04 Oct A Story Found to Avoid a Lost Opportunity
Remember when your granddad told a story, and everyone in the room would hang onto every word, waiting to hear what happened when he was caught fishing in Old Man Baxter’s pond? By the time the ending was revealed, you felt exactly what it was like to be in trouble with Baxter. You were hooked (pun intended).
Now more than ever, it is vital to tell your organization’s story to increase awareness of your brand. This past weekend, I arranged for a teenager to volunteer at a non-profit so she could earn service hours. I incorrectly assumed the organization gave her a briefing about their mission, their cause and how her volunteer efforts made an impact. She came and went without hearing the story.
This situation is the perfect example of what I call BRAND UNAWARENESS. Whether you work for a 501(c)(3) or a C Corporation, you must constantly focus on telling your story. By not providing the most basic information about why you do what you do, how can you possibly expect others to be aware and to spread the word?
Now just imagine if the staff member had told the organization’s story. Examples of how volunteers benefited the recipients would be included, along with additional ways to support the cause and upcoming volunteer opportunities and events. The teenager then feels proud about what she did, talking up the organization to her family and friends. One thing leads to another, and the parent makes a donation, friends sign up to volunteer and a family member sponsors an event. The story is then spread to their spheres of influence.
You and your employees must first be aware of your organization’s story in order to increase awareness. Team members, whether paid or volunteer, are your greatest assets. This “cause” lost out on their ROA with the teenager, her family, her friends AND me. Whether you are promoting support services or shoe supports, telling the story will avoid a lost opportunity.