I have no doubt that most of us remember the beloved, classic TV comedy Cheers. Without even giving it any thought, we can easily recall Sam, Diane, Carla, Cliff, Coach, Norm, Woodie and Rebecca as if they were old, trusted friends. But that’s what the show was all about—something lovingly familiar, like a second home, a place you could swing by on any given day and be almost guaranteed that you’d know someone there. It was even referenced in the iconic theme song.
“You wanna be where everybody knows your name.”
Familiarity is something that doesn’t always come easy, particularly in the world of non-profit marketing and branding. Those of us who have chosen to work in this often challenging field understand all too well the many roadblocks organizations often face in their quest to engage support from the community. We know that people are much more prone to give to an organization or cause with a mission in which they believe and trust, one that shares similar values and one that is familiar to them. In other words, people are much LESS prone to give to an organization they have never heard of or one that they know nothing about. Those of us leading those efforts for smaller non-profits certainly have our work cut out for us. That has been one of the bigger challenges facing Colorado Cancer Research Program (CCRP). But we’re changing that. Big time.
Over the past year, we’ve increased our exposure on TV, on the radio, on billboards, through social media and in print. Sure, it can be a painstakingly slow process and we’ve got a long way to go. But we’re making a dent. Anytime I hear someone come up and say, “I heard you guys on the radio,” or “I saw your CEO on TV the other day,” it provides at least a sliver of validation that we’re on our way to no longer being Colorado’s best-kept secret. It’ll happen. Just takes time.
No cause-oriented non-profit welcomes anonymity, at least not the ones that rely on community philanthropy to survive. One pathway to shedding unwanted obscurity is by engaging with businesses and corporations that are involved with the community and encourage their employees to be involved as well. And one pathway to reaching those companies here in Colorado is through Denver Business Journal. Ed Sealover, DBJ’s health care reporter, recently sat down with our CEO, Pat Peterson, to learn more about our mission, our incredible work and our vision for the future. If you haven’t already noticed, the article is right over there. To the right of this column. Up just a little. To your right. What do you mean, “your right or my right?” It’s the same right. Yep, that’s it.
Big thanks to Ed Sealover and Denver Business Journal for helping to put CCRP on the metaphorical map and let Coloradoans know of this amazing and valuable leader right here in their own back yard. And with our continued marketing, community relations and branding efforts, we’re confident that we will soon be moving to the front yard.