What’s the Big Idea?
The questions that emerge from digging around its site are less about the value of its work and more about what the for-profit world calls a USP — Unique Selling Proposition — the “big idea” that distinguishes an organization from others similar to it.
Our advice is that Childcare Worldwide focus more on communicating its point of differentiation to clarify why it is most worthy of support. Then it should restructure the site to be more user-friendly and interactive to better tell its story and communicate its USP.
- Companies:
- Big Duck Studio
Sarah Durham is president of Big Duck, a New York City-based branding, marketing and fundraising firm for nonprofits. She serves on the boards of the National Brain Tumor Society and the New York Chapter of the Association of Fundraising Professionals (AFP).
