Flipping the Funnel: Non-Profit Edition (3 of 12)
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Flipping the Funnel: Non-Profit Edition by Seth Godin. Copyright 2006 by Do You Zoom, Inc.
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They Don’t Care (They Don’t Have To)
Most of your friends and supporters don’t talk about you.
In many cases, it’s because they’re unimpressed. Somewhere along the way, your organization put fundraising or bureaucracy ahead of relationships. Or you created something that was just fine, but not remarkable. Or you’re in a sector where the customers just don’t care that much. (When was the last time you talked about the Junior League?)
But what about those members that are impressed? Whom do they tell? Do they do it often? Do they do it with leverage, or do their goodwill and good words get dissipated quickly?
The challenge you face is that people don’t care about you. They care about themselves, which is pretty natural. So someone is unlikely to expend a lot of time and energy and personal branding effort to promote your cause—it’s too much work and there’s nothing in it for them (at least not yet).
Even then, once you overcome those hurdles, your fan club’s meager efforts on your behalf (which seem huge) rarely catch fire. Not loud enough, not often enough, too short-lived.
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