FINE PRINT

 

While flying the friendly skies has become a routine part of my life, I still don’t take safety for granted (code for, “I am still afraid”). Like most folks, I pay little attention to the pre-flight safety instructions, but I do look for the nearest exit and – if seated in an exit row – which way to throw the window in the event of an emergency.

I was a little taken aback on a recent flight. The attendant giving instructions was speaking so fast I had no idea what she was saying. It was then I realized what had happened: safety instructions have become the fine print.

You know, that tiny print on an advertisement for your allergy medicine or public Wi-Fi terms and conditions. No one reads it or pays attention, but there’s a reason it’s there: it’s important. The fine print talks about side effects, safety, and security. Yet it’s relegated to 5 point font – and in the case of this flight attendant – the verbal legibility of Charlie Brown’s teacher.

How about us? Has our mission or message become the fine print? Have we talked about our organization so many times we just blah blah blah through the conversation and don’t think about the importance of the message – especially to someone hearing it for the first time?

Think about this:

  • When we give new board or campaign leaders job descriptions do we gloss over them and later wonder why they aren’t carrying out the assigned responsibilities?
  • Do we assume that people know who we are and what we stand for but when it comes down to a real understanding of our mission, donors and supporters still don’t get it?
  • Do we wonder why many of our staff see us as a job but bring little passion to it?
  • Is your organization struggling to focus? Moving in directions that don’t align with your purpose? Maybe your mission has become the fine print.

Take a big step back and spend the time to look at your materials and listen to your messages. Get out the big black Sharpie and in big, bold letters share your important message that, over time, have become fine print.

Posted by Thom Peters
Thom Peters

Written by Thom Peters

A fascination with people and service has been the essential driving force behind Thom’s work with local and national non-profit organizations. Thom’s career in service began with his first summer as a YMCA camp counselor in college. From there, he went on to build a 30-year career within the not-for-profit arena.

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