GET OUT!

Beware the lure of the big one

When I directed Shepherd's Fold Ranch I would often fall prey to wishing for that one big donor or that one big group that would swoop in and in one easy step, solve all my problems. We even joked that we didn't need a lot of campers, we just needed a couple to pay a million each! Pretty pathetic, huh?

But admit it, you've probably harbored similar thoughts. If you could just recruit that one donor that would unload a tub full of money on your ministry you'd be set. If you could just find that one mega church who would begin to direct all their groups to your camp...their men, their women, their youth, their seniors and singles...you'd have it made. No more striving for every last buck. And of course the unwritten...no more relying on faith!

I used to pray hard for the big one. Then one day, I felt that God reminded me of the story in the New Testament where Peter had been fishing all night and returned to the dock empty-handed (or empty-netted). Jesus was there to meet him and immediately directed him to head back out and throw his nets on the other side of the boat. As you know...Peter immediately caught a net-breaking, boat-sinking load of fish.

I began to see how Jesus met Peter's need, not by one big fish, but by hundreds and thousands of smaller fish. Peter didn't catch a single whale, he caught an entire school of fish. Now think about the successful ministries or churches or camps that you know. Are they successful because of one or two big fish or because of many smaller fish?

Think about the recent presidential race. Regardless of your politics, you'll have to admit that Obama won because he was successful in identifying and connecting with thousands and millions of young voters. In fact, statistics reveal that the vast majority of first-time voters voted for Obama. He was successful, not because of the big influence brokers (other than perhaps the media), he was successful because of all the college students and Gen X voters knocking on doors, working phone banks, giving rides to the polls, or voluteering in one of hundreds of different ways.

So if you were going to go out today and try to connect with hundreds and thousands of people, how would you do it? Would you design a brochure or schedule some church appearances or set up some neighborhood desserts? Sure, you could do those things but you are sitting on one of the most powerful "connection" tools in the history of man...the Internet and the simple desktop computer.

Ministries and businesses alike are connecting with their "tribe" like never before using tools like Facebook and Twitter. They are growing their tribe and tightening their tribe every single day by identifying those things the tribe cares about and talking about them.

You might be able to find that one benefactor who will underwrite your programs and facilities. Sure, you might be able to connect with that one mega church who will single-handedly come along and fill your beds. But chances are, you are more likely to find the success (and fulfillment) you desire and need by connecting with those who care about you most and putting tools in their hands to spread the word. 

Online social networking isn't just for college and high school students anymore. Is it time you made the connection?

Still unconvinced?

I know what you're thinking. The web has grown about as much as it's going to grow. Our web site is pretty good as it is. Sure some of the links don't work and there's a couple of pictures that are a little out of date...oh, and yeah, we still have our Summer 08 schedule up but hey, it's no big deal. 

There's no need to upgrade our computer or our cell phone or our online registration. It's working just fine. There's no need to start a Facebook page for camp or for our donors or for our staff. There's no need to raise our budget for web maintenance and development or hire someone who will be responsible for our online presence. 

Are you still unconvinced about the groundswell? Are you still unconvinced about the power of the tribe? Are you still unconvinced about the power of your online message or about the need to be a part of the online conversations going on about you right this minute?

Watch this (thanks to the Wizard):

 

No worries. If you want to keep your head in the sand, just don't watch the video. Ignorance is bliss.

Does your marketing "Collide?"

I was busy working at the desk today listening to Pandora on my computer. One of my favorite Pandora stations is John Mayer. I was dutifully working when a great song came on..."Collide" by Howie Day.

This particular version was the live version from his Live from... album. (Apologies, I tried to find a video of the performace but couldn't) This was a great live performance from a concert in Las Vegas. He was singing and you can hear the audience singing along with him in the background.

Then something magical (to me) happened. He simply says "come on" and he stops singing and the crowd takes over singing the lyrics along with his band. I immediately thought how rewarding that must be. Here's a song that you wrote and that at one time only lived in your head. You wrote it (Day co-wrote the song with Kevin Griffin) down on paper, put music with it. Practiced it. Lived with it. Got familiar with it. Then you performed it and shared it with the world.

Then the next magical thing happened. The world learned your song and started singing it. Not only did they start to sing it, they made it part of their own world, part of their own story. They weaved it into their own song. I wouldn't be surprised if that's one of the most rewarding things for a musician...to hear people he (or she) doesn't even know singing your song.

Of course that's the goal of every marketer. You come up with a story, a message about your cause, your ministry or mission or product. You long to hear people talking about it, sharing the story, on their own without prompting from you.

As a camping person, you have an incredibly powerful "product." A product that people are passionate about. A product that touches people deeply and profoundly. People love to talk about that...they love to share those kinds of stories with others.

Are you doing a good job of writing those things down so others can easily share them. Remember one job of a good marketer is to create "handles" so others can easily pick it up and share it with others. What are you writing on the hearts of your tribe? What part of YOU is living inside THEM?

The Power of Words

I'm really not too sure what is more powerful, the spoken word or the written word. I suppose arguments can be made for both...the spoken word can be more easily infused with emotion but the written word is a word that remains and can be passed on. Oh well, the debate won't be settled here.

I don't know who said it first, (so I'll just attribute the quote to the guy I heard say it...Roy Williams) but it has been said that writing for advertising is the second most profitable way for writers to make a living...the first being ransom notes.

For those of you who fashion yourselves writers there's this post from Alan Rinzler.