Make It Matter

Talk about what the public thinks is important.

Communication pieces should play to the strength of the organization as the public perceives it, provided that view is accurate and truthful. Many organizations serve wide, varied groups of people but successfully focus on a particularly compelling area of their work in communicating with the general and donating public. Special Olympics is a prime example of this positioning. Although SOI services those with disabilities at every age, it focuses its communications and "story telling" on its games because it is so much a part of its image and such a compelling reason to support and get involved with the organization.