Marketing, Non Profit Innovation

Gaffe: When You Accidentally Tell the Truth

Journalist Michael Kinsley famously described a gaffe as “when a politician tells the truth – some obvious truth he isn’t supposed to say.”

The same thing happens in the non-profit world.

Exhibit A is this video from Mission Health, a large healthcare system in Asheville, North Carolina, where the CEO attempts to make the case for philanthropy.

http://scope.connectwithmhs.org/content/community-we-give-one-all-video

(scroll to the bottom to see the video)

This is what you hear from the CEO:

  • “Financial analysts consider us too small to survive in the long run.”
  • “Our margin is very thin.”
  • “Philanthropy has a 50 to 1 leveraging ratio compared to additional net revenue.”
  • “We lose money on more than 70% of the patients we serve.”
  • “It costs $4 million per day just to keep the doors open.”
  • “For us to raise $1 million in income, we would have to bill probably north of $100 million, and actually collect $50 million, just to net out that same $1 million.”

This is what you don’t hear: a single example of a patient helped by philanthropy.

Not.

A.

Single.

Example.

The truth that he was inadvertently sharing is this: “Our business model is failing, and we don’t have a clue how to fix it.  The healthcare system is broken and we don’t have the courage to challenge it.  Could you send us a few dollars so that we can postpone our inevitable collapse?”  

My mentor in communications, Marcia Silverman, famously used to say to clients “Sometimes you have a PR problem, and sometimes, you just have a problem.”

Mission Health – you have a problem!

And while we’re at it, Exhibit B, also from Mission Health.   Another video staring the CEO.  And only the CEO.  (Someone enjoys seeing himself on video!)

http://missionfutureready.org/

The first ¾ of the video is a recitation of bricks and mortar projects, followed by his assertion that their new initiative is about “far more than just bricks and mortar.”

Really?

Again, we never see, much less meet a patient or caregiver.  We do see construction sites and architects renderings of new facilities, which apparently is the sum of their “vision for the future.”  Another gaffe.

To be clear – I’m not suggesting Mission Health needs to fix its communications.

Mission Health needs to fix itself.

Anyone have any other cringe-worthy videos they want to share, where the truth is accidentally exposed?

Please send them to me and I’ll post.

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Branding, Marketing, Non Profit Innovation

Seize the Day

Last Thursday night, in one of the most electrifying moments of the Democratic National Convention, Khzir Khan, father of a Muslim U.S. soldier killed in combat, challenged Donald Trump by saying: “Have you even read the United States Constitution?” and then pulled his copy from his pocket, offering to send it to The Donald.  http://www.cnn.com/videos/politics/2016/07/29/dnc-convention-khizr-khan-father-of-us-muslim-soldier-entire-speech-sot.cnn

Less than 24 hours later, the ACLU launched a promotion giving away free pocket constitutions until election day in November – a very smart, low cost new member acquisition strategy.  http://www.huffingtonpost.com/entry/aclu-pocket-constitution_us_579e6a6fe4b08a8e8b5e6f45

Every non-profit should look at this move by the ACLU and ask themselves three questions:

  1. Do We Really Know Our Own Brand? The ACLU is so clear on their brand and what they stand for that they could see that moment during the convention and realize it was about them – their brand IS the constitution.   How many non-profits could do the same?   Sadly, not many.
  2. Are We Open to Good Ideas? I don’t know for certain, but I would bet that the idea to do the free pocket constitution promotion didn’t start at the top, but started somewhere in the middle of the organization, where most good ideas come from.   The ACLU’s culture apparently nurtures innovation, which also makes them rare.  Does yours?
  3. How Quickly Do We Make Decisions? Finally, to turn an idea around and be in the market in less than 24 hours requires very clear decision making authority dispersed throughout the organization.  Innovation often dies on the rocks of consensus.  But empowered decision makers can seize opportunities.   How quickly can your organization turn around a big idea?

On the back end, the ACLU had the infrastructure to take advantage of this.  Promote through social media, fulfill through an online store, and then seamlessly integrate acquired names into a communications program.  (I’ve already started receiving well-crafted emails.)

When your moment comes, and you’re suddenly thrust into the spotlight, will you be able to seize the opportunity?   If not, then get to work now.  Before it’s too late.

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