Attention | What-if-concepts

It takes self-initiative and a willingness to engage with fear to travel without a guidebook. You have to be willing to deal with the unknown and stumble across the unexpected. When you travel to unknown parts and use a guidebook, I projected that there have been moments that you journeyed to a highly acclaimed sight and left disappointed. And there may have been moments when you stumble across a ‘not in the guidebook’ moment that became the highlight of your travels.

The same is true for the deciphering which social sector causes to support and align with your philanthropic investments. It is much easier to react to the recommendation of a peer or in response to a news story than it is to go off in search of a specific entity. Some of the most beloved organizations who get the greatest PR, constant stream of board members, and donors would not necessarily be the highest rated when measured against similar but less known enterprises. But the word of mouth and the fact that theses well-known nonprofits are in the ‘guidebook’ give assurance that you will have a quality experience based on the experience of those that went before you. It is hard to compete with the guidebook if you are looking to attract the masses. However, if you know your organization’s purpose you can pay attention drawing-in those who are passionate about your cause. Sometimes you need to write your own micro-guidebook or succeed by staying out of the major publications. It may be your competitive advantage.

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.