“Because solar panels.”

The Yves Robert Youth Hostel, where CiviCon Paris is happening this week, puts a lot of emphasis on its environmental stance.

Its home page proudly notes that it's "the only youth hostel powered 100% by solar panels".

But wait.

It's just a youth hostel.

A hostel is in the business of providing clean rooms near fun places at economy rates.

Why would they make such a big deal about their solar panels, if that's not their core business offering?

Only because: the people they serve care about it.

Here's the thing:

Your organization has its core mission, its reason to exist.

But that's not the only thing your supporters -- or your beneficiaries -- care about.

So by only telling the story of your core mission, you can miss out on a big chunk of the reasons people might want to participate in your work.

Sure you have a mission.

But what else is unique about you that people really care about?

Tell them about that.

Maybe even make it the first thing you tell them.

All the best,
A.