When it comes to promoting your nonprofit organization, brochures are a classic and effective tool. They can help you communicate your mission, goals and impact to potential donors, volunteers and supporters. 

But what should you include in a brochure to make it effective? In this blog post, we will discuss some key elements that nonprofits should consider including in their print materials

By following these tips, you can create a brochure that effectively communicates your organization’s purpose, programs and impact while also inspiring readers to take action in support of your mission.

Mission Statement

The mission statement is a vital element of your nonprofit brochure because it communicates the fundamental purpose and goals of your organization. It should be prominently featured on the front page of the brochure, so it’s the first thing that readers see.

Including your mission statement in your brochure can help establish your organization’s credibility and legitimacy. It shows that you are a serious organization with a clear purpose and that you take your work and goals seriously.

Even more, a well-crafted mission statement can inspire people to take action and get involved in your cause. By including your mission statement in your brochure, you can inspire readers to learn more about your organization, support your work or become volunteers or donors.

Programs and Services

This section is where you can showcase the specific initiatives and activities your organization is involved in. It should provide an overview of your organization’s programs and services, and explain how they align with your mission statement.

When describing your programs and services, it’s important to be clear and concise. Use language that is easily understandable to your target audience and provide concrete examples of how they make a difference in people’s lives. 

Consider using pictures, charts or graphs to illustrate the impact of your work. This can help readers better understand the impact of your programs and services and make it easier for them to connect with your mission.

Impact and Outcomes

This is where you can demonstrate the effectiveness of your programs and services by sharing success stories, statistics and specific outcomes.

When discussing the impact of your work, it is important to highlight the tangible benefits that your programs and services provide to the people you serve. Share specific examples of individuals or communities that have been positively impacted by your organization’s work, and be sure to include testimonials or quotes from those you have helped.

In addition to success stories, it is important to include data and statistics that demonstrate the effectiveness of your programs and services. For example, $50 may provide 100 meals to the homeless. Other information could include:

  • The number of people served.
  • The types of services provided.
  • The outcomes achieved. 

>>> Related Resource: 4 Ways to Elevate Your Fundraising Appeals

Expense Ratios

If your nonprofit has positive expense ratios, this would be a great place to share them. There are two types of expense ratios: program and administrative.

The program expense ratio measures the percentage of expenses that a nonprofit organization is spending on its core mission. For some perspective, Charity Navigator generally gives the highest rankings to organizations whose ratio of program expenses is 85% or higher of their total expenses. 

The administrative expense ratio measures the percentage of an organization’s expenses that are being allocated to administrative costs. There is a myth that organizations shouldn’t spend money on administrative expenses. However, in order to stay competitive and keep up with technology and infrastructure, organizations need to spend money on overhead. Charity Navigator generally gives its highest rankings to organizations that spend less than 15% of expenses on overhead. 

Call to Action

It’s important to include a clear and compelling request for action, such as donating or volunteering. When crafting your call-to-action, clearly communicate the action you want readers to take.

For example, if you are asking for donations, provide a link or QR code for how to make a donation online or by mail. If you are asking for volunteers, provide information on how to get involved and who to contact for more information.

Explain to readers why taking action is important and how it will make a difference in the lives of those you serve. Also, make sure your CTA stands out visually by using design elements such as bold text, color or graphics.

Design and Branding

The design and branding of your brochure should be consistent with your organization’s overall look and feel.

Start by selecting colors, fonts and images that are aligned with your mission and values. For example, if your organization works with children, you may want to use bright and playful colors and fonts that are easy to read. If your organization focuses on environmental issues, you may want to use earthy tones and natural imagery. It is important that the design elements you choose help to convey the overall message and purpose of your organization.

When designing your brochure, it is also important to make it visually appealing and easy to read. 

  • Use high-quality images and graphics that help to illustrate your message and make sure that the text is easy to read and well-organized. 
  • Use headings and subheadings to break up large blocks of text and consider using bullet points or numbered lists to highlight key points.
  • Include contact information such as your organization’s phone number or email address, to make it easy for readers to get in touch.

Get My Brochures Printed

By including these key elements in a brochure, nonprofits can effectively communicate their mission, goals, and impact to potential donors, volunteers and supporters. Once you have your brochure finalized, get in touch with Associates International for help fulfilling all your printing needs.

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