#2 Be Different

A crucial question that you need to ask yourself is: “What sets us apart?” Why would an individual be involved with your organization instead of someone else doing similar things, or similarly laudable things? Why would media take note of you instead of someone else? What would a volunteer, a donor, or a reporter say is unique about your organization?

A term coined by a marketing book was “differentiate or die.” In the consumer world, they call this unique element, the unique selling proposition (USP). Non-profits need to create a unique proposition, as well, and although you are not selling products, you are persuading people to your cause or position. To gain the right to do so, you will often need to show a very busy public why they should listen to you rather than someone else.

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