To the Point: The Great Debate: Which Channel Is Best?

A more fruitful dialogue about how to advance the sector’s marketing efforts should focus on these key questions. Only then should we discuss channel match.

Who are we, and what do we do?
After working with hundreds of nonprofits over the years, it’s obvious to me that many of them still have a difficult time articulating exactly what it is they do. Regardless of what you call it — an elevator speech, a case for support, a reason for being — it’s missing. Take the example of a homeless shelter. Directors must ask themselves, “Are we housing the homeless? Are we doing workforce development? Or are we a key force for welfare reform?” Hint: Unless you’re a big social-service agency, the answer is not “all of the above.” Why? Because as small businesses, most nonprofits have to get realistic about their capacities and goals. They also have to do an environmental scan to see what other people are doing and where they best fit. Until they can articulate their true value as organizations, channel discussions are a moot point.