Many not for profit organisations and associations do incredible work but struggle to articulate exactly what that work is. They often assume people already know who they are and what they stand for because they advocate for their members or cause. But when it comes to driving growth and engagement, clarity is everything.
If your audience can’t describe what you do in a few simple words, you risk losing their attention and their support.
At Focused Marketing we often refer to the analogy, “you can’t see the label from inside the jar”. When you live and breathe your organisation’s purpose, it’s easy to lose perspective. An external view helps you communicate your value more effectively and connect with the people who matter most.
Articulating your value
Your members, supporters and partners need to understand what you stand for, what you deliver and why it matters. Whether you represent an industry, a community group or a social cause, your ability to articulate value directly affects engagement and growth.
A strong value proposition answers three key questions:
- Who do you serve?
- How do you make a difference?
- Why should someone join or support you?
The clearer your answers, the easier it is for others to share your story. People can’t spread the word if your purpose is hard to explain.
That’s where professional marketing support can make a real difference. Investing in a brand and messaging workshop, for instance, can uncover your unique strengths and translate them into clear, compelling language.
Case study – ARAMA
When we worked with ARAMA (the Australian Resident Accommodation Managers Association), the first step was clarifying their message. Through a brand workshop, we helped identify a simple, memorable tagline:
Advocacy. Education. Connection.
Those three words now appear across all channels and perfectly summarise what ARAMA delivers for its members and the industry.
Over 14 months, results spoke for themselves:
- LinkedIn followers increased by nearly 20%
- Facebook visits were up 119%
- Newsletter open rates averaged 45–50%, with click-throughs as high as 30% for key campaigns
That clarity of message didn’t just boost engagement, it boosted membership and renewals by positioning ARAMA as a credible, modern organisation that people wanted to join and support.
Strategy before spend
Not for profits rarely have large marketing budgets, so every dollar counts. The good news is that with the right foundations, you can achieve a lot with limited resources.
The key is to invest a little time and money upfront in strategy, messaging and templates that you can then use yourself.
A professional marketing partner can help you build a strategy that outlines clear objectives, target audiences and key messages. From there, you can manage implementation internally using consistent templates and tools.
When we started work with the Bulimba Community Centre, the focus was on redesigning website and creating visual templates for their social media. The goal was to make it easier for them to manage communications internally while maintaining a professional look and feel. The result was stronger local presence, better engagement with the community and an online home that truly reflected their purpose.
Make your website work for you
Your website should be your best advocate and the centrepiece of your marketing activity. For many not for profits, it’s the first place a potential member, donor or partner will go to learn about you.
Ask yourself:
- Is it easy to understand who we are and what we do within 7 seconds?
- Is it simple to join, donate or contact us?
- Do we explain the value of membership or support in plain language?
- Do we have a welcoming process once someone joins?
Simple, user-friendly forms and a well-defined onboarding process can make a huge difference.
We have helped clients set up automated member onbaording journeys that welcome new members, introduce them to benefits and guide them to relevant resources or events. The same goes for renewal journeys, which of course are all about retention and referrals. These automations use email and video to engage new members without adding admin pressure. The result is a low-touch, high-impact system that demonstrates value and keeps people connected.
Consistency builds brand strength
Consistency in language, visuals and tone builds trust. When people see the same look and feel across your newsletters, social posts and website, it reinforces professionalism and reliability.
It also makes your hierarchy of information clearer, which helps audiences find what they need. As we explored in our article Design is Not Just a Pretty Face, good design plays a crucial role in how people process information and perceive credibility.
Professional templates can help you maintain that consistency without relying on constant design input or cost.
Driving engagement drives growth
Engagement and growth go hand in hand. When people feel informed and connected, they’re more likely to stay involved and advocate for your cause.
A recent campaign we ran with SPELD QLD shows the impact of consistent targeted communication. During the campaign period – February and May 2025:
- Facebook views rose by 88.8%
- Content interactions increased by 343%
- Instagram views grew by 167%, with engagement up 256%
- Online contact form submissions rose by 106%
- Assessment form submissions grew by 88%
Those numbers show that when communications are clear, consistent and well targeted, engagement follows – and with it, growth.
Practical steps for success
If you’re looking to grow engagement and membership for your association or not for profit, start with these practical actions:
- Define your purpose and message. Run a brand positioning or messaging workshop.
- Optimise your website. Focus on user experience and clear calls to action.
- Automate communication. Use simple tools to welcome and retain members.
- Be consistent. Create branded templates for newsletters and social posts.
- Measure and refine. Track engagement across your channels and adapt
The value of perspective
Ultimately, the organisations that thrive are those that communicate their value clearly and consistently. Getting an external perspective can be the catalyst you need to find that clarity.
At Focused Marketing, we specialise in helping associations and not for profits articulate their purpose, refine their message and build practical, affordable strategies for growth.
With the right foundations, tools and a little professional support, you’ll see real engagement — and that’s what drives sustainable growth.
