Sharing Your "Best Kept Secret"
This article is part of Finding the Words, a newsletter that delivers practical insights on the day’s issues.
Hi there. Before you read any further, don't worry. I'm not about to spill a secret in this post. However, I will reveal something even better: what to do when your organization believes it is the best kept secret around.
Ah, the best-kept secret. It's a phrase I've repeatedly heard from nonprofit organizations, often as a point of pride and a call for marketing help. If ‘best-kept secret’ is a phrase you’ve used to describe your nonprofit, I’m going to suggest you retire it. Because the term may be limiting your organization from becoming more well-known.
Here’s how I know: over my nearly 20 years as a social impact communications consultant, this phrase has consistently remained the most-commonly heard phrase in new business meetings, in which the conversation goes something like this:
“We know the work we’re doing is having an extraordinary impact. If only more people knew about our work. We are absolutely the best secret in town, but we don’t want to stay a secret!”
Organizations that lean on this phrase typically hold one of the following three limiting beliefs:
Investments in marketing take away from mission advancement.
Financial and human capacity is limited, so we focus on communicating only with those already in “the know.”
Our good work will speak for itself.
As much as I can understand and appreciate these points of view, I can assure you that breaking the “best kept secret” label can be a breakaway solution to building and growing your brand and impact. Growth won’t happen, however, unless you take the actions to communicate your mission more broadly. So, here are my go-to tips to help your organization move away from that phrase:
1. Focus Your Words.
The words you use to define your organization's mission, vision, and value significantly impact getting someone to understand what you're saying and why your work matters. Spend less time talking around an issue or losing the audience in technical speak, and force yourself to get to the heart of what matters in your messaging.
Ask "What’s different about our work, and why should people care?" Real, relatable, and relevant messages are those people hold onto; they’re the kind of messages that tap into people’s heads and hearts simultaneously and reinforce that your work is worth watching.
Once you've gotten clear on your words, ask a handful of people one step removed from your daily work how they would describe your product, service, or issue. You’ll likely find those answers contain some of the most authentic elements of your mission: the words that have been right in front of you but may have gotten buried in complexity somewhere along the way.
2. Focus Your Connections.
Pay attention to how you communicate and the vehicles you use to distribute your messages. Are you communicating with the same close-in group of people who already know about you, or are you taking steps to expand that network, bit by bit and day by day? Try connecting with three new people (potential donors, volunteers, or supporters) per week to expand your base over time. The simple action can result in a more extensive network by year's end. How to do it? Send follow-up emails each Friday to people you’ve met in the prior week. Reach out to an industry peer about exploring partnership opportunities. Re-connect with someone on LinkedIn. You can take these actions without spending a dollar on lead generation efforts. By intentionally building and growing your network, you'll also start to make more brand awareness.
3. And Focus Your Reach.
No organization has ever had transformational growth by keeping their successes to themselves. Ensure that your entire team understands and feels confident communicating the vision and impact of your organization and can help carry it forward: with donors, community members, the media, and potential corporate partners. With a clear and shared set of messages that the entire team can communicate and carry forward, your network will grow more comprehensive, too.
Bottom line: Moving from best-kept secret to the best-known nonprofit is possible. You can move your mission forward by focusing on words, connections, and reach; no secret there.
This post is part of the Finding The Words column, a series published every Wednesday that delivers a dose of communication insights direct to your inbox. If you like what you read, we hope you’ll subscribe to ensure you receive this each week.
