In a world where there are new charities and not-for-profits being created every day, it is vital that your NFP’s story is up to date to keep your current and potential supporters engaged.

Your brand has been created around the original story behind the organisation. Over time, however, the story changes, the people change, the charity landscape changes and it is imperative that you update your website, your branding and your message, in line with these changes.

Why is the story important?

When your charity or NFP first started, it was probably in response to a particular need or a vision of the founder/founders. While that idea is still just as relevant today as it was at the start; the experience of the organisation, the new personalities, the future vision, etc. have all developed over time. What may have begun as one person’s mission to make a difference, is probably now the mission of many individuals with a shared mission and their personal stories for joining the organization.

The NFP has matured, and it is that maturity that needs to be encompassed within the story. Consider this; the organisation started with one person who was passionate about the cause – at first, the fundraising ability and awareness of the organisation were limited purely because of human resources. Over time, however, more and more people with the shared mission and belief, joined in to support and grow the NFP. It is the story of that collective that needs to be shared with the world to ensure the continued growth and interest in the organization.

The story of the collective shows how the charity has not only grown but evolved and the greater strength and passion that comes from a dedicated group of people with varying skills that all come together for one cause. This is the story that will continue to attract new members, supporters and sponsors as they react to the strength and maturity that comes from the growth of the NFP. It is those qualities that will continue to grow your organisation as you move forward so they need to become part of your story and updated as it evolves.