The struggle is real.
For once, this blog post isn’t about branding. I mean, it’s always about branding, and by the end of this, I’ll find a way to tie it back into our core mission (helping Nonprofit Healthcare Organizations learn how to brand), but this is more about a core identity crisis effecting all NPHOs. I’ll explain:
This weekend, I was having dinner with a few friends and in the back of my mind, I knew I had to write a post for Pinpoint on Monday morning. Like so many of us, work looms over me when I’m not working. Pinpoint has become a passion project of mine, so I’m always thinking about it — trying to find real world situations in which Nonprofit Healthcare branding fits into the lives of regular people. So sitting among friends at the dinner table, I asked: “Do you guys know of any Nonprofit Healthcare Organizations in town?” To my left was an RN and directly across from me was a home health professional. Surely these two [if no one else] could name a few NPHOs of the tops of their heads. But everyone kind of looked at one another and shrugged.
“Don’t think so,” said the RN.
“Do you mean a local charity?” asked the Accountant to my right.
“Does the American Heart Association count?” wondered the PhD Candidate from the far end of the table.
I steered the conversation in a different direction, but kept my observation to myself: None of these educated, professional individuals understood what an NPHO is, let alone the fact that hundreds of them operate within a hundred-mile radius of the table. I couldn’t understand why. But worse, this realization opened up a giant hole in my dedicated mission to help differentiate one NPHO from another: How powerful can branding be when the public doesn’t even recognize what you are?
I’ve thought about this a lot, and I decided to break it down into honest, distilled categories: a problem and a solution. The problem is that members of the general public cannot easily identify a Nonprofit Healthcare Organization. You’re right there in the neighborhood, you’re active in the community, and people know you exist. But those people have no idea that you’re a Nonprofit Organization. So how do you fix this? And more importantly, why should you care.
Check back in next Tuesday when we explore a simple solution to a complicated problem.
(By the way, you can thank Serial for this cliffhanger format.)
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