Choosing a messaging consultant can be tricky, because a lot of branding firms say they offer messaging. Here are a few things we’d look for before signing anything.
They understand nonprofit work
Writing for a nonprofit is different from writing for a product. Your reader might be a major donor one day and a board member with hard questions the next. It helps to work with someone who has been in those conversations.
They start with strategy
If the first conversation is about logos and colors, it’s worth slowing down. The words usually come first, and the look follows.
They build it with your team
Messaging tends to stick when the people who use it every day help shape it. When a consultant goes away and comes back with a finished document, a team can have a hard time believing in it.
They’ll tell you what they see
Part of what you’re paying for is an outside perspective. A good consultant will tell you when a message isn’t connecting with people and then work with you to fix it.
One question to ask in a first call: “How would you involve our staff and board in this work?” The answer will tell you a lot about how the process will feel.
Good messaging work changes how your whole team talks about what you do. We’d hire for that before a new website or slide deck.
