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20NTC Session

Crafting Your Organization’s Vision, Mission, and Messaging


Creating simple, memorable ways to speak and write consistently about your nonprofit organization’s work can be transformational. Clearly defined and consistently implemented mission and vision statements and messaging platforms are key to ensuring that all points of contact with your organization reinforce the right messages.

In this workshop, Farra Trompeter, Vice President of Big Duck, Chandra M. Hayslett, Communications Director of the Center for Constitutional Rights, Bridget Jackson, Sr. Public Affairs and Communications Advisor of NeighborWorks America, and Yvette Scorse, Communications Director of Byte Back, will review how these messaging elements can be created to more effectively engage your audiences—from local residents to activists to donors.

They’ll also discuss the relationship between brand strategy (positioning and personality) and messaging, provide examples of how other organizations use these tools (i.e. setting your board and staff up to be brand ambassadors), and explore when/how you might evolve your messaging and who you should include when you do it.

Learning Outcomes

  • Evaluate and understand the difference between mission and vision statements
  • Gain the tools to draft or update their key messages, boilerplate, and elevator pitch
  • Discover the value of having simple, memorable ways to speak and write consistently about their organization

Target Audience

Marketing and communications staff as well as CEOs/board members who are often involved in crafting mission/vision statements


BrandingCase StudyStorytelling


Farra Trompeter

Chief Growth Officer

Big Duck

Farra Trompeter is the Chief Growth Officer at Big Duck, a firm that develops the voices of determined nonprofits by developing strong brands, campaigns, and teams. Farra has 25 years of experience in fundraising and communications for nonprofit organizations. Farra’s expertise focuses on helping nonprofits manage rebranding processes and develop compelling fundraising campaigns. She also loves building people’s skills and knowledge through coaching, workshops, webinars, and classes.

Farra serves as Past Chair of NTEN’s board and is a part-time faculty member at New York University Wagner Graduate School of Public Service, where she teaches a class about strategic communications for nonprofits. She holds an M.S. degree in nonprofit management from The New School. Farra tweets about nonprofit communications and fundraising at @Farra.

Yvette Scorse

Communications Director

Byte Back

Yvette Scorse is the Communications Director of Byte Back, a dynamic Washington, DC based nonprofit providing a pathway of inclusive tech training that leads to living-wage careers. With the help of Yvette’s branding, thought leadership, and media strategy, Byte Back has transformed from a community organization into a nationally recognized digital inclusion innovator.

Before joining the Byte Back team in early 2015, Yvette managed social media and online communities for a capacity-building LGBTQ youth organization. She also did some freelance journalism while teaching English for five years in Madrid, Spain. Yvette earned her bachelor’s in journalism and Spanish, summa cum laude, from the University of Arkansas. An active advocate for digital and IRL equity, Yvette volunteers as the co-chair of the Advisory Council of the Rainbow Youth Alliance. She served on the Digital Inclusion Week 2019 National Planning Committee and is on the National Digital Inclusion Alliance’s 2020 Net Inclusion Planning Committee. In fall 2019, she delivered a session on nonprofit branding at the Citi Foundation’s Community Progress Makers convening in New York and participated in a panel with nonprofit tech leaders at the Washington, DC Mayor’s Office of the Chief Technology Officer.

Chandra Hayslett

Communications Director

Center for Constitutional Rights

Chandra M. Hayslett is the Communications Director at the Center for Constitutional Rights. She is responsible for leading the overall development of communications strategy and guiding the department’s coordination with the Legal and Advocacy Departments and case-specific communications plans.

Prior to coming to the Center for Constitutional Rights, she was a Managing Supervisor at G&S Business Communications, where she provided strategic counsel and developed branding and integrated marketing communications campaigns to grow businesses and position executives as industry thought leaders. Prior to G&S, Chandra was Director of Communications for StudentsFirstNY, where she used traditional and social media tactics to change the conversation around education reform issues. Chandra also served as Director of Communications and Marketing for First Baptist Church of Lincoln Gardens/Central Jersey Community Development Corp., a 7,000-member multi-cultural church and leader in the faith-based community-development movement focused on financial wellness, housing, and employment and economic development. Before transitioning into public relations, Chandra spent 11 years as newspaper reporter covering K-12 education, court cases, and politics.

Chandra has a Bachelor of Arts in African-American Studies from the University of Tennessee (Knoxville). Honors include a Pulitzer Prize staff award for breaking news at The Star-Ledger; Society of Professional Journalists’ Deadline Reporting Award; Gannett Newspapers’ Project Enterprise Well Done Citation; The Home News Tribune’s Rising Star Reporter’s Honor; Responsible Journalism Award from the New Jersey Press Association; Best New Diversity Initiative by the PR Council and PRWeek; and a 2019 finalist in non-profit branding competition by PR News.

Bridget Jackson

Sr. Public Affairs and Communications Advisor

NeighborWorks America

Bridget Jackson brings more than 20 years of nonprofit, corporate and agency public relations and marketing experience to her role at NeighborWorks America. Since its establishment by Congress in 1978, NeighborWorks America creates opportunities for people to live in affordable homes, improve their lives and strengthen their communities.

Bridget currently assists more than 70 housing nonprofits that are part of her organization’s Western region membership affiliation with maximizing their branding, storytelling and marketing capabilities.

She holds a B.A. degree in Communications/Public Relations from California State University, Dominguez Hills. She also proudly serves NTEN’s board as its newly-elected Vice Chair.





March 25, 2020


10:30am – 11:45am



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