January 14, 2015
At CARE for AIDS, we understand that the same activities done in the same way at the same scale as last year will produce similar if not worse outcomes.
Therefore, in order to achieve our goal of 27.5% growth in 2015, it will take bold and innovative strategies. But, as we began to create our ministry plan for 2015, we faced a familiar challenge. We had more ideas and opportunities than our team and resources could possibly execute. So, how do we decide which activities will be the best use of our limited resources? At this point in the conversation, it is easy to drift towards the strategies that are best suited toour skills and preferences, but we went a different direction.
We needed to first answer three simple questions:
- Who is our audience?
- What do they value?
- How can we deliver that to them?
Only after sufficiently answering those questions could we ask, “Based on our capacity and competencies, which of these values can we best fulfill for our supporters?”
We settled on three values that we hope to meet for current and prospective partners of CARE for AIDS in 2015. Under each of these values, there are at least a dozen strategies for delivering that value to you, our parters, but you will have to wait to find out what we have in store!
Our audience values that CARE for AIDS is:
- Accessible – Each person can know and be known by CARE for AIDS. They can access our team members and develop a personal relationship with us. This relationship not only builds trust, but it allows us to serve you and communicate to you according to your passions and preferences. On top of that, every person has the opportunity to visit Kenya and interact with the project and people firsthand. Despite our growth, we want to retain that small feeling as long as possible.
- Credible – This is particularly important for those who are encountering CARE for AIDS for the first time. The first impression is critical. Does this organization seem professional, knowledgeable, and reputable? Soon after, someone would be curious about our impact, leadership, and stewardship. They may also want CFA to be validated by a trusted third-party. We want to be prepared for the people seeking this confirmation of credibility, but nothing builds credibility faster than the endorsement of a friend. Therefore, in 2015, we will continue to equip you to be an ambassador on our behalf.
- Experiential – Instead of hosting events that simply communicate information about CARE for AIDS, we want to create environments for people to come to build community with likeminded people and/or receive content that is relevant to their life and leadership. Conveniently, this also satisfies the values of accessibility and credibility. You can expect to see some of our staple events in 2015 but keep an eye out for two or three new events that we think will add value to your life.
I was reminded recently of a simple phrase that Nancy Duarte uses in her book, Resonate. She reminds readers, “The audience is your hero.” You are our hero! We could not realize our vision of serving people in Kenya without your help. You add so much value to our lives and ministry. I hope we can do the same for you in 2015!