True story. I was working today, trying to wrap up a long list of details that need to be accomplished before year-end, when there was a knock on my office door. In walked a young Asian girl (Chinese, I believe) asking for donations. English was obviously not her first language, and so we had a few communication problems. But here is general transcript of the conversation.
"What is this for?" Her answer: a charitable organization.
"What does the organization do?" Answer: brings peace to people.
"How?" Answer: Training and other programs that help bring peace.
"Where does the organization operate?" Answer: all over the world.
"Who does it help?" Answer: Children, university students...and adults
Now granted, we we're both struggling to be understood. But after a few minutes of talking with this representative about the organization she wanted me to give money to (right that moment), here's what I knew: they serve all ages, everywhere, with training and programs that bring peace.
I told her I had already made my gifts for this year. True. Mostly it was just a good excuse to mask the fact that, based on what I knew, I had no intention of giving her any money.
The conversation reminded me again of how important our organization's mission and message efforts are. Here are a few key points to consider:
- Monster Missions bring organizational focus. Bringing peace to the whole world is a really nice idea, but nearly impossible to execute, especially for a small organization. Good Monster Missions should focus on outcomes, not programs, and help define what an organization can and will be responsible for.
- Visible Messages require clarity. Saying you provide "traning and programs" is simply not enough. What do you do? How do you do it? What are the results?
- Visible Messages require ROI. Needs and opportunities to give abound. Visible messages provide would be donors with a clear sense of what their money helps accomplish, what "return-on-investment" they can expect.
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