Authentic Suffering ... and Salvation
Recently I was honored to take part in redesigning the website for The Salvation Army's adult rehabilitation centers. Take a look for yourself and see how you like it.
The challenge was to effectively communicate the idea that when you donate clothing, cars, appliances, etc., to The Salvation Army, the sale of those items helps people in need of recovery.
This requires two things to make a compelling story:
- People in need
- People who were helped
Oh, and their stories needed to be real.
Happily, The Salvation Army has lots of stories that meet that criteria, and now they're posting them on YouTube. Be warned, though. It may be difficult to keep your composure as you watch them. Here's one of them:
Feed readers click through.
Sometime soon, these types of videos -- and other stories -- will find their way to their website as a means of communicating their message of hope -- hope they're able to deliver because of the people who donate items they're not using anymore, as well as those who buy these same goods.
If you need a reminder, just watch and listen to the stories of those who have recovered from some of the most difficult challenges anyone has had to endure.
I think we can all be glad organizations like The Salvation Army are out there fighting the good fight on the front lines of this personal turmoil.
But beyond that, I think we have to do our best to achieve our mission, in our own contexts and on our customers' terms, as successfully as The Salvation Army has for these people.
It isn't about whether we make commercials (funny or not) about overachieving horses or people throwing snow globes at other peoples' crotches. It's about truly helping others -- in whatever way that applies to you.
You want a way out of the economic mess? That -- not gimmicks -- is the way to do it. - Cam Beck