The Power of Value Propositions
From Micholyn Fajen, Heart of Des Moines member and head of Fajen Consulting
Consultants in the nonprofit world often get stuck describing what they do — program planning, evaluation, fundraising. But in a crowded marketplace where nonprofits’ resources and time are stretched, what they really hire you for is the difference you make.
In marketing, we consider that your value proposition. As a short, authentic statement, your value proposition should define Who you serve, What challenge you help them solve, How you do it differently, and Why it matters to them.
When I coach consultants (and nonprofits seeking consultants), I emphasize this: your value isn’t defined by your checklist of services, but rather by the impact your approach or perspective has on their business or mission.
What Makes a Strong Value Proposition?
I like to break it into three parts:
Benefit (emotional + tangible)
What transformation do clients experience? More connected staff, stronger proposals, more sustainable funding, a deeper community reputation?Differentiator
What makes you unique? Your lens? Your approach to trust-building? Your local/regional experience?Proof / stories / testimonials
Concrete examples that show the difference you made (quantified if possible).
If someone asked your client to describe you in just one word, what word would you want them to choose? That’s your emotional anchor. Let that guide your messaging.
From Service to Difference
Imagine you list “strategic planning, feasibility studies, fundraising coaching.” That’s a service inventory. Now overlay the difference: “helping organizations realize what’s possible, secure commitments, grow trust, and strengthen sustainability.” That’s your value proposition.
To make it visceral, I help clients to brainstorm:
Outcomes people will feel (confidence, clarity, security)
Outcomes they’ll see (increased revenue, new partnerships, improved reputation)
Stories in which you’ve turned ambiguous challenges into clearer paths
Use those narratives and words in your website, proposals, social media, and even your introductions with prospective clients.
Practical Next Steps
Write or revisit your value proposition using the benefit + differentiator + proof framework.
Collect and polish stories/testimonials from past clients — especially ones in the nonprofit space.
Use client-friendly language (avoid jargon) to describe what you do through the lens of value.
On your website and blog, emphasize impact, not just services.
Map out your calendar of content, networking, referrals — make marketing nonnegotiable.
If your nonprofit or consulting practice in Des Moines or Central Iowa wants to clarify and elevate how you communicate your value—beyond price or proving your worth—or if you’re evaluating consultants and looking for someone who truly “gets it,” I can help.
Together, we’ll rethink your narrative, sharpen your messaging, and position your impact so you’re seen as a trusted partner, not just a vendor.
