Believe in the wonders of tomorrow!
Doesn’t that describe many of us who work for associations and other nonprofit organizations?
What happened? It abandoned its core vision and beliefs.
I thought of this as I watched Simon Sinek’s TED talk from his book, Start with WHY, How Great Leaders Inspire Action.
Sinek uses this “golden circle” to illustrate his points.
“By ‘why’, I mean: what’s your purpose? What’s your cause? What’s your belief? Why does your organization exist?
Having a clearly defined Why and emotionally connecting it with your audience moves the association forward.
Telling the organization’s story in a compelling way engages potential members who share your beliefs. Sinek suggests more people will “buy” (e.g., join) your organization if they know and share your “why.”
As Sinek says: “People don’t buy what you do, they buy why you do it.”
Which begs these questions for you:
- Do your members and prospects clearly know and understand your association’s “why?”
- Do you focus your communications and messages on your “why?”
- Do you create and share stories that reinforce your association’s “why?”