Celebrate the Unusual

What makes your organization stand out? In a world crowded with non-profits competing for funding and attention, it is important to tell a compelling story that makes your organization distinctive. Perhaps you want to highlight the location you serve, a particular need you meet, or a constituency you help. Or, maybe, it is your organization’s weak spots that can help you gain attention and support.

Some institutions claim to be the host of “the next big success”, whether this is the cure for a deadly disease, a blockbuster exhibition or an end to a major crisis. It can be tempting to imitate that language, whether or not you operate on such a scale. For smaller organizations, however, celebrating a perceived weakness can be the more powerful storytelling tool. Research indicates that we humans like to support the under-funded underdog. We are rooting for David, even as we acknowledge the might of Goliath.

It is important to remember that owning your institution’s fragility is not the same as being weak. A small organization, and an underfunded organization, can do very important work, if it is thoughtful in the way that it targets its resources. David was agile, and he placed perfectly aimed shots with his sling. Convincing others of the strengths in your perceived weaknesses takes vision and messaging, but it is an exciting, and feasible challenge, and one that can help propel your non-profit to the next stage of mission success.