Brand Positioning for NPOs in South Africa (Template + Examples)
Brand Positioning for NPOs in South Africa (Template + Examples)
Brand Positioning for NPOs in South Africa (Template + Examples)
07 Oct 2025
07 Oct 2025
Table of Contents
Need Assistance?
Get Free Templates & Resources
This guide focuses on the statement itself: what it is, why it’s important, and exactly how to craft one that resonates with both your communities and your funders.
Brand positioning for NPOs in South Africa boils down to one shared sentence that makes instant sense to both beneficiaries and funders: who you serve, the role you play, the change you create, and the proof that backs it. A clear positioning statement cuts through proposal clutter, keeps teams aligned, and helps CSI managers judge fit quickly—especially in our context where POPIA shapes outreach, Section 18A shapes how you speak about tax‑deductible giving, and B‑BBEE SED requires clarity on who benefits. In this guide you’ll learn exactly what a positioning statement is (and isn’t), why it matters for SA nonprofits, and a practical process to craft your own: a copy‑ready template, SA‑flavoured examples, a two‑market message grid, and a 60‑minute workshop you can run with your team.
Quick takeaways
Your statement is one sentence that answers who, role, change, proof.
It must work for two markets (beneficiaries and funders) with flexed proofs.
Use plain category words people actually search.
Back it with a proof stack (outcomes, compliance, partners).
POPIA: consent‑first outreach with easy opt‑out.
Section 18A: mention tax receipts only if you’re approved and issue them correctly.
B‑BBEE SED: show ≥75% Black beneficiaries by value for full recognition.
What is a brand positioning statement?
A brand positioning statement is a short internal‑facing line that clarifies who you serve, what role you play, the change you create, and why people should believe you. Think of it as the backbone of your messaging. It’s not your tagline; it’s the logic under the tagline.
Plain‑English definition: A one‑sentence claim about the change you create for a specific audience, in a specific context, with 2–3 proof points that make it credible.
Because nonprofits exist to create social impact (not market share), your statement must be mission‑true and partnership‑ready. A helpful lens is SSIR’s Nonprofit Brand IDEA: build around mission integrity, co‑create with stakeholders (democracy), and design for partnership (affinity). You’ll see those principles reflected in the steps below.
Why Brand Positioning Matters (Especially In South Africa)
Faster understanding and trust. CSI teams, grantmakers and individual donors scan dozens of proposals. A tight statement shortens the time to clarity and builds confidence.
Fundability and findability. Your statement makes you fundable (clear evidence and compliance) and findable (plain category words a beneficiary or funder would search).
Compliance‑aware messaging. POPIA Section 69 shapes your outreach (consent‑first). Section 18A shapes how you mention tax‑deductible receipts (only if approved). B‑BBEE SED shapes how you report beneficiary demographics (to meet the ≥75% Black beneficiaries rule). Your statement and proof cues help you communicate these correctly.
Internal alignment. A shared line helps your board, CEO, fundraisers and programme staff speak the same language.
Competitive clarity without mission drift. SA has many worthy NPOs in each cause area. Positioning helps you articulate distinct value while staying true to your mission and partners.
Anatomy of a strong positioning statement
Use this structure (adapted for NPOs):
For [primary beneficiary/audience] in [place/issue], [Organisation] is the [role/category] that [core change/benefit], because [proof 1], [proof 2], and [proof 3].
Key parts:
Audience & place/issue: Who you serve and the context (province, township, sector).
Role/category: Plain words that anyone would recognise (e.g., after‑school maths tutoring network, paralegal advice line, mobile clinic partner).
Core change/benefit: The outcome you reliably create (e.g., lifts matric maths scores, resolves wage theft faster).
Proofs (2–3): Concrete evidence such as outcomes, scale, cost‑per‑outcome, 18A approval, SED‑relevant demographics, or partner validation.
Tone: Clear, specific, and testable—no hype, no jargon.
Step‑by‑step: how to craft yours
Step 1 — Get the raw material (30–60 min).
Gather:
Your latest outcomes (before/after or % change, with timeframes).
Scale (# served; geographies).
Cost‑per‑outcome (if available).
Compliance cues (Section 18A approval ref; SED demographic data; safeguarding; audits).
Partner validations (MoUs with clinics/schools; endorsements; independent evaluations).
Step 2 — Choose the primary audience for the line.
Most SA NPOs speak to two markets: (A) communities/beneficiaries and (B) funders/partners. Your single positioning statement should work for both—but you’ll flex the proofs by audience (see grid below).
Step 3 — Name your role/category in plain SA English.
Avoid vague labels (empowerment organisation). Prefer concrete categories people actually search for: after‑school tutoring, paralegal advice, GBV counselling, mobile clinics, ECD centre support.
Step 4 — State the core change.
What do beneficiaries experience that’s measurably better? (higher pass rates; resolved cases; reduced complications; increased income; safer communities). If you have a theory of change, lift the top outcome.
Step 5 — Pick 2–3 proofs.
Choose the strongest signals:
One outcome metric (with timeframe).
One compliance/eligibility cue (18A‑approved; ≥75% Black beneficiaries by value for SED reporting).
One partner or external validation (clinic principal, municipal MoU, independent evaluator).
If you don’t have numbers yet, use small pilots (first 120 learners), but be transparent.
Step 6 — Draft 2–3 variations and read aloud.
Assess for clarity, brevity, believability. Invite a programme lead and a partner to sanity‑check.
Step 7 — Lock the line; publish the proof.
Place your statement on your About page, one‑pager, and proposals. Publish a simple proof stack page you can link to from emails and decks.
Common mistakes to avoid
Vague categories (empowerment organisation; community upliftment). Use concrete roles.
No named audience (trying to be for “everyone”). Pick a primary audience.
Outcomes without proof (claims with no data or partners).
Over‑promising on 18A (stating benefits you can’t issue or that don’t qualify).
Ignoring SED reporting (no beneficiary breakdowns; can’t show ≥75% by value).
Jargon and buzzwords (obscures meaning; reduces trust).
Writing once, never revisiting (review quarterly as your data improves).
60‑minute positioning sprint (agenda & roles)
0–15 min | Landscape & strengths scan
Map who else serves your audience. List your distinct assets and 3–5 outcomes.15–35 min | Draft 2–3 lines
Small groups use the template; read aloud; pick a finalist and a backup.35–50 min | Proof stack pass
Attach 3 proofs (one outcome, one compliance, one partner validation).50–60 min | Deployment
Update website/About, one‑pager, and a POPIA‑compliant consent journey.
Who’s in the room: ED/CEO, programme lead, MEL/impact, fundraiser/comms, partner representative.
Template + examples (SA‑flavoured)
Copy‑ready template
For [audience] in [place/issue], [Org] is the [role/category] that [core change/benefit], because [proof 1], [proof 2], and [proof 3].
Education (after‑school maths):
For township learners in Cape Town, Ikamva Edu is a community tutoring network that lifts matric maths results, because alumni mentors run weekly sessions, 78% of our learners pass over five years, and partner schools verify term marks.
Health (maternal mobile clinics):
For rural mothers in Limpopo, MamaCare is a mobile clinic partner that reduces preventable complications, because we reach 42 villages monthly, follow‑ups are tracked via WhatsApp with consent, and clinic records confirm declines in late‑stage referrals.
Rights (paralegal wage theft):
For migrant workers in Gauteng, SafeWork Advice is a paralegal advice line that resolves wage theft faster, because we close 63% of cases within 90 days, maintain 18A approval for eligible donations, and publish quarterly case outcomes.
Tip: Keep proofs concrete (numbers, timeframes, partners). Avoid buzzwords.
Two‑market message grid (same line, different proofs)
Audience | What they value most | How your statement flexes | Proof to surface |
|---|---|---|---|
Community / beneficiaries | Access, dignity, reliability, proximity, language fit | Keep the same line. Emphasise category and benefit. | Hours, locations, on‑time rates, satisfaction, grievance process |
Funders / partners (CSI, HNWIs, global donors) | Evidence, compliance, scale potential, risk management | Keep the same line. Append 2–3 proofs and compliance cues. | Outcomes, cost‑per‑outcome, 18A approval, % Black beneficiaries (SED), safeguarding, audits |
Build a funder‑friendly proof stack (the essentials)
Your proof stack backs your statement and answers a CSI manager’s questions: Is it real? Does it scale? Is it eligible for SED? Is my risk low?
Include:
Outcomes (before/after; % change; timeframe).
Scale & reach (geographies; growth trend).
Cost‑per‑outcome (if known).
Governance (board, audited AFS, key policies).
18A status & receipts (if approved; show reference number and issue receipts correctly).
Beneficiary demographics (SED relevance: aim for ≥75% Black beneficiaries by value).
Partners & validations (MoUs; clinic principals; school heads; municipal partners).
Keep a one‑page summary, with links to detailed M&E. This makes you easy to evaluate in a CSI context where most giving still flows to NPOs.
POPIA‑safe outreach: let the statement earn permission
Use your statement to ask for consent once (for non‑customers), then nurture ethically.
Consent‑first microcopy (SMS/WhatsApp/email):
“Hi Thandi — [Org] supports [group] with [service]. May we send you updates about our services and ways to support? Yes, I consent / No, don’t message me. Manage preferences: [link].”
Good practice checklist:
Use the prescribed consent format (Form 4 equivalent) and record consent (who, when, how).
If contacting existing customers about similar services, always include a free opt‑out.
Maintain a suppression list and a simple preference centre.
This section is guidance, not legal advice. Always check the latest notices from the Information Regulator.
Conclusion
A tight brand positioning statement is the fastest way to answer “Why you?” in donor rooms and community meetings. In SA, it also helps you communicate POPIA‑safe outreach, accurate 18A messaging, and SED‑ready impact reporting. Craft the line, publish a skimmable proof stack, and revisit quarterly as your evidence grows. Book a 30‑minute Brand Positioning Audit ->
P.S. I’d love your feedback
Was the template helpful? Tell me which part of your positioning statement was hardest to write—and if you want, share your one-liner. I might include anonymised examples in the newsletter to help peers sharpen theirs.
Brand Positioning Statement FAQs
1) Is it legal to message potential donors by email/WhatsApp without consent?
No for electronic direct marketing—you need prior consent or an existing customer relationship, and you may send a one‑time consent request in the prescribed form. Always include an easy opt‑out.
2) How do we make our NPO attractive to CSI funders?
Align your impact data to SED rules (≥75% Black beneficiaries by value for full recognition) and present clear outcomes, governance and compliance.
3) What’s the best format for a positioning statement?
Use the template above. Keep it mission‑true, co‑created with stakeholders, and partnership‑ready.
4) How is a brand positioning statement different from a tagline?
The positioning statement is an internal one‑sentence guide that clarifies audience, category, core change and key proofs; a tagline is external, memorable copy used on your site or campaigns. Use the statement to keep nonprofit brand positioning in South Africa consistent and credible; use the tagline to hook attention.
This guide focuses on the statement itself: what it is, why it’s important, and exactly how to craft one that resonates with both your communities and your funders.
Brand positioning for NPOs in South Africa boils down to one shared sentence that makes instant sense to both beneficiaries and funders: who you serve, the role you play, the change you create, and the proof that backs it. A clear positioning statement cuts through proposal clutter, keeps teams aligned, and helps CSI managers judge fit quickly—especially in our context where POPIA shapes outreach, Section 18A shapes how you speak about tax‑deductible giving, and B‑BBEE SED requires clarity on who benefits. In this guide you’ll learn exactly what a positioning statement is (and isn’t), why it matters for SA nonprofits, and a practical process to craft your own: a copy‑ready template, SA‑flavoured examples, a two‑market message grid, and a 60‑minute workshop you can run with your team.
Quick takeaways
Your statement is one sentence that answers who, role, change, proof.
It must work for two markets (beneficiaries and funders) with flexed proofs.
Use plain category words people actually search.
Back it with a proof stack (outcomes, compliance, partners).
POPIA: consent‑first outreach with easy opt‑out.
Section 18A: mention tax receipts only if you’re approved and issue them correctly.
B‑BBEE SED: show ≥75% Black beneficiaries by value for full recognition.
What is a brand positioning statement?
A brand positioning statement is a short internal‑facing line that clarifies who you serve, what role you play, the change you create, and why people should believe you. Think of it as the backbone of your messaging. It’s not your tagline; it’s the logic under the tagline.
Plain‑English definition: A one‑sentence claim about the change you create for a specific audience, in a specific context, with 2–3 proof points that make it credible.
Because nonprofits exist to create social impact (not market share), your statement must be mission‑true and partnership‑ready. A helpful lens is SSIR’s Nonprofit Brand IDEA: build around mission integrity, co‑create with stakeholders (democracy), and design for partnership (affinity). You’ll see those principles reflected in the steps below.
Why Brand Positioning Matters (Especially In South Africa)
Faster understanding and trust. CSI teams, grantmakers and individual donors scan dozens of proposals. A tight statement shortens the time to clarity and builds confidence.
Fundability and findability. Your statement makes you fundable (clear evidence and compliance) and findable (plain category words a beneficiary or funder would search).
Compliance‑aware messaging. POPIA Section 69 shapes your outreach (consent‑first). Section 18A shapes how you mention tax‑deductible receipts (only if approved). B‑BBEE SED shapes how you report beneficiary demographics (to meet the ≥75% Black beneficiaries rule). Your statement and proof cues help you communicate these correctly.
Internal alignment. A shared line helps your board, CEO, fundraisers and programme staff speak the same language.
Competitive clarity without mission drift. SA has many worthy NPOs in each cause area. Positioning helps you articulate distinct value while staying true to your mission and partners.
Anatomy of a strong positioning statement
Use this structure (adapted for NPOs):
For [primary beneficiary/audience] in [place/issue], [Organisation] is the [role/category] that [core change/benefit], because [proof 1], [proof 2], and [proof 3].
Key parts:
Audience & place/issue: Who you serve and the context (province, township, sector).
Role/category: Plain words that anyone would recognise (e.g., after‑school maths tutoring network, paralegal advice line, mobile clinic partner).
Core change/benefit: The outcome you reliably create (e.g., lifts matric maths scores, resolves wage theft faster).
Proofs (2–3): Concrete evidence such as outcomes, scale, cost‑per‑outcome, 18A approval, SED‑relevant demographics, or partner validation.
Tone: Clear, specific, and testable—no hype, no jargon.
Step‑by‑step: how to craft yours
Step 1 — Get the raw material (30–60 min).
Gather:
Your latest outcomes (before/after or % change, with timeframes).
Scale (# served; geographies).
Cost‑per‑outcome (if available).
Compliance cues (Section 18A approval ref; SED demographic data; safeguarding; audits).
Partner validations (MoUs with clinics/schools; endorsements; independent evaluations).
Step 2 — Choose the primary audience for the line.
Most SA NPOs speak to two markets: (A) communities/beneficiaries and (B) funders/partners. Your single positioning statement should work for both—but you’ll flex the proofs by audience (see grid below).
Step 3 — Name your role/category in plain SA English.
Avoid vague labels (empowerment organisation). Prefer concrete categories people actually search for: after‑school tutoring, paralegal advice, GBV counselling, mobile clinics, ECD centre support.
Step 4 — State the core change.
What do beneficiaries experience that’s measurably better? (higher pass rates; resolved cases; reduced complications; increased income; safer communities). If you have a theory of change, lift the top outcome.
Step 5 — Pick 2–3 proofs.
Choose the strongest signals:
One outcome metric (with timeframe).
One compliance/eligibility cue (18A‑approved; ≥75% Black beneficiaries by value for SED reporting).
One partner or external validation (clinic principal, municipal MoU, independent evaluator).
If you don’t have numbers yet, use small pilots (first 120 learners), but be transparent.
Step 6 — Draft 2–3 variations and read aloud.
Assess for clarity, brevity, believability. Invite a programme lead and a partner to sanity‑check.
Step 7 — Lock the line; publish the proof.
Place your statement on your About page, one‑pager, and proposals. Publish a simple proof stack page you can link to from emails and decks.
Common mistakes to avoid
Vague categories (empowerment organisation; community upliftment). Use concrete roles.
No named audience (trying to be for “everyone”). Pick a primary audience.
Outcomes without proof (claims with no data or partners).
Over‑promising on 18A (stating benefits you can’t issue or that don’t qualify).
Ignoring SED reporting (no beneficiary breakdowns; can’t show ≥75% by value).
Jargon and buzzwords (obscures meaning; reduces trust).
Writing once, never revisiting (review quarterly as your data improves).
60‑minute positioning sprint (agenda & roles)
0–15 min | Landscape & strengths scan
Map who else serves your audience. List your distinct assets and 3–5 outcomes.15–35 min | Draft 2–3 lines
Small groups use the template; read aloud; pick a finalist and a backup.35–50 min | Proof stack pass
Attach 3 proofs (one outcome, one compliance, one partner validation).50–60 min | Deployment
Update website/About, one‑pager, and a POPIA‑compliant consent journey.
Who’s in the room: ED/CEO, programme lead, MEL/impact, fundraiser/comms, partner representative.
Template + examples (SA‑flavoured)
Copy‑ready template
For [audience] in [place/issue], [Org] is the [role/category] that [core change/benefit], because [proof 1], [proof 2], and [proof 3].
Education (after‑school maths):
For township learners in Cape Town, Ikamva Edu is a community tutoring network that lifts matric maths results, because alumni mentors run weekly sessions, 78% of our learners pass over five years, and partner schools verify term marks.
Health (maternal mobile clinics):
For rural mothers in Limpopo, MamaCare is a mobile clinic partner that reduces preventable complications, because we reach 42 villages monthly, follow‑ups are tracked via WhatsApp with consent, and clinic records confirm declines in late‑stage referrals.
Rights (paralegal wage theft):
For migrant workers in Gauteng, SafeWork Advice is a paralegal advice line that resolves wage theft faster, because we close 63% of cases within 90 days, maintain 18A approval for eligible donations, and publish quarterly case outcomes.
Tip: Keep proofs concrete (numbers, timeframes, partners). Avoid buzzwords.
Two‑market message grid (same line, different proofs)
Audience | What they value most | How your statement flexes | Proof to surface |
|---|---|---|---|
Community / beneficiaries | Access, dignity, reliability, proximity, language fit | Keep the same line. Emphasise category and benefit. | Hours, locations, on‑time rates, satisfaction, grievance process |
Funders / partners (CSI, HNWIs, global donors) | Evidence, compliance, scale potential, risk management | Keep the same line. Append 2–3 proofs and compliance cues. | Outcomes, cost‑per‑outcome, 18A approval, % Black beneficiaries (SED), safeguarding, audits |
Build a funder‑friendly proof stack (the essentials)
Your proof stack backs your statement and answers a CSI manager’s questions: Is it real? Does it scale? Is it eligible for SED? Is my risk low?
Include:
Outcomes (before/after; % change; timeframe).
Scale & reach (geographies; growth trend).
Cost‑per‑outcome (if known).
Governance (board, audited AFS, key policies).
18A status & receipts (if approved; show reference number and issue receipts correctly).
Beneficiary demographics (SED relevance: aim for ≥75% Black beneficiaries by value).
Partners & validations (MoUs; clinic principals; school heads; municipal partners).
Keep a one‑page summary, with links to detailed M&E. This makes you easy to evaluate in a CSI context where most giving still flows to NPOs.
POPIA‑safe outreach: let the statement earn permission
Use your statement to ask for consent once (for non‑customers), then nurture ethically.
Consent‑first microcopy (SMS/WhatsApp/email):
“Hi Thandi — [Org] supports [group] with [service]. May we send you updates about our services and ways to support? Yes, I consent / No, don’t message me. Manage preferences: [link].”
Good practice checklist:
Use the prescribed consent format (Form 4 equivalent) and record consent (who, when, how).
If contacting existing customers about similar services, always include a free opt‑out.
Maintain a suppression list and a simple preference centre.
This section is guidance, not legal advice. Always check the latest notices from the Information Regulator.
Conclusion
A tight brand positioning statement is the fastest way to answer “Why you?” in donor rooms and community meetings. In SA, it also helps you communicate POPIA‑safe outreach, accurate 18A messaging, and SED‑ready impact reporting. Craft the line, publish a skimmable proof stack, and revisit quarterly as your evidence grows. Book a 30‑minute Brand Positioning Audit ->
P.S. I’d love your feedback
Was the template helpful? Tell me which part of your positioning statement was hardest to write—and if you want, share your one-liner. I might include anonymised examples in the newsletter to help peers sharpen theirs.
Brand Positioning Statement FAQs
1) Is it legal to message potential donors by email/WhatsApp without consent?
No for electronic direct marketing—you need prior consent or an existing customer relationship, and you may send a one‑time consent request in the prescribed form. Always include an easy opt‑out.
2) How do we make our NPO attractive to CSI funders?
Align your impact data to SED rules (≥75% Black beneficiaries by value for full recognition) and present clear outcomes, governance and compliance.
3) What’s the best format for a positioning statement?
Use the template above. Keep it mission‑true, co‑created with stakeholders, and partnership‑ready.
4) How is a brand positioning statement different from a tagline?
The positioning statement is an internal one‑sentence guide that clarifies audience, category, core change and key proofs; a tagline is external, memorable copy used on your site or campaigns. Use the statement to keep nonprofit brand positioning in South Africa consistent and credible; use the tagline to hook attention.
This guide focuses on the statement itself: what it is, why it’s important, and exactly how to craft one that resonates with both your communities and your funders.
Brand positioning for NPOs in South Africa boils down to one shared sentence that makes instant sense to both beneficiaries and funders: who you serve, the role you play, the change you create, and the proof that backs it. A clear positioning statement cuts through proposal clutter, keeps teams aligned, and helps CSI managers judge fit quickly—especially in our context where POPIA shapes outreach, Section 18A shapes how you speak about tax‑deductible giving, and B‑BBEE SED requires clarity on who benefits. In this guide you’ll learn exactly what a positioning statement is (and isn’t), why it matters for SA nonprofits, and a practical process to craft your own: a copy‑ready template, SA‑flavoured examples, a two‑market message grid, and a 60‑minute workshop you can run with your team.
Quick takeaways
Your statement is one sentence that answers who, role, change, proof.
It must work for two markets (beneficiaries and funders) with flexed proofs.
Use plain category words people actually search.
Back it with a proof stack (outcomes, compliance, partners).
POPIA: consent‑first outreach with easy opt‑out.
Section 18A: mention tax receipts only if you’re approved and issue them correctly.
B‑BBEE SED: show ≥75% Black beneficiaries by value for full recognition.
What is a brand positioning statement?
A brand positioning statement is a short internal‑facing line that clarifies who you serve, what role you play, the change you create, and why people should believe you. Think of it as the backbone of your messaging. It’s not your tagline; it’s the logic under the tagline.
Plain‑English definition: A one‑sentence claim about the change you create for a specific audience, in a specific context, with 2–3 proof points that make it credible.
Because nonprofits exist to create social impact (not market share), your statement must be mission‑true and partnership‑ready. A helpful lens is SSIR’s Nonprofit Brand IDEA: build around mission integrity, co‑create with stakeholders (democracy), and design for partnership (affinity). You’ll see those principles reflected in the steps below.
Why Brand Positioning Matters (Especially In South Africa)
Faster understanding and trust. CSI teams, grantmakers and individual donors scan dozens of proposals. A tight statement shortens the time to clarity and builds confidence.
Fundability and findability. Your statement makes you fundable (clear evidence and compliance) and findable (plain category words a beneficiary or funder would search).
Compliance‑aware messaging. POPIA Section 69 shapes your outreach (consent‑first). Section 18A shapes how you mention tax‑deductible receipts (only if approved). B‑BBEE SED shapes how you report beneficiary demographics (to meet the ≥75% Black beneficiaries rule). Your statement and proof cues help you communicate these correctly.
Internal alignment. A shared line helps your board, CEO, fundraisers and programme staff speak the same language.
Competitive clarity without mission drift. SA has many worthy NPOs in each cause area. Positioning helps you articulate distinct value while staying true to your mission and partners.
Anatomy of a strong positioning statement
Use this structure (adapted for NPOs):
For [primary beneficiary/audience] in [place/issue], [Organisation] is the [role/category] that [core change/benefit], because [proof 1], [proof 2], and [proof 3].
Key parts:
Audience & place/issue: Who you serve and the context (province, township, sector).
Role/category: Plain words that anyone would recognise (e.g., after‑school maths tutoring network, paralegal advice line, mobile clinic partner).
Core change/benefit: The outcome you reliably create (e.g., lifts matric maths scores, resolves wage theft faster).
Proofs (2–3): Concrete evidence such as outcomes, scale, cost‑per‑outcome, 18A approval, SED‑relevant demographics, or partner validation.
Tone: Clear, specific, and testable—no hype, no jargon.
Step‑by‑step: how to craft yours
Step 1 — Get the raw material (30–60 min).
Gather:
Your latest outcomes (before/after or % change, with timeframes).
Scale (# served; geographies).
Cost‑per‑outcome (if available).
Compliance cues (Section 18A approval ref; SED demographic data; safeguarding; audits).
Partner validations (MoUs with clinics/schools; endorsements; independent evaluations).
Step 2 — Choose the primary audience for the line.
Most SA NPOs speak to two markets: (A) communities/beneficiaries and (B) funders/partners. Your single positioning statement should work for both—but you’ll flex the proofs by audience (see grid below).
Step 3 — Name your role/category in plain SA English.
Avoid vague labels (empowerment organisation). Prefer concrete categories people actually search for: after‑school tutoring, paralegal advice, GBV counselling, mobile clinics, ECD centre support.
Step 4 — State the core change.
What do beneficiaries experience that’s measurably better? (higher pass rates; resolved cases; reduced complications; increased income; safer communities). If you have a theory of change, lift the top outcome.
Step 5 — Pick 2–3 proofs.
Choose the strongest signals:
One outcome metric (with timeframe).
One compliance/eligibility cue (18A‑approved; ≥75% Black beneficiaries by value for SED reporting).
One partner or external validation (clinic principal, municipal MoU, independent evaluator).
If you don’t have numbers yet, use small pilots (first 120 learners), but be transparent.
Step 6 — Draft 2–3 variations and read aloud.
Assess for clarity, brevity, believability. Invite a programme lead and a partner to sanity‑check.
Step 7 — Lock the line; publish the proof.
Place your statement on your About page, one‑pager, and proposals. Publish a simple proof stack page you can link to from emails and decks.
Common mistakes to avoid
Vague categories (empowerment organisation; community upliftment). Use concrete roles.
No named audience (trying to be for “everyone”). Pick a primary audience.
Outcomes without proof (claims with no data or partners).
Over‑promising on 18A (stating benefits you can’t issue or that don’t qualify).
Ignoring SED reporting (no beneficiary breakdowns; can’t show ≥75% by value).
Jargon and buzzwords (obscures meaning; reduces trust).
Writing once, never revisiting (review quarterly as your data improves).
60‑minute positioning sprint (agenda & roles)
0–15 min | Landscape & strengths scan
Map who else serves your audience. List your distinct assets and 3–5 outcomes.15–35 min | Draft 2–3 lines
Small groups use the template; read aloud; pick a finalist and a backup.35–50 min | Proof stack pass
Attach 3 proofs (one outcome, one compliance, one partner validation).50–60 min | Deployment
Update website/About, one‑pager, and a POPIA‑compliant consent journey.
Who’s in the room: ED/CEO, programme lead, MEL/impact, fundraiser/comms, partner representative.
Template + examples (SA‑flavoured)
Copy‑ready template
For [audience] in [place/issue], [Org] is the [role/category] that [core change/benefit], because [proof 1], [proof 2], and [proof 3].
Education (after‑school maths):
For township learners in Cape Town, Ikamva Edu is a community tutoring network that lifts matric maths results, because alumni mentors run weekly sessions, 78% of our learners pass over five years, and partner schools verify term marks.
Health (maternal mobile clinics):
For rural mothers in Limpopo, MamaCare is a mobile clinic partner that reduces preventable complications, because we reach 42 villages monthly, follow‑ups are tracked via WhatsApp with consent, and clinic records confirm declines in late‑stage referrals.
Rights (paralegal wage theft):
For migrant workers in Gauteng, SafeWork Advice is a paralegal advice line that resolves wage theft faster, because we close 63% of cases within 90 days, maintain 18A approval for eligible donations, and publish quarterly case outcomes.
Tip: Keep proofs concrete (numbers, timeframes, partners). Avoid buzzwords.
Two‑market message grid (same line, different proofs)
Audience | What they value most | How your statement flexes | Proof to surface |
|---|---|---|---|
Community / beneficiaries | Access, dignity, reliability, proximity, language fit | Keep the same line. Emphasise category and benefit. | Hours, locations, on‑time rates, satisfaction, grievance process |
Funders / partners (CSI, HNWIs, global donors) | Evidence, compliance, scale potential, risk management | Keep the same line. Append 2–3 proofs and compliance cues. | Outcomes, cost‑per‑outcome, 18A approval, % Black beneficiaries (SED), safeguarding, audits |
Build a funder‑friendly proof stack (the essentials)
Your proof stack backs your statement and answers a CSI manager’s questions: Is it real? Does it scale? Is it eligible for SED? Is my risk low?
Include:
Outcomes (before/after; % change; timeframe).
Scale & reach (geographies; growth trend).
Cost‑per‑outcome (if known).
Governance (board, audited AFS, key policies).
18A status & receipts (if approved; show reference number and issue receipts correctly).
Beneficiary demographics (SED relevance: aim for ≥75% Black beneficiaries by value).
Partners & validations (MoUs; clinic principals; school heads; municipal partners).
Keep a one‑page summary, with links to detailed M&E. This makes you easy to evaluate in a CSI context where most giving still flows to NPOs.
POPIA‑safe outreach: let the statement earn permission
Use your statement to ask for consent once (for non‑customers), then nurture ethically.
Consent‑first microcopy (SMS/WhatsApp/email):
“Hi Thandi — [Org] supports [group] with [service]. May we send you updates about our services and ways to support? Yes, I consent / No, don’t message me. Manage preferences: [link].”
Good practice checklist:
Use the prescribed consent format (Form 4 equivalent) and record consent (who, when, how).
If contacting existing customers about similar services, always include a free opt‑out.
Maintain a suppression list and a simple preference centre.
This section is guidance, not legal advice. Always check the latest notices from the Information Regulator.
Conclusion
A tight brand positioning statement is the fastest way to answer “Why you?” in donor rooms and community meetings. In SA, it also helps you communicate POPIA‑safe outreach, accurate 18A messaging, and SED‑ready impact reporting. Craft the line, publish a skimmable proof stack, and revisit quarterly as your evidence grows. Book a 30‑minute Brand Positioning Audit ->
P.S. I’d love your feedback
Was the template helpful? Tell me which part of your positioning statement was hardest to write—and if you want, share your one-liner. I might include anonymised examples in the newsletter to help peers sharpen theirs.
Brand Positioning Statement FAQs
1) Is it legal to message potential donors by email/WhatsApp without consent?
No for electronic direct marketing—you need prior consent or an existing customer relationship, and you may send a one‑time consent request in the prescribed form. Always include an easy opt‑out.
2) How do we make our NPO attractive to CSI funders?
Align your impact data to SED rules (≥75% Black beneficiaries by value for full recognition) and present clear outcomes, governance and compliance.
3) What’s the best format for a positioning statement?
Use the template above. Keep it mission‑true, co‑created with stakeholders, and partnership‑ready.
4) How is a brand positioning statement different from a tagline?
The positioning statement is an internal one‑sentence guide that clarifies audience, category, core change and key proofs; a tagline is external, memorable copy used on your site or campaigns. Use the statement to keep nonprofit brand positioning in South Africa consistent and credible; use the tagline to hook attention.
Explore Similar resources to this Brand Positioning Template
Brand Positioning for NPOs in South Africa (Template + Examples)
07 Oct 2025
Branding & Communication
Brand Touchpoints Audit: Free Template + Guide
06 Oct 2025
Branding & Communication
Free SWOT Analysis Template: A Simple Playbook for SA NPOs & SMEs
03 Oct 2025
Branding & Communication
Free Brand Identity Template (SA): Positioning, Messaging & Values
01 Oct 2025
Branding & Communication
Explore Similar resources to this Brand Positioning Template
Brand Positioning for NPOs in South Africa (Template + Examples)
07 Oct 2025
Branding & Communication
Brand Touchpoints Audit: Free Template + Guide
06 Oct 2025
Branding & Communication
Free SWOT Analysis Template: A Simple Playbook for SA NPOs & SMEs
03 Oct 2025
Branding & Communication
Free Brand Identity Template (SA): Positioning, Messaging & Values
01 Oct 2025
Branding & Communication
Explore Similar resources to this Brand Positioning Template
Brand Positioning for NPOs in South Africa (Template + Examples)
07 Oct 2025
Branding & Communication
Brand Touchpoints Audit: Free Template + Guide
06 Oct 2025
Branding & Communication
Free SWOT Analysis Template: A Simple Playbook for SA NPOs & SMEs
03 Oct 2025
Branding & Communication
Free Brand Identity Template (SA): Positioning, Messaging & Values
01 Oct 2025
Branding & Communication
Book a Free Consultation with Romanos Boraine
Book a Free Consultation
Book a Free Consultation with Romanos Boraine
Book a Free Consultation with Romanos Boraine
Let’s talk. Book a free 20-minute discovery call with me to map out your brand, systems, or content gaps. We will identify what we can fix, fast, to help your nonprofit or startup grow smarter.
Helping nonprofits, startups, and social enterprises in South Africa grow smarter through strategic positioning, creative direction, digital systems audits, and workflow optimisation.
Explore Services
© Romanos Boraine 2025.
All Rights Reserved
Book a Free Consultation with Romanos Boraine
Let’s talk. Book a free 20-minute discovery call with me to map out your brand, systems, or content gaps. We will identify what we can fix, fast, to help your nonprofit or startup grow smarter.
Helping nonprofits, startups, and social enterprises in South Africa grow smarter through strategic positioning, creative direction, digital systems audits, and workflow optimisation.
Explore Services
© Romanos Boraine 2025.
All Rights Reserved
Book a Free Consultation with Romanos Boraine
Let’s talk. Book a free 20-minute discovery call with me to map out your brand, systems, or content gaps. We will identify what we can fix, fast, to help your nonprofit or startup grow smarter.
Helping nonprofits, startups, and social enterprises in South Africa grow smarter through strategic positioning, creative direction, digital systems audits, and workflow optimisation.
Explore Services
© Romanos Boraine 2025.
All Rights Reserved
Get updates on my latest resources and case studies!
Get updates on my latest resources and case studies!
Get updates on my latest resources and case studies!