Nonprofit Style Guides—Does Your Organization Need One?

Not sure if you need a nonprofit style guide? You’ve come to the right place.

Because organizations usually have limited marketing budgets, style guides fall by the wayside. Plus, style guides are often thought of as for-profit assets, not nonprofit ones.

Given that, many charities often aren’t sure what a style guide is, if they need one, or what they should include in theirs.

In this blog post, we’ll unpack everything you need to know about your style guide.

What is a style guide?

In essence, a style guide is a document that contains a set of standards for your organization’s branding. This guide ensures that all content produced by the organization is consistent. Specifically, consistent in tone, voice, and style all of which accurately convey your mission and values.

While for-profit companies usually use style guides for website content, product descriptions, and more, nonprofits often use style guides for social media content, newsletter, content, logos, and other marketing materials. Plus, when nonprofits create huge marketing assets like an annual report, this brand consistency is crucial.

Want to see a stellar style guide in action? Check out the brand consistency in this annual report.

Do nonprofits need style guides?

Every style guide is different, depending on the organization and its goals. But, most style guides cover basic editorial and visual standards. This brand consistency allows your nonprofit to both look and feel professional. As opposed to organizations that have inconsistent messaging.

Brand consistency drives donor retention, and trust, and helps your organization stand out from others. It lets supporters know that you’re a professional organization worth investing in.

What is in a nonprofit style guide?

Though editorial and visual standards vary from organization to organization, most nonprofits include the following elements in their style guides:

• A statement about voice, tone, and style
• A blurb about the target audience, and why
• Specific typography and colors
• How each of these elements ties back to the overall mission and goals

Each of these elements—and a deep understanding of how they contribute to your brand—fosters a deep connection to your nonprofit, and helps you engage in effective storytelling. A deep connection, of course, means more donations.

For more examples of nonprofit style guides in action, check out these killer annual report examples:

• Unbongo
• WWF
• Food & Friends
• Colorectal Cancer Alliance