What Does Your Nonprofit Sound Like?

Nearly 20 years ago, I started my career in college athletics. My job was to be the on-court entertainer during timeouts and half-times at NCAA basketball games. I was constantly developing fun games for fans to play, and I took it so seriously. Hearing the crowd laughing and cheering meant everything to me!

Then one day, a new donor to the athletics department approached me mid-game, with her hands cupping her ears, and yelled in my direction, “Your voice is piercing my ears! It’s terrible!”

I was stunned. Did everyone feel this way? Or was this woman just old and crotchety with no appreciation for good entertainment?

The following morning, I watched footage of my on-court antics, and to my surprise, she was right. It was as if the tone of my voice turned to high-pitched “cheerleader mode” on the mic, instead of my normal speaking voice. That mean old woman was right.

Going forward, it became my mission to sound as much like myself as possible, keeping my energy high and my voice low on the mic. Guess what happened? The compliments started rolling in! Fans were pulling me aside almost nightly to say how great of a job I was doing and how fun the timeouts were!

Changing the tone of my voice made a noticeable difference. So that begs the question in this conversation:

What is the tone of your organization’s voice? What does your nonprofit sound like?

When people read your emails, hear your pitch, or skim your website, what kind of voice are they hearing?

Is it:

Warm and conversational?

Formal and polished?

Stiff and generic?

Your nonprofit has a voice, whether you’ve chosen it or not. And it affects whether prospective donors open your emails, remember your mission, or feel connected enough to give. The problem is: most organizations sound like a grant application. Formal, clear - maybe, and cold.

So here’s the challenge:

What would it sound like if your nonprofit was a person?

Would it sound like… you?

As CEO, you are the face (and the voice) of your nonprofit. So, whether it’s a press release, a thank you letter, an annual appeal or a grant proposal, the content should feel like you’re having a warm conversation with the reader.

Quick Tip:

Do a Voice Audit.

Pick a few things: your About page, your last fundraising email, your social bio. Then read them aloud.

If the voice you hear doesn’t sound like you, start rewriting with the goal of sounding more like yourself. Most of all, forget what your 9th grade English teacher said. You made it this far because of who you are and how you communicate, not because of your perfect grammar and punctuation. Your primary goal is to engage the audience in your mission, so the more personable your communications are, the more effective they will be.

Quote to Lead By:

“At the end of the day, people won't remember what you said or did, they will remember how you made them feel.” - Maya Angelou

That includes your emails, your appeals, your captions, your grants.

One Last Thought:

If your team is struggling to write in a consistent tone, or if you feel like your brand voice is unclear, reply to this email. We help nonprofits clarify what they sound like, so your mission hits home every time.

You’ve got this,
Jenni