I had the distinct pleasure this past week to attend an annual fundraising breakfast for a local non-profit that provides critical services to the homeless, addicted and mentally ill.
 
Over the course of the 2-hour event, it became abundantly clear that one of the most unique aspects of this agency is that its doors are always open. No one is ever turned away, asked to come back in a week, or simply ignored out of convenience to staff and volunteers.  This agency’s mission begins the moment clients walk through the front door after having made the difficult decision to take back control of their lives.
 
Aside from being in complete awe of the incredible dedication the agency has made to Seattle-area individuals and families, I couldn’t help but notice how many times I heard people talking about its open-door policy. In a way, it defined the event program, ultimately giving the 200 or so attendees yet another compelling reason to pull out their check books and financially support the organization.
 
It was obvious to me that the agency had decided long ago that this would be a key differentiator between itself and other non-profits, often times competing for a limited pool of financial resources. And it was also apparent that its open-door policy was something the agency talked about often with its clients. But to call it an organizational “key message” isn’t entirely fair. The agency serves everyone who needs the help, no matter the individual’s particular circumstances. That policy has become so closely aligned with the agency’s brand that its staff likely never has to even say it out loud for the message to be delivered effectively. In fact, on this day, it was clients and donors — not staff — who were touting the agency’s open-door policy.
 
Supporting words with actions is imperative for any organization seeking to advance its brand in the hearts and minds of its customers. That’s just as true for small non-profits as multi-billion-dollar corporations. A key message will always ring hollow when the actual customer experience differs. And while it’s important to be strategic, the best key messages are those that reflect an organization’s purpose in a wholly authentic way. Those are the types of messages that generate new and repeat business and, in this case, an ongoing stream of financial support that keeps the doors open to courageous individuals starting a new chapter in their lives.
 
– Richard Kendall