For many nonprofit leaders, communication feels like an afterthought, something to address once the real work is done. Yet, in today’s media-saturated world, a clear, emotional, and strategic message is not just a “nice to have.” It is the heartbeat of organizational growth. As Jason Clark, President and CEO of VIA Studio, told Stephen Halasnik in their conversation for The Nonprofit MBA Podcast, “It is really hard to read the label from inside the jar.” That metaphor captures a common problem: many nonprofits are too close to their own mission to communicate it effectively to others. This shift highlights why a strong nonprofit marketing strategy is essential today.

Clark’s Louisville-based digital agency, VIA Studio, has spent over two decades helping nonprofits and mission-driven organizations modernize their branding, websites, and messaging strategies. His insights shed light on a challenge faced by countless small and mid-sized nonprofits: how to evolve from outdated, fact-heavy messaging to emotionally resonant storytelling that inspires real engagement and real donations.

Modernizing Your Nonprofit Marketing Strategy for Emotional Connection

According to Clark, many nonprofits fall into the trap of what he calls “old school messaging,” communications that are too specific, too administrative, and too focused on internal details. “It is easy to start in the details,” he said, “and forget the bigger mission of emotion and why you exist.”

That oversight costs organizations more than they realize. Research from the Neuromarketing Science and Business Association shows that emotional storytelling can increase engagement by up to 70 percent compared to fact-based communication. People do not just want to know what your nonprofit does. They want to feel why it matters. Emotional storytelling is a pillar of any effective nonprofit marketing strategy.

Modern messaging requires nonprofits to reclaim that emotional narrative. It means moving from “We serve 10,000 meals a year” to “Every meal brings dignity and hope to a neighbor.” Data still matters, but as Clark points out, it is the emotion behind the numbers that mobilizes support.

Why Nonprofits Struggle to Invest in Marketing

Nonprofits often shy away from professional marketing help, assuming every dollar must go directly toward programs. “There is a typical lack of resources,” Clark said. “Even larger nonprofits hesitate to work with agencies because they feel their dollars should be allocated to their mission.”

That mindset is short-sighted. A well-executed marketing campaign can multiply funding, not drain it. According to a 2024 Nonprofit Marketing Guide report, organizations that invest consistently in communications see an average 23 percent increase in donor retention year-over-year.

Clark views marketing not as an expense but as a form of infrastructure. “It is an investment,” he emphasized. “And it is usually a necessary investment.” With a clear process and proven case studies, his team helps skeptical boards see that smart branding drives measurable outcomes such as higher event attendance, donor growth, and community engagement.

Building a Brand Strategy: The Foundation of Your Nonprofit Marketing Strategy

One of Clark’s key points was that effective marketing does not start with a logo or website. It starts with brand strategy. “People often come to us for a new website or campaign,” he said. “But we always ask: what is your brand strategy?” A clear nonprofit marketing strategy begins with understanding your audience.

For VIA Studio, brand strategy begins with understanding the audience. Who are your constituents? What unique value do you bring to them? What emotional triggers connect your mission to their personal values?

That discovery process, Clark said, “uncovers the story that becomes the foundation of everything that follows.” Without it, a campaign is just tactics without soul.

Many nonprofits skip this step, but the payoff for doing it right can be transformative. A strong brand strategy aligns internal teams, energizes donors, and gives the organization a consistent voice across every channel, from social media to direct mail.

The Seven-Step Process to Rebranding a Nonprofit

Clark’s team follows a disciplined seven-step methodology for developing and executing brand strategies. The process includes stakeholder interviews, audience research, message mapping, and creative concepting. Yet the most underrated element is inclusivity, bringing every voice to the table.

He shared a telling example from their rebrand of the Actors Theatre of Louisville. “The most important stakeholders were not executives,” he said. “It was the box office staff. They talked to constituents every day and knew the real concerns and perceptions.”

By including staff, board members, and community voices, the process not only improves accuracy but builds internal buy-in. “Boards are often diverse in motivation,” Clark noted. “Bringing them along step by step ensures alignment before the creative work even begins.”

Case Study: How the Parks Alliance of Louisville Transformed Its Image

One of VIA Studio’s most inspiring projects was for what was then called the Louisville Parks Foundation. With just a few staff members, the organization wanted to increase fundraising and attendance for local parks and events.

The rebrand began by changing the name to Louisville Parks Alliance, a subtle but powerful shift. “The word ‘alliance’ made people feel like they were part of something,” Clark said. The new visual identity, bright, bold, and emotionally engaging, moved the brand away from bureaucratic “city government” aesthetics and toward a community-driven, vibrant message.

The result was skyrocketing event attendance and record fundraising numbers. It was a reminder that even small nonprofits can see major results when they align brand identity with emotional connection as part of a clear nonprofit marketing strategy.

You can view the full case study on VIA Studio’s website.

The Post-Campaign Phase: Measuring, Learning, and Adapting

Once the creative work is launched, the real test begins. “Every campaign starts with measurable goals,” Clark explained. “You have to know what success looks like.” Whether it is a 10 percent increase in donations, 15 percent more event attendees, or higher email open rates, tracking results is critical.

Clark recommends quarterly data reviews, especially for small nonprofits. “We will look at their analytics and recommend changes,” he said. “Sometimes it is as simple as rewriting subject lines.”

Studies show that changing an email subject line can improve open rates by up to 35 percent (Campaign Monitor). Small tweaks such as personalized messages or leading with emotion can have an outsized impact.

Avoiding Common Mistakes in Your Nonprofit Marketing Strategy

So, what do nonprofits consistently get wrong? Clark did not hesitate: “They try to communicate everything that is important to them instead of what matters to their audience.”

That misalignment leads to bloated mission statements, jargon-filled appeals, and uninspired calls to action. The solution, Clark says, is to shift perspective. “You have to help people understand why it is important for them to care.” One of the biggest issues in nonprofit marketing strategy is focusing on what the organization wants to say instead of what the audience needs to hear.

He also warned against generic donation asks. “Do not just say, ‘Donate now.’ Tell them what their money does,” he urged. For example, “Fifty dollars teaches digital skills to one student” or “One hundred dollars provides art supplies for a child’s creativity.” Connecting a dollar amount to an outcome increases conversion rates significantly, as noted in a 2023 Classy fundraising report.

Patience, Persistence, and the Long Game of Branding

While digital ads and social campaigns can produce immediate results, true brand awareness takes time. Clark shared his experience working with Louisville Public Media, where long-term consistency paid off. “If you cannot dedicate to a campaign for two years,” his client told him, “you should not buy into it.”

Brand trust builds slowly, through repetition and reinforcement. People may need to see or hear your message a dozen times before it sticks. For nonprofits accustomed to month-to-month fundraising, that patience can be difficult, yet it is essential for sustainable growth.

Conducting a Messaging Audit: Where to Start

If you suspect your organization’s messaging has gone stale, Clark suggests a simple “marketing audit” to reset your communications. Start with three steps:

Interview Stakeholders: Talk to staff, donors, and beneficiaries. Ask how they describe your organization and what emotions they associate with it.

Identify Brand Pillars: Group common themes from those interviews into three or four brand pillars or core values that define your organization.

Connect with Target Audiences: Tailor those pillars to the unique needs of different audiences such as donors, volunteers, or program participants. These steps provide a framework for nonprofit marketing strategy that is consistent and audience centered.

This exercise not only clarifies your message but provides a practical framework for future campaigns. As Clark puts it, “Those brand pillars become your vocabulary. They give you the words and tone you can use over and over again.”

Final Thoughts: Strategy Before Story

Modernizing your nonprofit’s messaging is not about chasing trends or hiring a flashy agency. It is about rediscovering your emotional core and communicating it clearly, consistently, and strategically.

One of my favorite resources on this topic is The Inside Advantage by Robert Bloom, the advertising legend who built the world’s largest ad agency, Publicis. His book, short but powerful, teaches leaders how to uncover what truly differentiates their organization. It is an excellent place to start for any nonprofit ready to transform the way it speaks to the world.

In the end, effective messaging is empathy in action. It is about bridging the gap between what you care about and what your audience values most. When done right, it does not just attract donations. It builds lasting relationships that fuel your mission for years to come. Human connection remains the heart of any nonprofit marketing strategy.

About the Experts

Jason Clark is the President & CEO of VIA Studio, where he leads a team of developers, designers, strategists, and marketers delivering brand strategy, design, development, and marketing services to clients nationwide.

Stephen Halasnik is a Managing Partner at Financing Solutions, which is the largest provider of lines of credit to small nonprofits in 48 states since 2012. Mr. Halasnik has hosted the popular The Nonprofit MBA Podcast since 2018. The podcast brings experts together to discuss fundraising, nonprofit grants, executive director leadership, nonprofit boards, and other essential topics. You can learn more about the nonprofit line of credit program here or call 862-207-4118.