Big Wow Service

In the world of grant writing, we strive to impress. Programs and services described with compelling words backed up by impressive numbers. It is a fact of fund-raising life if you're going to make your organization stand out from all the others.

But what is your mission? What is your priority? What service do you really offer?

According to Richard Foster, "service is not a list of things that we do...it is a way of living." While rereading his excellent book, Celebration of Discipline, I came across a sub section on service in the marketplace. He provided a short list of services that each of us can perform on a daily basis. They are the services of:

• Hiddenness
• Small things
• Guarding reputations
• Being served
• Common courtesy
• Hospitality
• Listening
• Sharing the word of Life

Foster is talking about how individuals can serve. But individuals make up organizations. There is a common denominator of these services that apply to any nonprofit organization.

The service of hiddenness is certainly counterintuitive to our PR driven world. We're all about getting the word out far and wide, loud and clear. But acts of service and generosity don't always have to be material for the next newsletter. Word gets around slowly and quietly that good things happen. If you're just in it for the short term and need kudos before moving on to your next gig to "help" people, you won't understand that concept. But if you're satisfied with making quiet, long-term impacts, you probably know how to spell the word "anonymous."

"There are no small roles. There are only small actors." That's an old show business saying. The world of acting is known for its big egos. The service of small things is another one that probably doesn't make sense to the loud and proud. But details matter. Heaven is indeed in the details.

The service of hospitality seems to pervade most of the nonprofit world. With just a few exceptions in Dallas, I've been amazed at how many people in the nonprofit world are willing to spend time answering questions, giving advice, and listening. That welcome feeling is what makes competitors into partners for the common good.

The service of listening is one more service that's often taken for granted. We have two ears and one mouth. There's your ideal ratio of listening to talking. The nonprofits that hear what their clients need; that hear what their donors want to do; that hear what their staffs can do are the ones that are making the biggest difference.

Yes, there must be adequate funds to perform programs and services. The highly touted, big wow service draws a lot of good attention. But to get it right from top to bottom, you literally must have service in your heart.

Seize the Day with Free Publicity

Do you have enough of the public's mindshare? If everyone already knows all about your organization and you're way ahead on donations this year, go ahead and skip this blog.

Spend your time filling out your brackets for March Madness. (That's the college basketball playoffs for those of you who don't know why a lot of guys are taking longer lunch hours this Thursday and Friday.)

If you're struggling to get the word out, stay with me. This blog is not for those of you who have stumbled into free publicity due to involvement with a ponzi scheme or a board member fighting extradition from Antigua. This blog is for the rest of us.

Emmy award winning reporter Jeff Crilley has written a helpful, easy-to-read book entitled Free Publicity. This guy knows what he's talking about. And he's willing to come talk to you about it! He has a heart for nonprofits.

Jeff spoke to a group of us at the Dallas Public Library last month. In a short, entertaining, and informative 90 minutes he listed five key points that every organization needs to keep in mind.

1. Look for opportunities to speak in public about your cause. Every Rotary, Kiawanas, and Lions club has someone eagerly trying to fill those weekly speaking slots. In a big town, there are lots of choices.
2. Keep on networking. Even in a big town, word gets around. Make sure its a good word.
3. Develop terrific customer service. Keep your employees happy. They will keep your customers - aka clients, donors, volunteers, board members - happy. That word will get out.
   
4. Work with the media. Get to know the journalists who have an eye or ear for a story about people and nonprofits. People like stories about people. Learn how to help reporters on slow news days. Stage a special event on a government holiday.
5. The buzz. This is the most important point of the five. It's all about the buzz. Creating it and keeping it alive is vital. If your organization lives - thrives - with honor and integrity and a level of customer service that Southwest Airlines will envy, the word everywhere will be about your organization.

This is not profound. These are not hidden secrets. It's all common sense. But often we need reminders and encouragement about what we can do. Jeff Crilley is out there to help. Buy his book. Give him a call. Send him an email at RealNewsPR. Watch him on YouTube.

Help yourself. Good publicity is available to everyone. And the price is right.

On second thought, if you are fighting bad publicity, this blog is probably for you as well. Maybe especially for you.

Carpe diem!