Nonprofits often have a noble cause but struggle to effectively communicate their message to attract consistent support without a clean basic online funnel. The StoryBrand framework found in Donald Miller's book, Marketing Made Simple, offers a blueprint to this challenge by helping organizations clarify their message and build a compelling online marketing funnel.

However, many nonprofits make mistakes in the process, because they don't fully understand why and how each component is intended to work.

Here are 3 of the most common mistakes nonprofits make when using the StoryBrand framework and how to avoid them.

Mistake #1: Misapplying the StoryBrand framework

The StoryBrand framework is a powerful tool for clarifying a brand message and creating a compelling story. However, many nonprofits don't fully understand the framework and its components, which can lead to a lackluster brand script.

A brand script is the foundation of the StoryBrand framework and includes seven essential parts:

1. A character (the customer)

2. Has a problem

3. Meets a guide (the organization)

4. Who gives them a plan

5. And calls them to action

6. That helps them avoid failure

7. And ends in success

By fully understanding these seven parts, nonprofits can create a brand script that resonates with their target audience and effectively communicates their message.

Mistake #2: Not focusing on the customer's problem

One of the most critical parts of the StoryBrand framework is focusing on the customer's problem. Many nonprofits make the mistake of focusing too much on themselves and their services, rather than the problem their customers are trying to solve. The customer should be at the center of the story, and their problem should be the driving force behind the brand message. By focusing on the customer's problem, nonprofits can create a compelling story that resonates with their target audience and inspires them to take action.

Mistake #3: Not creating a clear and concise one-liner

A one-liner is a concise statement that summarizes the brand message and should be included on the homepage of the website. Many nonprofits make the mistake of creating a one-liner that is too long, convoluted, or fails to communicate the brand message effectively.

A StoryBrand one-liner should have three essential parts:

1. State the customer's problem

2. Offer a solution to the customer's problem

3. Showcase what success will look like

By creating a clear and concise one-liner, nonprofits can immediately communicate their brand message and capture the attention of their target audience.