Taking back the narrative: proactive nonprofit talking points

This article was written by Laura Dunford, MCN deputy communications director, and originally published in the Fall 2025 issue of Nonprofit News: Nonprofit Volatility. Read the full issue.

Top takeaway: Messaging strategies and talking points that tell the value of our sector’s work before it’s defined by others.

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Trust in nonprofits is being undermined by leaders at all levels of government, threatening the critical work we do in communities across Minnesota. Nonprofits cannot, and will not, stand by and let our good work be mischaracterized and exploited for political gain.

One way to push back is with proactive messaging that takes back our positive nonprofit narrative. We have the stories, the data, the expertise, and the moral clarity to show why a strong nonprofit sector matters.

Messaging strategies

These tactics are intended as a starting point for your messaging and conversations, but there are many ways to dive deeper to illustrate your nonprofit’s impact and integrity:

• Be prepared: You never know when a donor will have questions or a media outlet will call. Prepare talking points so your staff are informed and communicate consistent, mission-focused messaging. Prepared talking points also give you the opportunity to integrate messaging proactively across your communications channels for greater reach and impact. Related resource: Letter to the editor and op-ed best practices.
• Lead with impact and integrity: Always bring it back to your communities and impact—every attack on nonprofits is an attack on the community programs people depend on. Regularly communicate specific, measurable results achieved by your organization. Use data-driven reports, infographics, and success stories that clearly illustrate how your programs are meeting their goals.
• Remain nonpartisan: Nonprofits are seen as neutral, community-serving organizations. While 501(c)(3) organizations have wide latitude to engage in issue-based advocacy and get-out-the-vote activities, partisan endorsements and messaging divide supporters, alienate clients, and erode your credibility. Even in partisan times, we must remain nonpartisan to protect our missions.
• Stay on message: When faced with partisan or false accusations, remember to stay calm and on message. Keep responses fact-based and counter false claims with evidence and clarity. Always pivot back to the positive impact your organization delivers locally, and stay forward-looking by highlighting solutions, unity, and the essential role nonprofits play in your community. Related resource: Nonprofit misconceptions – talking points to combat false narratives.

Evergreen talking points

Push back on harmful narratives vilifying nonprofits and help our sector tell the value of our work before it’s defined by others:

• Nonprofits are America’s invisible backbone: Nonprofits deliver critical services efficiently, driving economic growth, and strengthening communities. Nonprofits impact the lives of every Minnesotan by providing essential community services ranging from birth centers to cemeteries and everything in between.
• Nonprofits provide critical support government does not: Nonprofits provide support where there are gaps, including life sustaining services and care for the most vulnerable. According to MCN’s 2025 Current Conditions Report, 70 percent of nonprofit respondents have seen an increase in demand for services over the past year.
• Nonprofits are local and mostly small: Nonprofits provide critical support to local community needs with proven expertise, relationships, and impact. Nonprofits have continued to do more with less, but that doesn’t mean we aren’t facing hard circumstances, including increased business expenses, and decreased funding from philanthropy, government, and individuals.
• Government grants are not a handout: Government grants to nonprofits are not free funding but rather restricted dollars for contracted services where there are gaps in pursuit of broader shared goals. Government funding of services through nonprofits is some of the best money that it invests because it leverages volunteers, community expertise, philanthropic dollars, and community energy, participation, and customization.
• Nonprofits are nonpartisan: Nonprofits are nonpartisan and exist to serve and improve communities regardless of political views or affiliation. Nonprofits that have demonstrated expertise in their field of work are being broadly and baselessly attacked for carrying out our missions, expressing our values, and supporting our communities.
• Nonprofits fuel Minnesota’s economy: Across the state, nonprofits boost the economy, helping with affordable child and elder care, job training, and other support that allow Minnesotans to stay in the workforce. In Minnesota, nonprofits employed 382,382 people and paid nearly $28.1 billion in wages in 2024.