An Egg McMuffin, Are You Sure That’s What You Want?

You know the scene. A slightly upscale café, metropolitan types sip pricey coffee while in earnest discussion over their laptops. One of them is me.  Then along comes an interruption. Here’s what followed:

Lady: ‘Can you spare some change please?’

Instead of fumbling for small change, I surprised myself by asking a question.

Me: ‘Would you like me to buy you something to eat?’

Lady: ‘Yes, please.’

Me: ‘What would you like?’ [I gesture at the array of fine pastries.]

Lady: ‘Can I have an Egg McMuffin? [She points at the McDonald’s next door.]

Me: ‘Course you can.’ [And at this point, I am actually walking away from the new business meeting I was having. Yes, I leave the new business meeting to go to McDonald’s.]

Me: ‘An Egg McMuffin, are you sure that’s what you want?’

Lady: ‘Can I have two?’

Me: ‘OK.’

Lady: ‘…and a sausage roll?’

Me: ‘Why don’t I just give you this?’ [I give her a fiver.]

Lady: ‘Thanks mister, you’re a diamond.’

Story excerpt from Derek Humphries (http://www.sofii.org/node/831)

When I came across this story, it struck me as very parallel to the Ad Council’s mission in more than one way.  First, we don’t just supply finished products to the nonprofits we serve.  We ask hard questions and dig deep to find out what the organization really needs and the outcomes they desire before providing a program or solution.  We look at the behavior or goal they really want to achieve and help the nonprofit to arrive there themselves – even if it’s in a way that might not be the easiest or most desired route.

Looking at the story another way, the Ad Council has identified real needs – nonprofits need marketing and communications support, and community issues need to be given a voice.  We also identify our closest friends who have a passion for marketing efficiencies and the propensity to give and volunteer – just like the lady in the story strategically picked whom she would approach for money.  We provide the donor and/or volunteer the opportunity to do something they feel good about – a chance to put their values, assets and good intention into the proactive.  And though we may not call them “diamonds,” we do refer to our supporters as something equally as flattering, like hero, treasure, or just plain awesome.

So before you embark on your year-end appeals in this fourth quarter, ask yourself, are you identifying the right target audience to ask for support?  Do they have a passion for your cause and a propensity to give?  And are you providing them with what they need (or want) to put their values into practice?  Or are you offering fine pastries to a potential donor that really is hungry for an Egg McMuffin?  Because let’s be honest (calories aside), if provided with the option, which would you choose?

-Shannon E. Struzik
Lover of efficient & effective fundraising, Egg McMuffins, and, of course, diamonds (being called one or the real thing)