Don’t Bury the Lead

Image: FreeDigitalPhotos.net
Image: FreeDigitalPhotos.net

I watched as several nonprofits were interviewed on TV recently. As I often do, I passionately expressed my frustration. This is also known as yelling at a TV that can’t hear me (at least that’s what my husband calls it). Why, you ask? I’ll explain.

A reporter started with the question, “what does your organization do?” There it is: the million dollar question, the one we’ve all been dying to answer on television. I experienced great disappointment as the nonprofit’s spokesperson told us how long they’ve been in existence, how many people they work with and that they are a 501(c)3. Finally, she got to the answer: they create jobs. She should have started with that! That’s what they do. That’s how they change the world.

How do you answer that question? You probably don’t have many opportunities to answer it on live TV but how do you answer it on any given day?

Here’s advice the advice I was shouting at my TV: don’t bury the lead! What is your lead? What is it that you really do to change the world? Do you save lives, rescue animals, teach kids to read? Start with that. Figure out how to say it in the most succinct and dramatic way.

Remember that most people aren’t inspired by how long you’ve been around, how many people you serve or the fact that the IRS granted you tax exempt status. What inspires them? How you are changing the world. Be sure that is the first thing you say. I strongly believe the best way to convey how you change the world is by a quick story that illustrates that in a real life.

“Bury the lead” is an expression from journalism. It applies in many situations: copywriting, social media. If you’d like to read more about that, check out this blog post from Socialmediatoday.com, “Keys to Copywriting: Don’t Bury the Lead.”

If you’re not sure if you are able to tell your story this way, practice on the next person who asks about what’s going on in your life. Tell them about the good work of your organization and see how they respond. Then ask them what they think. You’ll be amazed at what you learn.

Originally posted on the Nonprofit Leadership Center of Tampa Bay blog.

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