I downloaded the metaphors e-book and was inspired the next day to write a post about our 10-month, multi-layered grants review process that has recently come to an end and culminated with a press release and donor event. I used a home improvement project metaphor to describe the process. Here’s the post that went out to our enewsletter subscribers. Thank you for the inspiration! It was the most fun I’ve had writing in long a while! ~ Kim McCleary, President & CEO of The CFIDS Association of America


25 Metaphors Nonprofits Can Use to Get Their Messages Across - and the Decrepit Dozen to Avoid


A Free E-Book from Nonprofit Marketing Guide

This free e-book will help you make complicated or foreign messages feel simple and familiar to your supporters by showing you how to use metaphors in your messaging.

It includes examples of how nonprofits can use metaphors to

  • Clarify their niche
  • Make the technical feel more touchy
  • Overcome resistance
  • Bring data to life

The e-book includes a simple five-step approach to working with metaphors, including a list of nearly 20 questions you can use to explore a metaphor more fully.

You'll also find 25 metaphors that you can use in your messaging, along with the "Decrepit Dozen" that we recommend you avoid.  For example, we provide an example that shows you how to stop using "building bridges" to talk about making connections by replacing it with parenting and family metaphors. A second example shows you how to replace "helping hands" when talking about providing aid by using travel metaphors instead.

You'll also discover a list of additional resources.