Finally, a hands-on outreach tool-kit written specifically for social entrepreneurs, non-profits and businesses who see a need and have the capacity and ability to fill it. Carolyn’s relationship-based approach to success focuses on building meaningful partnerships and connections to grow your venture. BEYOND MARKETING is packed with vital information and action steps you can start right away.
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Carolyn Campbell’s community-focused training, BEYOND MARKETING, is a wonderful resource that challenges nonprofits to rethink their marketing approach and empowers them to redirect outreach, focusing on people and community partnerships.
I like your honest and straight forward approach. You cut through the clutter and see with clarity into human intention and motivations in the business world. I also appreciate your whole-person perspective, that who we are and what we believe will affect our outcomes in our work. From a health behavior change background, I especially appreciate your use of theory – and its application in the business world. Usually we are stealing business ideas and applying them to health.
BEYOND MARKETING is the perfect tool for anyone working in the field of social change who needs to get the word out about their enterprise or project. Packed with worksheets, exercises, and insightful vignettes, this hands-on guide will help readers clarify their message, connect with their audience and plan for success.
Carolyn’s work not only inspires and motivates people to do and be their best, but also serves to focus each of us on what is most important about the work we do. Her outreach guidebook, Beyond Marketing, is both user-friendly and visionary, offering non-profits, social entrepreneurs and businesses practical tools for how to work in the world with clarity of purpose and strength of vision. From goal-setting to implementing an effective outreach plan, Carolyn’s work is invaluable for those who wish to build stronger community partnerships and make a meaningful impact in the world.
Businesses and organizations who have a powerful, inspiring mission achieve their goals in the most unbelievable ways. Even when they are a bit shaky on their vision and their business structure, their passion and conviction inspires people to help them fill in the gaps and provide the needed support.
What makes these organizations different? Their mission offers a story that resonates with our most fundamental human desires and deep yearnings. They touch the heart and offer hope. Using stories brings the core value of your work to the surface very quickly.
If mission statements are so important, why do people avoid them like the plague? To start with, many people get overwhelmed trying to ‘be everything for all people’. Others do so to avoid alienating certain people or being ostracized by others. And far too many have participated in mission seeking processes that beat the life out of their dream.
There is a better approach! Creating mission statements through stories can enliven the process and offer an ease-filled approach. How can you use story to create your mission?
To begin, gather people who will share inspiring stories that demonstrate the impact of your work. These stories will help you shape a mission that ignites interest and compels action.
Recently I worked with the Albany Cancer Resource Center, a newly formed non-profit board serving women undergoing treatment for cancer. To craft the mission, each member shared why they felt the center was critical to their community. They were all committed to providing a local resource center so women undergoing treatment wouldn’t have to leave the comfort and haven of their community.
The women then shared a brief story about a life experience they had– as a chemo patient, a caregiver or a health care provider. One woman shared the challenges she endured through multiple breast surgeries while trying to maintain her job. She shared how, during an important meeting, the socks she used to stuff her bra became dislodged and were poking outside her blouse throughout the meeting.
She laughed as she shared how her boss would give her little ’signals’ to let her know to tuck them back in. She wished that she had the support of healers and hairstylists who could help her adapt her image as her hair fell and how to maintain her feminine identity- an aspect of her care that most doctors didn’t know how to do.
Next, a therapist shared her experiences with a family so engulfed in their fear of losing their mother that they didn’t know what to do. She talked about the potential impact of creating a local support group so families could be with others facing similar emotional challenges.
A nurse was the last to share her story. She shared the challenges faced by her entire team. “There is a desperate need for support for caregivers,” she said. “When a woman dies, or a woman comes back and thanks us, it is emotional and challenging.”
With each story you could feel the conviction deepen, the value and need enriched.
As the women shared their stories, the others wrote down words or phrases that inspired them and adjectives that described the person’s experience. Afterwards, we read the words and phrases out loud, listing them on an overhead projection. Each person then used the template on the following page to describe the organization’s mission. Some were stronger in the beginning, others in the end. The language was ripe with need, purpose and personal connection. The executive director gathered all the statements and crafted a final version to share with her board.
If you have your own business, consider bringing together clients, colleagues and others who believe in your work and your vision. They can often find the words that elude you, the statements that reflect you. And when you’re done, send them your statement, and you too can have a team of invaluable supporters!
Organizations often have multiple levels of stakeholders and may need to address each of these in their mission. It is helpful to break these down rather than attempt to clutter your statement by trying to address too many stakeholders in one or two sentences.
For individual practitioners– Your mission may simply be for your direct clients.For a resource/care center: Your mission may be twofold- your commitment to your clientele as well as your practitioners and providers. For a non-profit: Your mission may include clientele, staff, stakeholders & donors.
For all, remember to consider the full community you serve.
By using stories, the mission-writing process can offer an enjoyable and memorable guidepost to staff, clients, partners and funding agencies who value your service. And don’t forget, your mission should have your ‘brand’ of language to personalize your specific approach. See the section on branding for more details.