Because “Integrity. Innovation. Excellence.” doesn’t mean anything if no one feels it.

A few years back, a nonprofit came to us with a branding request. New logo, new messaging, the works.

When we asked about their brand values, they sent over a one-pager with five words: Integrity. Collaboration. Accountability. Respect. Innovation.

You could practically hear the yawning through the screen.

Not because those words are bad—but because they’re meaningless on their own. They weren’t reflected in how the organization actually operated, and they definitely weren’t helping anyone understand who they were or why they mattered.

The problem? They’d created values that sounded good on paper but didn’t say a single true thing about their culture, their purpose, or the people they serve.

And they’re not alone.

Most nonprofits (and plenty of businesses) treat brand values as a checkbox. Something you list in your About section, maybe mention in a staff meeting, and then quietly forget.

But when done right, brand values are the heartbeat of your identity.
They define how you move through the world.
They give your team a compass.
They help your audience feel something real.

So let’s talk about how to craft values that don’t just sound nice—but actually mean something.

---

Generic Values Don’t Build Real Connection

If your values could belong to literally any other organization, they’re not doing their job.

Your nonprofit isn’t just any nonprofit. You have a unique story, a unique culture, and a unique approach to the work. Your values should reflect that—not just corporate platitudes dressed up in mission-driven language.

It’s not about picking “good” values. It’s about choosing ones that are true—and then living them consistently.

Let’s be clear: brand values are not aspirational goals. They’re the principles you’re already embodying (or deeply committed to strengthening). They should describe how you show up now, not how you wish you did someday.

If they’re not rooted in lived behavior, your audience will smell the disconnect from a mile away.

Start With Your Purpose—and Zoom In

Brand values aren’t just pulled out of thin air. They grow out of your purpose. But they zoom in on how you express that purpose.

Say your mission is to create equitable access to education. That’s the “why.” Now dig into the “how.”

Do you approach your work with bold activism? Quiet tenacity? Radical collaboration? Systems thinking? Deep local relationships?

This is where your brand starts to take shape. Two organizations can have similar missions—but how they carry it out, and the values that drive them, should be totally distinct.

When you start naming that energy, your values become more than just statements. They become signals—internally and externally—about who you really are.

Speak in Real Language. Not Corporateese.

Here’s where most orgs slip back into safety. They come up with something true and meaningful, and then flatten it into a committee-approved sentence that sounds like a press release.

Don’t do that.

The best brand values speak like people. They sound like your team. They’re memorable because they’re specific, clear, and real.

Let’s look at a few brands that get it right:

• Ben & Jerry’s: “We strive to make the best possible ice cream in the nicest possible way.”
  → Not just a statement about product quality—it’s a reflection of how they do business, engage with communities, and speak up on social issues.

• TOMS: “We believe in a future where all people have the chance to thrive.”
  → Not just about shoes. It’s about justice, access, and dignity. And it’s tied to how they give, source, and tell stories.

• The Body Shop: “Enrich, not exploit.”
  → Five words that tell you everything you need to know about their stance on people, planet, and business.

These aren’t buzzwords. They’re values that feel alive in the brand’s voice, visuals, and behavior.

Make Them Resonate Outside Your Walls

Your values aren’t just for your team—they’re for the people you want to reach, rally, and retain.

Whether that’s donors, volunteers, clients, partners, or your local community, your values help people decide if they see themselves in your organization. If they trust you. If they believe in you.

So yes, your values should feel personal to your organization. But they also need to resonate with the hearts and minds of your audience.

Patagonia doesn’t just say they care about the planet—they live it through repair programs, activism, and environmental giving. And their audience? They don’t just buy a jacket—they buy into the values behind it.

Your nonprofit can do the same. Not at that scale (yet), but with the same principle: Build trust by living your values out loud.

A Few Focus Areas to Ground Your Values

If you’re not sure where to begin, here are a few real-world areas where values often emerge—and where they need to be felt:

• Sustainability → “We act in ways that future generations won’t have to clean up.” (IKEA, Patagonia)
• Ethical sourcing & labor → “People > profit. Always.” (Fairphone, The Body Shop)
• Social justice → “Silence isn’t neutral. We speak up.” (Ben & Jerry’s, Lush)
• Health & wellness → “Care isn’t a luxury—it’s a right.” (Lululemon, Calm)
• Community focus → “If it doesn’t help our neighbors, we’re not doing it.” (Starbucks, local orgs)
• Transparency → “No secrets. No spin. Just truth.” (Charity: Water, Warby Parker)

But don’t just grab from this list. Make it yours. Name what actually drives your work—and name it in a way people can remember.

Once You’ve Written Them—Live Them

Here’s the part most orgs skip: implementation.

If your values only live on a “Who We Are” page, they’re not values. They’re ideas.

Your values should show up in:

• Hiring decisions
• Board culture
• Messaging and tone of voice
• Program design
• Fundraising practices
• Partnerships
• Conflict resolution
• Social content
• Customer service

They’re not window dressing. They’re the foundation.

And if they’re not showing up in those places? That’s your cue to either revisit the values—or realign how you work.

---

Want help crafting values that don’t make people roll their eyes? HOLY SH*FT! works with nonprofits to build brands that feel human, honest, and actually aligned with the work you’re doing.

Because if your values don’t reflect your reality—or resonate with your people—what’s the point?

Let’s make them mean something.