For non-profit/advocacy firms, it's easy to get so wrapped up in your cause that you lose sight of your message: the thing that makes you who you are. Those who know who they are, who know what they bring out in their audience, they are the ones who thrive. Every good organization must be aware of who it is, what it offers, and what it's saying. Some call it an elevator pitch, sure. But it's more than that. It's knowing what matters to you, what you hold dear, and how you reach your audience. This is, in many ways, the company manifesto. But you need to dive even deeper.

What are you going after? What matters to you? What are you selling? What is the point/heart/soul of your organization? What do you offer that gets your audience to see who you are?

Great organizations are built on the backs of clear and concise messaging. This trickles down to every facet of the business. How do your leaders lead? Do your employees know what they are saying? Do your donors see the benefit in giving? How are you reaching them? And how are you doing it in a way that resonates? It all starts with a message. Who are you? What are you selling? What do you offer? How do you inspire your donors? What is your cause?

Sometimes, you can move so fast that you don't take the time to really think about your company. It may sound crazy to think this, but it's true. Asking real questions about your organization takes courage. Every organization evolves. Very few organizations are in the same place today that they were when they were just a business plan and a dream.

Take the time to really consider these questions. You'll be lucky you did.