Welcome back to cautionary tales of design horrors, First name / scoobies! Today, we’re heading deep into the graveyard of brand messaging, where a common horror awaits: Burying the Lede 🪦 |
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You’re hard at work on your brand’s messaging, shovel in hand. With every scoop full of dirt you add another explanation, statistic and story as you toss more soil aside. But every heave-ho is heaping on the distractions and jargon—and your clothes are getting muddier by the minute. Before you know it, you’ve dug yourself into a deep hole. |
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Your supporters stand at the edge, peering in, but all they see are distractions. Your mission, the heart of your nonprofit, is buried so far down that no one can find it. And the more you add, the deeper you go, until you realize you’ve buried yourself alive—your brand message completely lost under layers of clutter. Here’s how to stop digging and climb out, First name / friends: - Lead with the most important message: Make your mission crystal clear from the start. Think of your headline like a headstone—one powerful line that tells everyone what your nonprofit is all about. It’s tough to narrow it down to one sentence, but well worth the effort!
- Cut the clutter: Strip away the extra details that distract from what’s truly important, like upcoming events or lengthy newsletters. Keep your messages focused and direct.
- Guide your audience: Make it easy for them to take action, whether that’s joining your cause, signing up, or making a donation. I recommend putting your main button in the top right side of your navigation so website visitors know what action to take next.
- Test for readability: Microsoft Word has a built-in tool that checks Flesch-Kincaid readability scores as part of its spelling and grammar check. To enable: Go to Options > Proofing > Enable "Show readability statistics."
Don’t let your brand’s message get buried under unnecessary details, First name / my friend. Keep it clear, simple, and easy to find so your audience can connect with what really matters. Let’s make sure your messages stay out of the grave! Until next time, stay out of the messaging hole. Grab your lab coats and safety goggles—next week, we’re handling the dreaded scope creep 🦠|
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P.S. Yikes, I know this story got scary real quick! But seriously, First name / friend, burying the lede is one of the easiest traps to fall into. It’s all too tempting to overload your message with details as your nonprofit grows, and unknowingly bury what’s really important. And if you’re feeling cursed by knowledge, tools like Hemingway Editor, Readable, or even the built-in Microsoft Word Readability Tool can help you simplify your writing and check for readability. Keep things clear, simple, and easy to understand—your audience (and your brand) will thank you! P.P.S. If you're looking for inspiration on how to communicate effectively with your donors without using traditional transaction-driven strategies, check out my friend Mallory Erickson's new book, What the Fundraising. It’s packed with insights on connecting with your audience in a way that feel authentic and aligned to your values and mission. I'm just about finished reading it and cannot recommend this resource highly enough for founders and fundraisers. Grab your copy today! |
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