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[Music] what is it that makes people support a particular social cause what is it that makes people donate to nonprofit organizations have you ever stopped to consider this I do a lot of work with nonprofit organizations and I help people involve with those organizations to develop messages that are clear and concise the key to talking about a nonprofit or talking about a social cause is to make the abstract as real as you possibly can in other words you have to take your passion the passion that that drives you to donate your time your money whatever the case may be but that passion that you have for that nonprofit organization you have to convey that to your listener in a way that's that's concrete and that's not easy to do wouldn't it be great if there was a way that you could literally put your passion in the palm of someone's hand that you could literally give them the same feeling that you have that that that drove you to make whatever commitment you've made to the nonprofit and share that with them it may not compel them to action but at the very least you'll be clear on what it is that matters to you take for example the Arthritis Foundation arthritis is a disease that takes many different shapes it afflicts over 60 million Americans the majority of which are women and interestingly enough over 2third of the people afflicted by arthritis are actually under the age of 65 now this information is available on the Center for Disease Control website you can find it on the Arthritis Foundation website it's it's everywhere these are the statistics related to arthritis and it's not hard to get people to agree that arthritis is a horrible disease and we should do whatever we can to help those that are afflicted by that disease but how does that make a commitment that's personal how does that create a story that really connects with your listener so in this video let me share with you how you can literally put your passion in some someone else's hand so that you can really share that connection even when it's around a a concept that might be considered somewhat abstract you see it's difficult with nonprofit organizations to create a marketing or branding message whether it's in print online or in person because nonprofit organizations represent Concepts which in many ways are are abstract let me share with you a little bit about what the Arthritis Foundation means to me hold out your hand hold out your hand like this now close your hand and make a fist pretty easy right we can do that without too much trouble but imagine if you will that that when you go to make a fist that closing your hand creates a great deal of pain imagine that the disease of arthritis robs you of the ability to Simply close your fist you see arthritis isn't just a disease it's something that robs people of their freedom their freedom to be able to go for a walk take a bike ride so supporting arthritis is really about supporting freedom and by donating your time and your money to the Arthritis Foundation you give people their lives back and give them the ability to be free to be the person that that they'd like to be instead of a person who's ruled by by pain a pain that prevents them from living a full and and and happy life so when you think about arthritis in that context you literally put it in the palm of someone's hand now whether they agree or disagree that that arthritis is an important social cause at least they understand where you're coming from that's the challenge with nonprofit marketing with social causes is to create a real and tangible message so that your listener can not only get engaged but get involved my name is Chris Westfall and thanks for watching this video I hope it was beneficial to you and to the causes that you care [Music] about