What vs. Why
Messaging
I need to communicate a brand that goes beyond just feeding
people (meal for $1.92).
It speaks about transformation and being a part of something that
is bigger than yourself.
The donor is part of the solution of moving that person from crisis
to sanity and solution.
Donor Sensitivity
a. Lapse donor program that acknowledges the donors long
history with the mission
b. If they give, we don’t continue to mail lapse donor packages
Donor File
a. a.
I want to know what segment is getting what packages
b. b.
I want no surprises – I don’t want to learn second hand
about “roomates” with each getting an appeal
c.
c.
Timing – I want to be assured that drop dates are
being met and honored by your vendors.
Ease of Partnership
a. You will partner with us to create brand awareness
b. Time requirement – I no longer want to invest 80% of my
time in direct response marketing. I want to barely know
you exist.
Ted Talk
I think the current shortcoming of traditional rescue
mission direct response marketing is that it operates
from the “what” instead of the “why”
Why, How and What
always start with “why”
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_acti
on.html
History of
Homelessness
(Since 1980)
a.
b.
c.
d.
e.
f.
Many released from state homes
Homeless people flooded our streets
Reagan and Mitch Snyder – CCNV in DC
Rescue Missions and direct mail in mid 1980’s
2005 HUD’s 10 year plan to end homelessness
2014 Roll out of HUD’s Coordinated Services
Generational Shift
in Charitable Giving
a. The Greatest Generation - Ease human suffering
b. Boomers, Gen X, Millennial - End poverty
Shift in Advertising
Era of Logic
a. Scarcity of information- products based on
attributes in the1950’s-60’s
b. Whites whiter – fed more families, it vacuums hard
to reach places
Shift in Advertising
Era of Emotion
a. Make buyer feel something 1970’s-80’s
b. Car was freedom, jeans made you rebellious
(ex. Jordache jeans)
Shift in Advertising
Era of Significance
a. Why am I here?
b. Why does our “brand” exist?
c. Amazon enables freedom of choice;
Red Bull energizes the world.
What to Why on a
Blind Date
I am extremely rich
I have a big house and drive a beautiful car
I know lots of famous people
I’m on TV all the time, which is good because I’m
pretty good looking
I’ve actually done pretty well for mysel
Q – can we go on a second date?
Why to What on a
Blind Date
I get to wake up every morning and do what I love
I get to inspire people to do what inspires them
The best part is figuring all the different ways to do it
Amazingly, I’ve made a lot of money from it.
I bought a big house and have a nice car
I get to meet lots of famous people
I’m on TV all the time, which is fun because I’m good
looking. I’m very lucky.
Q – can we go on a second date?
What do we still invite
people to be part of?
What do we still invite
people to be part of?
A limited vision – feed and shelter
Why do we that?
Because it works
(or was that “worked”)
Widely regarded as the
“Father of Modern Management,”
Peter Drucker, in his book,
Managing the Nonprofit Organization, wrote
“a business has discharged its task when a customer buys a
product, pays for it, and is satisfied with it.
Government has discharged its functions when its policies are
effective.
The “nonprofit” institution neither supplies goods or services nor
controls. Its “product” is neither a pair of shoes nor an effective
regulation.
Its product is a changed human being.”
Donor Centric Model
a. Donor’s needs to impact the world
b. Resident’s needs to have their life changed
c. Rescue Mission plays “e-harmony”
Who did they come for
at MLK’s 1963
“I have a dream” speech?
Themselves
They bought into the vision that
discrimination was wrong and they
wanted to part of the solution.
What is our
“What”?
What is our “What”?
Feed
Shelter
What is our
“How”?
What is our “How”?
Life changing programs
Sharing the hope of Christ
What is our
“Why”?
What is our “Why”?
a. Return them as contributing members of society
b. I want to break the generational cycle of
destructive behavior and impact future generations
to come. (Exodus 20:6)
What to Why
We feed and shelter homeless people
WHAT
We provide life changing programs and
share the Gospel
HOW
We transform lives
WHY
Wanna donate?
Why to What
Everything we do, is driven by a passion to end and
prevent homelessness by addressing one of its root
causes – substance abuse
WHY
The way we do that is providing professional clinical
substance abuse services & share the Gospel HOW
We feed and shelter a lot of people
Wanna donate?
WHAT
Biology of the brain
Outer cortex answers the
Interior limbic section responds to the
“WHAT”
“WHY”
This is why a major donor can’t put into words
why they sacrificially give to your Mission
…or you are in love with someone
Theology of the brain
If our outer cortex answers the “WHAT” we believe & our
limbic section responds to the “WHY” we believe it…
WHY in Ephesians 3:18-19 is more important than WHAT
“That you may have the power to comprehend with all the
saints what is the bredth, and length and height and depth
and to know this love that surpasses knowledge, that you
may be filled to all the fullness of the measure of God.
PR & Direct Mail
Direct mail gives them a chance to respond to the
“WHAT” – 40 meals, 20 nights of shelter
PR, media interviews, public speaking, church
preaching, Sunday school classes, mission fairs,
donor meetings, gives us the chance to tell the “WHY”
Illus: CRM dorm renovations, Holiday meals
Law of Diffusion
Move past the “tipping point” - beyond 10% of people
that would give anyway
See Rescue Missions involved in the WHY portion of
ending homelessness –speaks to the Limbic portion of
the brain
Goal – they become committed to something that is
bigger than themselves (not you but ending
homelessness through the Rescue Mission)
HUD & Housing
WHAT
st
1
=
Rescue Missions &
Transformation = WHY
Who is this not about?
a. Us - Rescue Mission (we are a dating service)
What is this not about?
a. Easing human suffering
What is this really
about?
What is this really
about?
Marvin Olasky, author of “The Tragedy of American
Compassion” defined ministry in one word –
“Transformation”
Who is it about?
Our Donors
We invite them into God’s work of transformation
and find ourselves in ministry with them or
ministry to them.
Who is it about?
Our Residents
We watch the Good News of God’s love, grace and
mercy that is found in Jesus Christ change them from
the inside out.
In one word, what is
Rescue Minisitry about?
Transformation
When all is said and
done, who gets the
glory?
When all is said and
done, who gets the
glory?
God