Your point of view should be compelling, results-oriented and fulfill an audience or consumer need. Your organization’s strategic plan, mission and values should all support your point of view.
A strong perspective on solving community problems led United Way to its unwavering commitment to create a healthy community where all kids graduate from school and individuals and families are financially stable.
United Way of Greater Cleveland can create lasting change in education, income and health by working collaboratively and strategically with diverse organizations and individuals to solve complex community problems.
That’s our point of view. It’s research-driven and proven to create impact. Our organizational point of view intrigues and motivates our audience of donors, volunteers and advocates to be part of community change. We have transitioned our nonprofit to fully engage in implementing our organizational point of view.
Defining and developing your perspective
Defining your point of view can position you as an expert on timely trends and industry issues. Your perspective outlines a business problem and offers unconventional solutions to solve it.
Your point of view should be substantiated with practical and clear rationale to address concerns your target audience has about your product or service. Support your perspective with relevant and valid examples of other communities or corporations that have solved the problem your way and generated significant outcomes.
Focus your point of view by narrowing the scope of your expertise. Research and develop additional points of view to support your overall mission. At United Way, we have specific and measurable priorities for our community, our kids and their families in each impact area.
In addition to communicating your business’ purpose and values, a clearly-defined perspective attracts attention. It opens the door for enhancing existing relationships and starting new and mutually-beneficial partnerships with like-minded individuals and organizations.
Immovable perspective
In the nonprofit sector, donors and volunteers require more. They want an engaging role in their philanthropy. Our audience wants to see quick wins in their commitment to a long-term vision. And the communities we serve sometimes have needs far beyond our mission statement.
One of the most challenging things about leading a nonprofit is the fact that your organization can’t be all things to all people.
John Kotter, the authority on leadership and change, said in his book “Leading Change,”don’t let up. Your organizational point of view lets your audience know where you stand and the depth of your capabilities. It’s your stake in the ground; your line in the sand.
Committing to an unwavering position in your business is advantageous. A point of view provides audiences with insight into organizational priorities. It creates a sense of urgency around your goals and motivates your audience to take immediate action. And your point of view can shift your audience from passive to active.
We took a bold and steadfast position at United Way — to advance education, income and health in our community. With our new approach, we expect to deepen our base of support — engaging more members of our community to give, advocate and volunteer.
