Discoveries

Drive your own discoveries by subscribing to ours.

Not All Nonprofits Matter to Their Customers. Does Yours?

by | Feb 4, 2020 | Discoveries

Share this post

I don’t know about you, Reader, but I love to talk about what I do. Give me five minutes and I’ll gladly take 30. After all, this is my life’s work. And of course, five minutes into a monologue I see distraction run across your face as I realize that I haven’t connected with you at all. I don’t understand what is important to you. Consequently, I don’t know why my organization might matter to you and there is little chance you will choose my organization. 
 
Mic drop. 
 
The word “matter” is powerful because it conveys intellectual and emotional meaning. For something to “be of importance” and “have significance” it must connect. We pay little attention to something that doesn’t matter. Our customers overlook our disconnected messaging because we were not attuned to them as Daniel Pink recommends. “Attuning yourself to others means exiting your own perspective and entering theirs—it is essential to moving others,” says Pink. 
 
When considering your purpose-driven organization, ask these two questions:

James Holmes, Executive Director at Cherokee Ranch & Castle, took these questions to heart and has changed his narrative to more effectively connect with his customer.  

Getting to the heart of why we matter begins with empathy and understanding, a deep commitment to not only understand but to care about the needs, preferences, choices, and perspectives of our customers. The power of these questions lies in their simplicity. Answering them requires that we adopt a customer mindset. 

The Passion-Driven Pivot

The Passion-Driven Pivot

“What? You’re a Stanford-educated man. You should do something more noteworthy!” That’s the reaction I got from someone whom I told about my pivot to becoming a self-described “Soul Food Scholar.” Many others reacted similarly, especially women that I tried to date....

Stronger Together: Celebrate the Strategy

Stronger Together: Celebrate the Strategy

Corporate strategy can seem a bit esoteric or heady. It's time to make it real by connecting the dots between corporate strategy and your team's day-to-day work. In my experience, executives underestimate the importance of strategy storytelling, crafting a powerful...