In marketing terms, a value proposition is a clear statement of what a company or organization offers its clients. Like most things in life, simplicity is the key to clarity. The more focused the value proposition, the more effective the resulting communication.

The most powerful statement in the world will lead nowhere, however, if your value proposition is in direct contrast to your organization’s core and culture. Nothing breeds disillusionment among your staff and volunteers (and your donors!) than the rank whiff of disconnect. An organization’s culture, sometimes defined as how people behave when they think no one is looking, needs to be authentic and in tune to resonate. Inconsistency is the greatest demoralizer. Organizations that live their values are:

• authentic - act and do as they say they do
• receptive - actively interested in their donors’ and staff needs and interests
• giving - focused on the needs of their clients first
• prosperous - attract supporters and partners

What I have come to realize over the past few years is that there is no longer any generalization in public relations and communications. Technology, market forces and demographics have transformed my profession. This signals that the tide has turned within the marketplace and all of its sectors.

What this means to organizations is that the old rules no longer apply. The trusted bag of communications tricks is no longer effective. One industry person commented at a seminar I attended recently that media releases (you may still be calling them news releases) are now considered the lowest life form of public relations. But this is the tool most organizations rely upon to get the word out.

If your communications efforts are at the lower end of the food chain, it’s time to think about how you can avoid being gobbled up… more to follow. Watch this space.

When the Winnipeg Free Press newspaper published their June 4 edition on pink newsprint, they made history and at least $10,000 for breast cancer research. The newspaper was the first in North America to print on coloured paper in the name of a cause. Response has been fabulous according to editor Margo Goodhand.

“Pink” has become synonymous with ”breast cancer”, and you can buy everything from post-it notes to kitchen utensils in pink, with a portion of profits going to the Canadian Breast Cancer Foundation. There is debate about how much actually goes to charity, versus lines the pockets of the merchandisers (if you want to learn more about that, read the 2006 book by Queens University professor Samantha King Pink Ribbons Inc.: Breast Cancer and the Politics of Philanthropy).

But one thing can’t be disputed - the power of the pink brand. Even a young child knows what it stands for. So how can you achieve mass awareness, as the CBCF has done? Well, other than lots of advertising and third-party agreements, you can’t argue with the power of longevity and perseverance.

Many nonprofits fall victim to the temptation of jumping on the latest bandwagon, and abandoning what they have started. They do not stick with a valid strategy and message, thinking the change in the message or aiming it at someone else will make the difference. This does not work, and never will. Providing you have a sound objective, and that you know a lot about your audience, staying on your course will work better over time than many stops and restarts.