Monday, 16 July 2012

Nice organisation shame about the personality

After the highs and lows of Wimbledon my take away, other than that Andy Murray is a great player and will one day win a Grand Slam final - is the value and importance of revealing your personality, revealing a little more of yourself.  It certainly did Andy Murray no harm and I think as a consequence he will go on to attract a legion of fans that he might not have had. And I think personally, maybe showing a bit more personality could be just as useful for an organisation.   

Some of you may say that I am talking about brand.  And I'd say no, that is not what I am talking about.  No number of descriptors or secondary fonts and colours can replicate what I am talking about and that is the human side of what you do and the why you do it. 

The reason why I say this, is that before Andy Murray's emotional speech on Sunday - he was merely a British sportsman who the nation had pinned their hopes on yet again, to do something that no other British sports man had done in so many years.  I am not sure he was loved as a personality, or even liked.  He was perceived as a little surly and a little distant.  His speech changed that and it made people see Andy Murray in a different light. 

So for a charity what does that mean? Well two of the charities I can think off that are often referenced for their great communications are charity: water and Childs i Foundation however, as well as the great cause and the great work being undertaken the organisational personality is very visible or rather the personality of the founders are out there for all to admire.

Most of us know the story behind the two charities.  Many of us have been on that journey from the beginning and that is a crucial thing. We have been able to be  on that journey - because we have been there from the beginning. Because  the passion and perseverance of Lucy Buck and Scott Harrison has in some way been as important as whether the supporter journey is right or whether there is a retention strategy in place.

Both of them feature on their websites and indeed on Charity Water there is a section on the founder and a lovely, heartfelt summary of what lead Scott Harrison to where he is now.  Interestingly, in many other charity websites I found the passion and raison d'etre of the organisation consigned to history - quite literally.  Interesting stuff sure thing, but in no way is it presented in a way that is something to latch on to or be propelled along by.

To many members of the public, charitable organisations are blurring into one, it is the provenance of your cause that could help make that distinction - so tell your story as if it is a continuing fight - things may have changed in how you work and the founders may have long gone - but it is about imparting that passion and single mindedness, the personality in a way that grabs people today and to them feels as though they have just joined something exciting, relevant and that will change the world.

Thanks as ever for dropping by.

No comments:

Post a Comment