Crafting Messaging Goals That Resonate: Nonprofit Arts Marketing in 2025 (Part 2)

In Part 1, we focused on identifying sales goals and audience goals to guide your 2025 marketing efforts.

Now, let’s take it a step further and explore messaging goals—arguably the heart of any marketing plan. Messaging is what convinces your audience to choose you over football, streaming TV, or a night at the bar.

For your marketing to succeed, you need to articulate:

• What does your audience gain by choosing you?

• What need are you satisfying in their lives?

Crafting Your Messaging Goals

Let’s revisit the annual festival example. You’ve already identified your audiences (donors, attendees, community partners, etc.) and where they spend their time. Now ask:

1. What do you want to convey about your festival?

2. What will your audience gain?

3. What problem or desire are you addressing?

Example Messaging for an Annual Festival

If your audience includes families with children, your messaging might focus on creating fun, educational experiences:

• “Give your family the gift of creativity and connection at our annual festival—where art, imagination, and community come together!”

If your audience is young professionals looking for something unique, your messaging might highlight the exclusive and social aspects:

• “Break out of the ordinary with an unforgettable night of performances, networking, and culture in the heart of the city!”

Why Messaging Goals Matter 

When you can clearly identify and articulate what sets you apart, crafting a compelling message becomes infinitely easier. Remember, your messaging goals are not just about selling tickets—they’re about creating a story that resonates with your audience and makes them feel that your event is worth their time and money.

Final Takeaway for Small Nonprofits 

For nonprofits with limited capacity and big ideas, refining your marketing goals is essential for maximizing impact. When you answer these questions thoroughly, you’ll find that your marketing becomes more strategic, your messaging more effective, and your audience more engaged.

What messaging challenges are you facing for your campaigns? Share your thoughts in the comments, and let’s tackle them together. Follow For de Arts for more tips on marketing for small nonprofit arts organizations!

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Tanesha Ford is a nonprofit marketing professional with nearly 15 years of experience helping arts organizations work smarter, not harder. As the founder of For de Arts, Tanesha specializes in empowering small but mighty arts nonprofits with tools and strategies to drive real impact.