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With 1.5 million nonprofit organizations in the United States, yours has to stand out to your potential supporters. In order to do this, you must have a Unique Value Proposition (UVP). Your UVP describes the exclusive, continuous value your donors will gain by supporting your cause. Specifically, it tells your donors what makes your cause unique and worthy of support and how it benefits the community, including your supporters.
When crafting your UVP, be sure to:
Establish goals. Whether long- or short-term, clearly define your organization’s objectives, its direction and a way to measure the end results, if possible. Take a hard look at your organization as it stands, and build a clear, objective picture of how well positioned you are to achieve your goals. This will allow you to set more realistic, attainable goals.
Analyze your current situation. In this analysis, clearly define your values, mission, structure, and systems. Pinpoint what you do well and what needs work or reevaluation. Identify any social, economic, or political factors that can affect your organization, such as community demographics, legal guidelines, or controversial viewpoints. Understand your organization’s position relative to competing nonprofits.
Speak to your target audience. When crafting this message speak to your target audience. You should focus on a return for investment by developing a detailed cost analysis and illustrating a significant social profit to show your supporters exactly where their investments will go. Throughout your UVP, emphasize sustainable, continued value. Show donors that the benefits or rewards of supporting your cause go beyond their initial contribution.
The process of defining a UVP should help your organization form a better bird’s-eye-view of how well its systems and structures align to accomplish its goals. Once you’ve determined where you want to go and how well-prepared you are to get there, you can shape a powerful message to attract the right supporters.