A Positioning Statement Template for Nonprofits
For <Target Problem> who <Problem Statement>, the <Organization Name> is a charitable organization that <Program Statement> that <key benefits> unlike <competitive alternatives> our program <primary differentiation>.
For 663 Million people on the planet who don’t have access to clean drinking water, Charity:Water is a nonprofit that funds water projects around the world that increases education, income and health – especially for women and kids, unlike other charitable organizations, 100% of all public donations goes directly to clean water projects.
A Positioning Canvas for Nonprofits
A better way to capture positioning is to encapsulate those elements together on a “canvas” that you can stick on the wall and refer to often. Structure to capture positioning that looks something like this:
Describes the specific group (who and where) of people your program aims it resources.
Describe the How and What your program does to solve the problem.
If the public doesn’t support you, who do they support in your place?
Describe the problem you are tackling in a clear, succinct statement.
The main benefit that your target market receives from your program.
The one thing that sets you apart from competitive alternatives.