It’s not about you, but what you can do for them.
Recently, a nonprofit professional at a workshop on media relations posed this question: “How can I get a reporter to write a feature article about our group?”
My reply was, “Why should anyone else care about what your organization does? Let’s find something about your nonprofit that will capture an outsider’s attention and be newsworthy to the media.”
Consider: how does your organization, product or service help others to:
- Save Time
- Save Money or
- Make More Money
This perspective on time and money works on two levels. First, daily, we look to save our personal time and money: a magazine subscription is cheaper than buying each issue from a newsstand; plus, a copy is delivered to the home, so we subscribe, never missing an issue.
Second, society seeks to save its time and taxpayers’ money: smart nonprofits (and companies) provide products and services that can produce savings for one individual and for many people.
In applying this newfound perspective, another workshop attendee spoke about Worksites for Wellness. The group advocates that companies provide rooms on the premises where female employees can privately nurse their infants or pump milk; the breast milk is refrigerated for a few hours, and then given to the child later.
Nursing mothers care about this issue, of course. Who else might support the group? And why should they care?
Look at how a lactation room saves time and money: Women employees are more productive when they can feed their babies or pump milk onsite. Their children are healthier, because they absorb the mother’s antibodies and resist bacteria and viruses. Consequently, these mothers take fewer days off to care for sick infants.
In sum, employers make more money. Someone who is not a nursing mother can recognize the upside and appeal of granting women privacy for an hour or so per day during a few months. Doing so, the company (and society) reaps the benefit of a more productive and loyal employee who is not distracted on the job or absent caring for a baby with a cold.
How does the save time, save money paradigm apply to your business or nonprofit? Let’s brainstorm together. Call me at 212-677-5770 or email me at firstname.lastname@example.org.