The two primary reasons Coca-Cola and Chevrolet advertise so much and so consistently are:
1. P eople forget, and
2. Competitors, in one form or another, lurk everywhere.
If I were a regular consumer of Coke, I’d not likely forget the name of the product. However, I might be influenced by the tantalizing appeal of “new, lemon-kissed Dr. Pepper,” if I were constantly exposed to its ads, especially if they carried the tagline: “One sip—and you’ll never go back!” Even a confirmed Coke drinker might eventually be intrigued enough to try it, and that’s not what the folks at Coca-
Cola want to have happen.
On the other hand, we don’t buy a new car every day. Chevrolet and other brands advertise constantly so that when we finally are in the market for a new car, they’ll have a top-of-mind presence in our brains.
I mention this pretty obvious fact of life because I spend a large part of my own time working with a wide variety of nonprofit organizations. It frustrates me to see, over and over again, the many great programs and causes that are never able to achieve their full potential because of the lack of resources to maintain a reasonable level of visibility.
At endless numbers of cultural and educational and social-service organizations, both staff and volunteers identify needs, then create programs to address those needs. The result is that our community is stronger and better served. In many instances, people’s lives are enriched, are changed, are touched.
But then, all too often, the project/program/initiative fails to reach its potential, at best—or, at worst, just runs out of steam and dies. Sometimes that’s because the concept simply wasn’t viable; but sometimes it’s because too few people were aware of it, and that’s a shame.
It’s a common problem. We give money to support an initiative at a school or cultural institution. The idea makes sense and the backers have done their homework. But then that’s the last we hear about it, though it’s usually not because it’s not working out. We forget about it because there isn’t enough money or staff time or volunteer help to keep us up-to-date—and, at the same time, ask for our additional support and contributions.
If we know a program we have supported is succeeding, most of us would at least consider additional support. But we’re not kept informed and we’re not asked, and that’s when a potentially worthwhile program can suddenly find itself at risk.
Here’s one example. Two years ago, Gene Sit, a remarkable citizen whose life motto might well be, “Care about others and give back to the community,” saw a glaring need. (Sit is the CEO of Sit Investment Associates, Inc., an asset management firm based in Minneapolis.) In a nonpartisan, nonpolitical way, he wanted to say thanks to the Minnesota military personnel and their families who are making enormous sacrifices in the current wars. So he started a program that grants $5,000 to the families of those Minnesotans killed in combat, $2,000 to $10,000 to those who are wounded, and $500 to all who serve in a combat zone. There’s no catch, only a word of thanks and a check.
His Minnesotans’ Military Appreciation Fund has awarded nearly 6,000 grants, totaling some $4 million. The funding, all raised privately, is never enough. And this spring, 800 more Minnesota National Guard members are scheduled for deployment.
After an initial spurt of publicity, this extraordinary program finds it hard to create the awareness that can result in more contributions, and they’re concerned the needs might overwhelm the funds now available. It’s the same dilemma hundreds of other organizations and programs, all doing good, are facing. It’s not fair, and it’s frustrating, and it’s the way it is.
By the way, the Minnesotans’ Military Appreciation Fund phone number is 877-668-4269, and it would welcome your help.
