So much of good nonprofit communications comes down to learning how to tell some good stories about the What, Why, and How of your work. But every good story also has a "Who" at its center. This is the classic protagonist -- the person who is up against formidable challenges and, after great struggle, overcomes and wins the day.
The problem is that nonprofits often want to make themselves the center of the story -- and that's usually the wrong approach.
It's easy to understand why this happens. Nonprofits themselves are typically understaffed and underfunded (sounds like formidable challenges to me) and often perform Herculean tasks to make the world a better place, overcoming everything from well-funded adversaries to a local media more interested in crime and celebrity. Running a nonprofit is a struggle, but it's not the one your supporters want to hear about.
What they do want to hear about are the stories of the people who are supporting and benefiting from your organization's work.We want to hear stories about your clients, your donors, your volunteers, your members, your advocates, and other supporters of your work. What challenges are they struggling with and overcoming?
So where then does your nonprofit come in? Your nonprofit is likely helping the protagonist overcome the challenges, so you'll appear in the second half of the story.
Focus on the people you are helping and the recognition you want will follow.