Identifying The Need; Setting Our Aspirations

Building Bridges To People

Why focus on aspirations?
What aspirations?

Peter Drucker, the great management guru once said about nonprofit organizations, "Their mission is their greatest asset."

Our aspirations form the meaning of our work together; they are the motive force resulting in contributions of time, money, effort, persistence, creativity and hard work; they result in success.

We know a nonprofit that serves children with a particular special need. They include a child as a representative at their meetings. Sitting among them, they see one of the very people they are trying to help. They feel the need; they think about the child's situation. As they go on planning and taking action, everything is much easier because of the deep focus on aspirations that develops. They can thank the child for helping them understand, focus and take action.

We use a communications planning process that helps by planning for positive action; we reflect together on the shared cause and call to action. A "Plan" is different than "Planning". A "Plan" may sit on the shelf, "Planning" brings alive the mission in our minds and hearts. Planning is action orientated; it is about doing things. We gain energy and focus to go out and help people become more aware, appreciate and give more support.

Communications Outreach, Inc. has aspirations too. We aspire to help community organizations communicate faster, better and easier, resulting in greater awareness, appreciation and support of their mission. We see Community Organizations being able to do successful community outreach by using strong communications systems. We see them effectively communicating their case for support, forging and renewing connections to people and extending the results of their work.

Photo: The Capilano Suspension Bridge, courtesy r_h