Diversity Is Not a Dirty Word: A 5-Point Checklist to Survive DEI Messaging
As a career communicator, I’ve always felt that political campaigns offer lessons worth studying. The 2024 presidential race? It’s a case study on steroids. It’s both positioning 101 and a masterclass all at once. From a messaging perspective, it’s equally fascinating and unsettling.
The basic tenets of messaging and positioning are straightforward and timeless: replace old ideas with new ones, disrupt strongly held beliefs, conflict can be leveraged for reputation, and the list goes on. Fast forward to today and the masterclass continues. Diversity, equity and inclusion (DEI) has been rebranded into a dirty word, stirring up visceral emotions and polarizing opinions at nearly every turn. It’s a branding coup, executed with razor-sharp precision. Now, nonprofits are scrambling to figure out what to do with their marketing materials and website copy proudly touting their commitment to and belief in diversity.
The truth is “diversity” is not a dirty word, nor should it be treated as irresponsibly as we’ve seen in the last five years — a buzzword that’s seemingly in during racial reckoning and out with the change of political powers. And yet here we are, caught in the crossfire of what boils down to a war of words, but with potentially severe ramifications for nonprofits and the constituents they serve.
Your DEI Messaging Action Plan
Nonprofits have long been at the forefront of advocating for diversity, equity, inclusion and belonging, not as a trend, but as a core part of their missions. Whether it’s advancing social justice, expanding access to education or addressing healthcare disparities, these organizations exist to serve communities that have historically been overlooked and underserved. That foundation is being tested.
If your nonprofit is taking a wait-and-see approach, I strongly recommend reconsidering. This war of words is sure to be a losing battle for organizations that aren’t living out their values to begin with. Inauthenticity never wins.
On the other hand, if your nonprofit believes in the long-term impact of diversity, equity and inclusion, here’s how to lean into your DEI messaging strategy during this critical time.
1. Audit Your Foundation
This isn’t just a marketing exercise, it’s an organizational gut check. Work cross-departmentally and include staff at all levels to take a hard look at policies, values, company culture and brand identity. One of the golden rules in communications is that internal is external and vice versa. Put differently, your external messaging is only as strong as your internal reality, so you must be positive that the two align (Hint: Don’t just assume). If there’s a disconnect, now is the time to address it.
2. Align With the Rules
To be clear, regulatory shifts are real. So your next step is not an easy one: Ensure compliance while staying true to your values. Do this by tapping into your legal counsel, human resources and government relations teams, cross-checking your language and policies with new legal frameworks, while ensuring your positioning remains authentic. Staying true to your mission and serving your community shouldn’t be up for debate. However, remaining flexible enough to evolve how you communicate your mission and values will be important.
3. Show Your Receipts
Diversity, equity and inclusion isn’t just about moral imperatives. Nor do I need to quote the countless studies that show it’s, frankly, good business. Gather your nonprofit’s hard data on how diversity, equity and inclusion have impacted your mission to serve. Whether it’s increasing donor support, meeting mission milestones, or boosting employee engagement, an old-fashioned “Show and Tell” can build trust. Real numbers, not just anecdotes, speak louder than generic statements.
4. Craft Strategic Messaging
With the prior steps completed, roll up your sleeves and craft your nonprofit’s strategic messaging. Your communications should be clear, compelling, and well-grounded in the work you’ve done to this point. Hopefully, they’re able to anchor both internal and external stakeholders, reinforcing your commitment while simultaneously setting you apart. The best messaging unifies audiences under a single, powerful narrative that leaves no doubt about who you are as an organization.
5. Play the Long Game
Messaging and positioning, no matter the topic, require deep collaboration and extreme care, not knee-jerk reactions. Siloed efforts and reactive decisions are a recipe for disaster in this instance especially. Build your strategy with intention, align your teams and commit to consistent, mission-driven communication. This isn’t just about surviving the moment, it’s about reinforcing your role and mission within your respective sector.
The bottom line? Diversity isn’t a dirty word. Nonprofits that thrive — even in turbulent times — are the ones that live their values authentically. This isn’t just about surviving this moment. It’s truly about setting your organization up for long-term success.
Five-Point Checklist
If you’re like me, you thrive by having a handy to-do list. Here’s your nonprofit checklist for navigating DEI messaging and positioning.
- Audit Your Foundations
Partner cross-departmentally to review your mission, policies, values, culture and brand identity.
Ensure alignment between internal culture and external messaging.
- Align With the Rules
Cross-check everything with regulatory changes.
Stay compliant while ensuring your positioning remains authentic.
- Show Your Receipts
Gather hard data on how diversity, equity and inclusion have impacted your mission to serve.
Use real numbers, not just statements. Transparency builds trust.
- Craft Strategic Messaging
Stand out with clear, compelling messaging that anchors internal and external stakeholders.
Unify both audiences with a single, strong narrative for bonus points.
- Play the Long Game
Handle messaging and positioning with deep collaboration and extreme care.
Build with purpose. Siloed efforts and reactive decisions won’t cut it.
The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.
- Categories:
- Diversity, Equity and Inclusion
Andrea Carter is the owner of AC Media and a fractional chief marketing and communications officer. She has more than 20 years of experience leading marketing and communications, including seven years at the helm of two national nonprofits. Andrea specializes in transforming marketing and communications from a tactical function into a strategic powerhouse, helping organizations maximize their impact through effective messaging and positioning.
