I almost never buy an e-book from a demo rack at the airport. They seem to be self-help e-books (my favorite existing title: “Make Your Bed: Little Things That Can Change Your Life. . . and maybe the world”) or stylish business e-books (“The One-Page Marketing Plan”). Nothing opposed to them, really; But not mine.
But when I saw Donald Miller’s newest book, “Building a StoryBrand 2. 0: Clarifying Your Message for Customers to Hear,” I had to read it.
I’ve followed Miller since his first coming-of-age travel memoir, “Prayer and the Art of Volkswagen Maintenance,” published in 2000. (I had driven my own VW bus that needed prayer, maintenance, and, at one point, an undeniable rubber to run the engine. called StoryBrand.
Their new e-book comes into the house that consumers, their desires and aspirations, should be in the middle of any marketing tale a company tells.
For 25 years, I’ve led nonprofits with missions aimed at supporting some of the world’s most vulnerable people. In a genuine sense, our consumer was the mother who took her child to the malaria remedy clinic in a position like Malawi. That is the one we work for. The same is true for the woman who left a village to attend high school and the circle of relatives who had access to blank water for the first time.
But nonprofits also have other “clients,” donors, and advocates for whom their paintings and advance their missions. Like the woman at your kitchen table writing a check to NetPaintings’ fitness paintings, or the philanthropist who moves stock to fund a virtual education program, or the corporation that chooses to invest in blank water technology.
In my existing role, I lead UNICEF USA. We are a private, non-profit organization based in the USA. U. S. That exists to reunite the other American people with the life-saving paintings of UNICEF, a United Nations firm and the world’s largest organization that provides systems to obtain vulnerable advantages. In this sense, my organization is similar to a university or hospital that is your affiliated institution.
I suppose I can say that an example of UNICEF’s clients is young people in refugee camps. So my clients are the Americans who paint this themselves and through their institutions, personal and public.
So, what do my consumers want? What desires are they looking to fulfill?
I don’t mean “fulfilling a responsibility” as negative, as if it were a burden. I mean it’s more of a calling or a sense of duty. This can stem from a devoted culture, a commitment to public service, or an ethical trust that those who have a percentage of resources with others.
Finding meaning is one of the desired clients Miller describes in his book. He describes it as inviting clients to participate in something bigger than themselves, to register for a movement, to advocate for a cause. I have noticed this over and over again in my paintings with donors and supporters who have more deeply concern about our paintings.
The third preference, to obtain a merit, is also not significant. This gets merits can be a tax deduction for a donation. This can come with special access to occasions or institutions, such as museum members, it can also be a broader confidence that the investments we make to other globals should, in turn, make our own country safer, stronger, and more prosperous.
This is a word that we listen more today to justify our country’s investments in assisting other folks in coming up countries. I believe that such investments meet this check because deficient countries with damaged economies lead to migration flows that can have an effect on our country, fragile governments can reflect the conflicts and violence that spill over borders, and weak fitness systems will not prevent disease outbreaks that are spreading globally. Aid and progression organizations are running to fight all of this, whilst Assist in building low-income countries that will be political allies and economic markets for trade.
Here at UNICEF USA, our project is to show the other American people that on the one hand, making an investment in UNICEF paintings supports each and every child to feel healthy, educated and respected, while on the other hand, such investments satisfy a sense of individual and collective responsibility, They provide meaning and supply benefits for themselves and our country.
Together, we are American status for each and every child.
Right now, the lives of the most vulnerable youth are in balance as shocks and crises jeopardize the care and coverage they deserve. Reliable, uninterrupted and effective foreign aid is essential for the well-being of millions of young people. Please write to your members of Congress and urge ongoing investments in the United States in foreign assistance.