Marketing Your Fractional Business: What Nonprofits Actually Want to Hear
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Why "I'm a Fractional..." Is Killing Your Conversion Rate (And What to Say Instead)
You're at a networking event. Someone asks what you do. You launch into your carefully crafted elevator pitch: "I'm a fractional executive supporting nonprofits..."
And their eyes glaze over.
Meanwhile, the perfect client for your services just walked away because they have no idea what you're talking about.
This is the problem Casey from TicTacToe Marketing sees constantly with fractional consultants. We're so busy explaining our business model that we forget to explain the actual problem we solve.
And here's the kicker: nonprofits don't care what you call yourself.
WHY "FRACTIONAL" ISN'T THE FLEX YOU THINK IT IS
Look, I get it. You want to educate the sector about fractional work. You want nonprofits to understand this brilliant model that's changing consulting.
But here's what Casey and I talked about on the latest Fracture episode: you're not there yet.
Most nonprofits still understand fractionals as consultants. Or contractors. Or agencies. They know those words. They understand what those roles mean.
When you lead with "fractional," you're making prospects do homework before they can even understand if you can help them.
That's not positioning. That's a barrier.
Click on the image to listen to Casey break down what prospects actually care about, how to clearly explain what you do, and the simple marketing funnel that really works for fractional pros.
WHAT PROSPECTS REALLY WANT TO KNOW
When someone asks "what do you do," they don't actually want to know what you do.
They want to know what you do FOR THEM.
Casey nailed this: "They could care less what I call myself if I'm a fractional, if I'm a consultant, if I'm an agency. They just wanna know how are you helping me?"
This is where most fractional consultants go wrong. We start talking about ourselves. Our qualifications. Our experience. All the services we offer.
None of that matters if the prospect can't see how you solve their problem.
THE 2 VS. 8 COMMUNICATION GAP
Here's the framework Casey shared that changed how I think about marketing fractional services.
On a scale of 0-10, you understand your widget (your service) at a 10. You know everything about it. Every possible use case. Every benefit.
Most consultants communicate at around an 8. They want prospects to know EVERYTHING because "what if I miss something important?"
But clients buy at a 2.
They don't need to understand your entire fractional model. They don't need to know every service you offer. They need to understand that you can solve the specific problem they're facing right now.
When you communicate at an 8, you're making clients chase you around the store asking to buy. On websites and in marketing, they just leave. And you never even know they were there.
HOW TO COMMUNICATE WHAT YOU DO
START WITH QUESTIONS
The best conversations aren't about you listing your services. They're about asking thoughtful questions and listening to what prospects actually need.
"What's the biggest challenge you're facing right now in your development work?"
Then reflect back what you heard and how you've solved similar problems. That's when prospects lean in.
LEAD WITH PROBLEMS, NOT SOLUTIONS
I know, I know. You want to be positive. You want to focus on solutions.
But Casey's summer camp example hit home: camps don't just talk about fun. They talk about kids living in a plugged-in, isolated world where they're losing the ability to connect. THEN they talk about camp as the solution.
Something has to be at stake for it to matter.
Your prospects don't care about fractional support until they understand what problem it solves. Burnout? Lack of specialized expertise? Budget constraints that make hiring impossible?
STOP LISTING EVERY SERVICE
That laundry list on your website? The one where you're trying to make sure you don't miss any opportunity?
It's costing you clients.
When you list everything, prospects can't figure out if you're right for them. They get overwhelmed and leave.
Narrow your message. Make it clear. Let them self-identify as your ideal client.
THE FUNNEL THAT ACTUALLY WORKS
Casey broke down what happens after that initial conversation, and it's not complicated:
HOOK: Ask about their challenges, share a relevant story
NURTURE: Stay present with consistent value (not sales pitches)
CONSISTENCY: Show up regularly so when they have a problem, you're top of mind
The key is providing value without expecting anything in return. Share what worked for a client. Send a useful resource. Offer insights.
When you consistently show up as helpful, people remember you when they need help.
THE BOTTOM LINE
Your job title doesn't get you clients.
Your certifications don't get you clients.
Your fancy website (or lack thereof) doesn't get you clients.
What gets you clients is your ability to articulate how you solve specific problems they're experiencing right now, in language they actually understand.
Stop leading with "fractional." Start leading with the pain you solve.
Ask better questions. Listen to what prospects actually need. Communicate at their level, not yours.
And for the love of everything, stop listing every possible service on your website.
Want to learn how to do this at scale?
// Casey's speaking at the Fractional/Shift Summit in January about how to position and market your fractional business without feeling sleazy. Register free at nonprofitfractionals.com/shift
Need help nailing your messaging?
// The Nonprofit Fractional Operating System includes an entire module on how to communicate what you do in a way that converts prospects into clients. We cover positioning, messaging frameworks, and the exact language to use in discovery conversations. Join the waitlist here.
// In episode 15 of FRACTURE, I broke down why most consultants struggle with sales because they're trying to close everyone instead of qualifying prospects out. If you're uncomfortable with business development, that episode will change how you think about it.
P.S. Listen to the full conversation with Casey where we dig into the psychology of problem-first messaging, why your personal story matters (but not in the way you think), and how to stay top of mind without being annoying. Listen to the complete Fracture podcast episode here.
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