Seth Godin makes a compelling argument in his book Linchpin that attention is one of the most valuable resources.  With so many entities vying to be noticed it is hard to be seen.  The classic nonprofit refrain is, “we are the best kept secret in town.”  

I am encouraging organizations to think beyond just fundraising when they discuss the development and advancement activities of their organization.  In the same way that corporations link their philanthropic activities with a marketing plan, I think social enterprise organizations need to consider the same tactic with a slight twist.  

Possible scenario.  Conan O’Brien is on Twitter.  He has over a half-million followers and he just started following one person nineteen hours ago.  His tweet reads:

“I’ve decided to follow someone at random. She likes peanut butter and gummy dinosaurs. Sarah Killen, your life is about to change.

Imagine if this first follow had been your cause?  In 140 characters he would have drawn the spotlight onto your enterprise.  Imagine the fun you could have had with this opportunity.  I see an invitation to visit, a parade, a gold plated key, honorary membership, and a YouTube video going viral.  Without asking for a dollar this is a pre-built marketing campaign.

Okay, we all missed the opportunity with Conan.  But who is your organization connected to that might have the ability to bring authenticity and  attention to your cause.  Is there a graduate of your program with 5,000 followers on Facebook?  Does a volunteer’s spouse write a blog with five hundred readers a day?  Is there a film-maker in your midst?  Perhaps none of these individuals would show-up on a screening of potential donor capacity.  But each one is an artists and has a craft to share.  They offer a different philanthropic talent, a chance to move your organization into the center ring of a circus with four thousand other acts competing for attention.


Who do you know?  Do you really know all their talents?  Are you concentrating on the right people and screening for the right treasure?  What could an artist do for your cause?   Consider what one unemployed celebrity did in one tweet.