ After three rounds of iteration, finalize a strong, consistent statement for each category: Who/Identity, What/Work, and How/Approach.

Secondary Messaging: Adding Depth and Detail

Once your Core Messaging is in place, it’s time to build Secondary talking points — the details that expand upon Core Messages, adding depth and nuance.

Think of Core Messages as a deep inhale, and Secondary Messages as the exhale that fills the room with color and context.

These talking points serve as building blocks for fundraising communications. Aim for 5–7 talking points per section — though organizations with multiple programs may need more.

Expanding on Your Core Statements with Secondary Messaging

1. Who You Are (Identity)
   
   • Share your founding story and organizational evolution.
     
   • Highlight values that set you apart in the social impact sector.
     
   • Define your role: Are you an orchestrator? A catalyst? Explain what these terms mean in your context.
     
2. What You Aim to Achieve (Vision/Theory of Change)
   
   • Paint a vivid picture of the world if your mission succeeds.
     
   • Use Theory of Change language. A simple formula for writing a Theory of Change (ToC) for non-profits: “By [action/intervention], we [organizational role ] to [desired impact].”
     Example: By providing agricultural training and resources, we empower small-scale farmers to improve food security and achieve economic stability.
     
3. How You Work (Approach)
   
   • Describe your model and methods— the nuts and bolts of how you do your work.
     
   • Summarize each program and connect it to your broader approach.
     
   • Use the “rule of threes” to structure information clearly (e.g., three key strategies or pillars).
     

Additional Essential Secondary Message Sections

4. The Need: Why Your Work Matters
   
   • Combine quantitative data and qualitative insights. If you have your own primary data, use that, otherwise ensure that you cite data and figures from reputable sources.
     
   • Provide citations and links so that they can be updated with time.
     
   • Zoom in: How does the problem manifest? Why does it persist?
     
5. The Opportunity: What Can Be Gained?
   
   • This section will balance the deficit narrative with a hopeful outlook, to show the donor what the community gains from your intervention.
     
   • Share data/evidence of successful interventions (from your region or elsewhere).
     
   • Highlight opportunities your organization is uniquely positioned to leverage, including from your core demographic or even from your organization’s unique approach, such as gender-transformative approach or ultra-poor graduation approach.
     
6. The Impact: Showcasing Results
   
   • Demonstrate your track record with reach, outputs, and outcomes.
     
   • Include stories and testimonials—numbers are powerful, but narratives make them memorable.
     
   • Discuss how you measure impact and outline aspirational goals for the next decade.
     

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Bringing It All Together

Once you’ve crafted Core Messaging and Secondary talking points, you have a ready-to-use messaging toolkit for donor conversations, outreach, and high-stakes meetings. It also helps onboard new hires, ensuring consistency in your organization’s voice.

How to Use Messaging Effectively:

• Core Messaging remains consistent across audiences.
  
• Secondary messaging is flexible—tailor it to different funders/audiences.
  
• Talking points should be evergreen, updating only when your strategy shifts.
  

At Black Fox Global, we use these messaging foundations to develop:
📩 Outreach emails
📜 Grant cover letters
📞 Call scripts
📄 Case-for-support documents
📊 Pitch decks

By basing every donor-facing communication on a clear, compelling, and consistent messaging framework, your nonprofit will stand out and make a lasting impact.

Finally, as the international development landscape evolves, consider how your language resonates today. Is it clear, relevant, and compelling for new funders unfamiliar with your work? By continuously refining your messaging, you ensure that your story remains powerful, persuasive, and aligned with your mission.

Resources:

Core and Secondary Messaging Grid

A sample toolkit (with Client permission)- Casa Gallina

Casa Gallina’s Case for Support with core and secondary messaging highlighted