What vs. Why

MessagingI need to communicate a brand that goes beyond just

feeding people (meal for $1.92).

It speaks about transformation and being a part of something that is bigger than yourself.

The donor is part of the solution of moving that person

from crisis to sanity and solution.

Donor Sensitivitya. Lapse donor program that acknowledges the donors

long history with the mission

b. If they give, we don’t continue to mail lapse donor packages

Donor Filea. a. I want to know what segment is getting what

packages

b. b. I want no surprises – I don’t want to learn second hand about “roomates” with each getting an appeal

c. c. Timing – I want to be assured that drop dates are being met and honored by your vendors.

Ease of Partnershipa. You will partner with us to create brand awareness

b. Time requirement – I no longer want to invest 80% of my time in direct response marketing. I want

to barely know you exist.

Ted Talk

I think the current shortcoming of traditional rescue mission direct response marketing is

that it operates from the “what” instead of the “why”

Why, How and Whatalways start with “why”

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

History of Homelessness

(Since 1980)

a. Many released from state homesb. Homeless people flooded our streetsc. Reagan and Mitch Snyder – CCNV in DCd. Rescue Missions and direct mail in mid

1980’se. 2005 HUD’s 10 year plan to end

homelessnessf. 2014 Roll out of HUD’s Coordinated Services

Generational Shift in Charitable Giving

a. The Greatest Generation - Ease human suffering

b. Boomers, Gen X, Millennial - End poverty

Shift in Advertising Era of Logic

a. Scarcity of information- products based on attributes in the1950’s-60’s

b. Whites whiter – fed more families, it vacuums hard to reach places

Shift in Advertising Era of Emotion

a. Make buyer feel something 1970’s-80’s

b. Car was freedom, jeans made you rebellious (ex. Jordache jeans)

Shift in Advertising Era of Significance

a. Why am I here?

b. Why does our “brand” exist?

c. Amazon enables freedom of choice; Red Bull energizes the world.

What to Why on a Blind Date

I am extremely richI have a big house and drive a beautiful carI know lots of famous peopleI’m on TV all the time, which is good because I’m pretty good lookingI’ve actually done pretty well for mysel Q – can we go on a second date?

Why to What on a Blind Date

I get to wake up every morning and do what I loveI get to inspire people to do what inspires themThe best part is figuring all the different ways to do it Amazingly, I’ve made a lot of money from it.I bought a big house and have a nice carI get to meet lots of famous peopleI’m on TV all the time, which is fun because I’m good looking. I’m very lucky. Q – can we go on a second date?

What do we still invite people to be

part of?

What do we still invite people to be

part of?A limited vision – feed and

shelter

Why do we that?

Because it works

(or was that “worked”)

Widely regarded as the “Father of Modern Management,”

Peter Drucker, in his book, Managing the Nonprofit Organization,

wrote

“a business has discharged its task when a customer buys a product, pays for it, and is satisfied with it. Government has discharged its functions when its

policies are effective.

The “nonprofit” institution neither supplies goods or services nor controls. Its “product” is neither a pair of

shoes nor an effective regulation.

Its product is a changed human being.”

Donor Centric Model

a. Donor’s needs to impact the world

b. Resident’s needs to have their life changed

c. Rescue Mission plays “e-harmony”

Who did they come for at MLK’s 1963

“I have a dream” speech?

Themselves

They bought into the vision that discrimination was wrong and they wanted to part of the solution.

What is our

“What”?

What is our “What”?

Feed

Shelter

What is our

“How”?

What is our “How”?

Life changing programs

Sharing the hope of Christ

What is our

“Why”?

What is our “Why”?a. Return them as contributing members of

society

b. I want to break the generational cycle of destructive behavior and impact future generations to come. (Exodus 20:6)

What to WhyWe feed and shelter homeless people WHAT

We provide life changing programs and share the Gospel HOW

We transform livesWHY

Wanna donate?

Why to WhatEverything we do, is driven by a passion to end and prevent homelessness by addressing one of its root causes – substance abuse WHY

The way we do that is providing professional clinical substance abuse services & share the Gospel HOW

We feed and shelter a lot of people WHAT

Wanna donate?

Biology of the brain

Outer cortex answers the “WHAT”

Interior limbic section responds to the “WHY”

This is why a major donor can’t put into words why they sacrificially give to your Mission

…or you are in love with someone

Theology of the brain

If our outer cortex answers the “WHAT” we believe & our limbic section responds to the “WHY” we believe it…

WHY in Ephesians 3:18-19 is more important than WHAT

“That you may have the power to comprehend with all the saints what is the bredth, and length and height and depth and to know this love that surpasses knowledge, that you may be filled to all the fullness of the measure of God.

PR & Direct MailDirect mail gives them a chance to respond to the “WHAT” – 40 meals, 20 nights of shelter

PR, media interviews, public speaking, church preaching, Sunday school classes, mission fairs, donor meetings, gives us the chance to tell the “WHY”

Illus: CRM dorm renovations, Holiday meals

Law of DiffusionMove past the “tipping point” - beyond 10% of people that would give anyway

See Rescue Missions involved in the WHY portion of ending homelessness –speaks to the Limbic portion of the brain

Goal – they become committed to something that is bigger than themselves (not you but ending homelessness through the Rescue Mission)

HUD & Housing 1st = WHAT

Rescue Missions & Transformation =

WHY

Who is this not about?

a. Us - Rescue Mission (we are a dating service)

What is this not about?

a. Easing human suffering

What is this really about?

What is this really about?

Marvin Olasky, author of “The Tragedy of American Compassion” defined ministry in one

word –

“Transformation”

Who is it about?

Our Donors

We invite them into God’s work of transformation

and find ourselves in ministry with them or ministry to them.

Who is it about?

Our Residents

We watch the Good News of God’s love, grace and mercy that is found in Jesus Christ change

them from the inside out.

In one word, what is Rescue Minisitry

about?

Transformation

When all is said and done, who gets the

glory?

When all is said and done, who gets the

glory?

God