So, you run soup kitchens, So What?
So, you take care of abandoned sea turtles, So What?
So, you run programs for disadvantaged kids… So What?
If you can’t answer this question about your programming, you’re in trouble.
Your ‘So What’ factor is what makes you stand out and above other operations that do similar work to yours.
If you run soup kitchens, what is unique about them? Are there no lines? Are people served at their seats, like restaurant customers? No? Perhaps you have longer hours, unlimited seconds, or very welcoming personnel. Maybe you’ve got the best location in town. Whatever it is, you need to identify your So What factor and make it part of your mission statement and overall messaging. Bring home what it is that you do better than the rest.
Do you save abandoned sea turtles? Are you the only ones? Do you do it best? Place them in the best homes? Return them to the wild? Why should someone who cares about sea turtles support you at not the other guy?
Your programs for at risk youth have better results than other programs? Why? Are your counselors trained? Were they themselves troubled youth? Do your kids have a better rate of improvement in school? State that.
Ask yourself these questions:
What do we do? -state it as clearly and concisely as possible
– feed the neediest
-rescue sea turtles
-run after school programs for at risk youth
What makes us different than others in our field? This is your ‘so what’.
– we retain their dignity
– no one else does it
– highest success rate our counselors have been there & are specially trained giving them unique understanding & connection
(Other questions to ask and that can be part of your So What are:
If you aren’t different, what advantage do you offer?
Who are you trying to attract? What matters to them?
What do others say about your work? Can this be used to push your message?)
So in our examples we have:
Helping Hand’s open restaurant allows hundreds of Newton’s neediest families to maintain their dignity while enjoying hot nutritious meals by eliminating embarrassing lines and creating a warm and friendly atmosphere.
Save The Turtles is the only organization that saves the hundreds of endangered sea turtles trapped in the Blue Bayoo that would otherwise be crushed beneath the floating casinos.
Kids2Kids program for youth at risk is the most successful program in the tri-state area at returning high school drops outs to complete their education, thanks to our unique counselors and methodology.
Each of the above mission statements contains a clear and concise message. You know what each outfit does and why it is special. With so many worthy organizations out there. Your So What factor lets potential donors know why yours is the one they should choose.
Tell us your So What factor in the comments, or email us – we’re happy to help you get your message across!