Show, Don’t Tell, You’re Making a Difference

Is your organization “making a difference?”

If so, can you find a new way to say it?

One of my most meaningful jobs was at a fundraising organization for a children’s hospital. If supporting a place that rescues kids from the brink of death isn’t “making a difference,” I don’t know what is. But my much-smarter supervisor refused to let us use that phrase.

“Every nonprofit says that,” she’d (accurately) point out. “We need to show how we’re making that difference.”

She was right then, and she’s still right.

A nonprofit mailer I just received invited me to join all the people “who are making a difference in the fight against premature births.”

twin babies

Wouldn’t a statement such as, “Become one of the millions who are making sure babies are born healthy” resonate more and reinforce the mission? Backed up by the story of a real baby born healthy because of the nonprofit’s intervention, this mailer will plant an immediate picture in my head: Babies are dying. I can help.

By seizing every opportunity to paint a picture or tell a story, you’ll do more than “make a difference.” You’ll grab someone’s attention long enough to communicate your message and inspire them to action.

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