Great things rapidly begin to happen in the nonprofit world when you finally break through three of the biggest misconceptions that stop so many from doing what it takes to really engage support they need from the communities they serve.

 1. Image Misconception: “Our community already knows who we are and what we do.”

Reality Check: Some people get it.  Many people sort of get it.  But, really, most people don’t know who you are, what you do, or how any of your work impacts anything they care about.  You must make sure that your nonprofit’s name is your brand and that your name is synonymous with your mission.  That is, when people hear your nonprofit name, the ‘who you are’ must connect with the ‘what you do.’  You want them to respond in the same way that you respond when you hear the name Nike, McDonalds, Ralph Lauren, or LIVESTRONG.  You may not know all there is to know about those companies, but you do have an instant mental picture about what you think that they do…and you probably are right.  Think hard about the mental picture that comes to mind when people hear your nonprofit’s name.

2. Outreach Misconception:  “It’s overwhelming but we must reach everybody with our message.”

Reality Check: You do not have to reach out to everyone in the world. In fact, the ‘everyone approach’ typically means nobody will listen to your message because your approach is making it easier to tune out your message.

Instead of targeting everyone, prioritize and pick your targets.  Gear your messages to them.  Three of your top four targets need to be donors, volunteers, and media. Break that down into a list with bullet points that describe how you are reaching each group individually and collectively. Connect with each group in a way that resonates with each.

 3. Call-to-Action  Misconception:  “We ask for your support.”

Reality Check:  Many nonprofits think they have asked for support when they say, “we need your support.”  If that is your method of asking for community engagement, it’s time to really focus on stepping up your game.  You will get more support if you clearly define the kind of support that your nonprofit needs. Ask for specific help.

Remember that donations change lives. So do gifts of time, talent, passion, and professional expertise. Clarity matters.  Share a wish list of items that are needed and be clear about what is at stake.