Saying your organization “makes a difference” doesn’t fly anymore. You have to show people the difference you’re making by sharing what you’ve done right.
Potential advocates and donors are most interested in the long-lasting impact you’re making on the individuals and communities you serve. The more measurable results and outcomes you can document, the better you appear to the people you’re looking to for support. So show them!
There’s a movement of transparency among many brands in industries across the board. From your neighborhood walk-in clinic to the ice cream you buy from Whole Foods, companies want you to know that they’ve got nothing to hide! And that has everything to do with owning a business in a technology-obsessed world. Because sooner or later, secrets always come to light.
This is a good thing because it encourages good business ethics and practices. The more information you are sharing, the more opportunities you’ve got to make a good impression. So when it comes to operating a healthcare organization, you’ve got to come up with tangible, clear evidence that you’re making a difference.
Measure your outcomes, report your success’ to the public, and then take action based on your findings. Sharing your outcomes benefits your organization in two ways:
1. Sharing Outcomes Establishes Credibility
Being transparent ensures everyone [namely, your donors] that funds and investments are being adequately utilized. You see the numbers, they see numbers, and there’s no mystery or question. This type of transparency can also help you plan for a realistic future with the guidance of your supporters. They can help rally the troops if you’re in need or share with others about their involvement in your success. Most importantly, it establishes trust. You become the honest healthcare brand that puts it all out there.
2. Sharing Outcomes Inspires Improved Staff Performance
The outcomes are in black and white and [good or bad] they have a team behind them. If things are looking bad, then you can see where the accountability lies and take action. If the outcomes look good, employees will feel ownership of it and you’ll feel the good vibes. The point is that your team is more likely to perform with conviction if they know their results will be shared with the public. No one wants to look bad, so you’re going to work harder to avoid that.
The most important piece of the process is the last one: take action based on your findings. After sorting through the data, make some decisions about what does and doesn’t work, and improvements must be made continually. It’s a cycle, and change is the only way you improve.
Bottom Line: Sharing your outcomes is the first step to being more transparent. And once you take that first step, you’ll see results from the inside out.
Download our Educating Your Supporters eBook and learn more about how to get people more invested in your NPHO.
Register for our next FREE 30-minute branding webinar and learn how Search Engine Optimization impacts your brand!