Annual Fund Message Matrix

Annual fund messaging can start to feel routine after a few years. You may find yourself repeating the same types of stories, using similar language, and falling into a rut. The best way to break out of this is to build a messaging matrix for each of your audiences. Think about what their main concerns are, and work in messaging that address those concerns. Run this exercise for a few of your important groups, and you’ll start to see some messaging emerge – perhaps some new and inventive ways to describe your programs and impact.  

Always begin with the stakeholder, and take things from their point of view. Start with your main messaging points, written as clearly and succinctly as possible. Then add in the stories, facts, and figures to support each messaging point. When it comes time to focus on the messaging, you can use the matrix to keep your fundraising materials on-point – and on-brand for your organization.