This paper contributes to the literature on nonprofit social ventures and discourse studies by identifying discursive resources leveraged to craft the intended image of a nonprofit organization. The intended organizational image plays a central role in the way stakeholders, notably sponsors, perceive a nonprofit organization. Nonetheless, we have little research aimed at identifying the resources and tools that organizations mobilize to structure their intended image, especially at the discourse level. Drawing on the analysis of the discourses adopted by a Brazilian not-for-profit organization, we propose a typology of five discursive resources: distinctiveness, identification, justification, storytelling, and validation. These resources operate as discursive-rhetoric tools that allow the organization to assert its uniqueness and shared values, legitimize its mission, narrate impact, and demonstrate credibility. Our findings contribute to a discourse-based understanding of nonprofit image construction by offering a framework that complements existing work in branding and legitimacy. The study also provides practical insights for nonprofit managers seeking to communicate authentically and efficiently with key stakeholders.