“Consumer marketers are selling a product or a service. Nonprofit marketers are selling opportunity – the opportunity to change the world, or at least a small part of it, for the better; the opportunity to leave a legacy; the opportunity to do good; the opportunity to hedge our bets a bit on the karmic scale; the opportunity to solve a very specific problem; the opportunity to be a part of something so much larger than ourselves.”
When I read this in an interview with Margaret Battistelli Gardner (@FundraisingLove) on the IQ media blog, I wanted to jump up and down and shout it from the rooftops. While I managed to restrain myself from that, I did think to myself, this is exactly what every person, whether they are in development, major gifts, communications, gift planning or any other area of a nonprofit organization needs to understand. This is the core of what all of your communications need to do – to offer your donors and supporters the opportunity to be a part of something big and important and to help solve a problem in the world.
Far too often different departments are putting out messaging that is not ultimately connected to making the world outside of your organization understand what they can do through your cause. So I offer up Margaret’s fabulous advice for how to make it work in your nonprofit:
“Be sure that every department that has a stake in messaging – and go ahead, try to name one that doesn’t — is present at meetings when messaging is being discussed.”
Ta Da! And to that I would emphasize once again, make sure you are all, always, in every single communication vehicle, sharing the opportunity that your organization offers for supporters to change the world.
– Posted by Lisa Swayze