What Do You Do?

Video marketer Michael Hoffman has this spot on advice for non-profits looking to connect more deeply and successfully with a wider audience:

It can be hard for nonprofits to land on language that describes what they do. Because so many organizations do so much great stuff….

It’s about what what you do does.

When someone asks you what you personally do, we talk about the programs we run. The trainings we offer. The materials we distribute. The webinars we’ve held.

And that’s all awesome! You do great things!

But the thing is, well, it’s not the thing.

It’s not what we do

It’s what what we do does.

Next time someone asks you what your organization does, answer a different question.

Pretend they asked you, “WHAT DO YOU MAKE POSSIBLE?”

Because the answer to that question? That’ll get at your mission. Your “why.” Your reason for being. And that’s really what it’s all about.

Try it.

It forces you to lead with the mission.

It means you need to be comfortable with inspiring people (you inspire us!).

…think about the real impact you’re making on the world by taking those meetings and sending those emails in the first place.

WHAT YOU DO IS ABOUT WHAT YOU MAKE POSSIBLE.