What is your special sauce?

In the for-profit world, whole teams of marketers spend their days asking one simple question: why should someone choose our product instead of someone else’s?

Differentiation matters just as much in philanthropy as it does in business. Donors are choosing where to invest their time, attention and money and there’s only so much to go around. When organizations like yours can clearly articulate what makes them distinctive, you become a more compelling choice.

Nonprofit differentiation is not about being the only organization doing something. It’s about the way you do it: your role, your approach, your strengths and the particular slice of the problem you are uniquely built to address.

I was reminded of the importance of differentiation recently while reviewing responses from an Insight Panel for one of our clients. One supporter offered this feedback: “Honestly, even after reading a lot of communications from [Insert org name here], it’s hard for me to say what it is that you exactly do. How are you different from these other groups I hear from too?”

Finding the answer usually takes a bit of structured reflection and here are a couple of exercises to consider.

1. “Why Us?”

Gather a small group of staff, board members or volunteers and ask: What makes us unique? Why would someone choose us instead of another organization working on the same issue?
 At first the answers may sound generic—“we care deeply,” “we’re experts.” Keep digging. Push for specifics. Eventually the conversation will reveal concrete differences: a grassroots network others don’t have, a geographic focus that sets you apart or a specific goal that makes you unique.

2. “What Would Be Missing?”

Imagine your organization disappeared tomorrow. Not the cause—just your organization. What would actually be missing from the ecosystem?
 Get specific.

The point is not that your organization must be completely different from every other group working on the same issue. In fact, most nonprofits often work on overlapping pieces of the same problem.

The point is that supporters still need to understand your role within that ecosystem. Why you? What is your special sauce?

When nonprofits communicate that clearly and consistently, supporters can see the distinct contribution your organization makes. And in a crowded landscape of worthy causes, that clarity can make a difference.