Getting to Aha!

Without clear organizational goals, you can't shape the right fundraising campaigns or target audiences. And there's no way to create aha! messages if you don't know whom you're talking to. If this is your situation, your problems are bigger than "so what, who cares" messages. Get on it!

2. Build understanding and support of leadership and colleagues — you need their insights and reach. The two most cited barriers to aha! messages (lack of focus and lack of expertise) underscore the "so what, who cares" message crisis.