From Chapter 8
Community Relations

Put it before them briefly so they will read it, clearly so they will appreciate it, picturesquely so they will remember it, and above all accurately so they will be guided by its light. — Joseph Pulitzer

As a Rotary Club member, I volunteer as a bell-ringer for the Salvation Army each Christmas. That allows me to ask donors what they know about the Salvation Army. The typical answer is: "I'm not sure exactly what they do, but they help lots of people." Achieving that kind of response is the goal of community relations. It involves image-building.

The end result is a little bit like saying: "I couldn't tell you the recipe for Coca-Cola, but it's the number-one drink in the world and I sure enjoy it."

Building a positive image for the organization is more important than you may realize. When the community appreciates and respects your mission and your good work, you're ahead of the game in terms of developing essential resources and support.

Consider how many times you've picked up a local newspaper and read that a member of the community made a six-figure donation to the American Red Cross, Salvation Army, or Goodwill Industries. And instead of money, the donation might have been property, stocks, or other assets.

Thanks to good community relations, the organizations I've named have attained the exalted status of becoming a household name. Deservedly so! The Melwoods of the world can and should do the same, even if on a smaller scale.

Let's back up a bit and define "community." The word refers to many communities: individuals, peer organizations, government agencies, private industry, and of course the cities and towns around you. Other communities may figure into the picture as well. With organizations like Melwood, for example, families are a special community. Each of these constituencies must believe that your organization meets a critical human need. It's your job to convince them. Let me review some key ways to build your image . . . .