Your hook shouldn't make people go "huh?"

Nonprofit leader, clarity creates connection.

Confusion creates distance.

So while you want to be attention-grabbing in your nonprofit's messaging and communications, you're going to miss the mark if you end up confusing your people.

When considering your content, you want people to think:
✅ Really?!
✅ I had no idea!
✅ That bothers me too!
✅ I totally agree!
✅ Tell me more!

If your hook makes people think "what does that mean?" you've already lost them.

We have too much vying for our attention to spend time taking extra steps to figure that out.

So instead of being vague to increase intrigue, here are things to consider for your organization's next hook

✅ A shocking stat
✅ A piece of dialogue (starting in the middle of a story helps!)
✅ A compelling question
✅ A new stance
✅ A strong take

You can be both clear and intriguing—build that connection and bring them closer to your mission.

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After a decade as an in-house nonprofit marketer, Jordana Merkin founded Voice for Good to bring her insider knowledge and outsider perspective to help growing nonprofits like yours clarify their messaging to raise awareness and funds for their missions.

Her work with nonprofits includes messaging guides, communication strategy, and copywriting. (Learn more here!)

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