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September 29, 2006
Accomplishments Over Activities
Posted by Kevin D. Hendricks | Filed under: Marketing
When talking about a cause you should stress accomplishment over activity. Kivi Leroux Miller at the Nonprofit Communications blog recommends this strategy for annual reports, though it applies to just about any communication about your cause. But sometimes getting to the accomplishment requires a bit of digging.
Miller offers this sample conversation of the process:
Nonprofit: We hosted a golf tournament and a silent auction as fundraisers.Me: And that’s important because ...
Nonprofit: The events raised $20,000.
Me: And that’s important because ...
Nonprofit: We need the money.
Me: For what?
Nonprofit: Our scholarship fund.
Me: Which is important because...
Nonprofit: These kids can’t afford college otherwise.
Me: And how many scholarships did you fund with $20,000?
Nonprofit: Five.
Me: So which sentence is the accomplishment that should lead the section on this area of your work? "We held a golf tournament and a silent auction." Or "We helped five students attend college."
It's not about golf, banquets or auctions. It's about education, justice or equality.
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