Image Development: Redefining it in 2016
As I weave my way through this journey of life one of the more difficult lessons I’ve encountered is seeing the truth about people. I have met some pretty amazing people along the way. There's Steve Bobrick, who gave me my first real job out of college. He taught me humor in the work place and modeled doing your best work despite a disappointing work culture. Carla Wright taught me best how to understand the impact that culture, race and socioeconomics has on the way we see the world. Shelley Fox, my sister, has embodied the truth that a rough start doesn't define your future. She is accomplished both professionally and personally - a truly amazing person. I could name many, many others who have influenced my world and helped craft what I believe and who I am. These people are people of character. They spend their time and energy becoming who they were created to be. They aren't perfect, they're real - what you see is what you get. I admire that, really admire that.
The difficult lesson has been the others - people who spend a great deal of time and energy creating an illusion of who they want people to think they are. They craft a picture of excellence, hard work, integrity, but it's not real. It's only an illusion. They are masters of words, present themselves well and are believable. But after some time and experience you learn it wasn't real, just a really good illusion. I know we've likely all encountered people like that and we can share in the disappointment, hurt, even anger these people have brought to our lives. But so what?
In our work at CDP we talk about Image Development. It is one of the six components of what makes up a nonprofit. We define Image Development as controlling how others view the organization. It is the reputation you have with others. It encompasses both marketing and public relations. It's the information you put out there for people to see that crafts the image they have of your organization. But when I consider the difference between being real and crafting an illusion, I think we have to do better in our discussion of Image Development. As we focus next year on Commitment to Excellence: Creating a Culture of Quality and Integrity, I have to wonder…is it enough to talk about controlling how others view you or should the emphasis be on showing people who you really are?
In 2016 as we talk about Image Development, we will continue to teach how to create a press release, how to develop a plan to market the organization and create a presence on social media. We will continue to encourage organizations to develop quality logos, invest in quality marketing materials and create a strong brand. But our emphasis will shift a bit. We have to emphasize that Image Development can't just be about creating an illusion that you are a good steward of resources - you have to be a good steward of resources. Image Development can't just be joining the Better Business Bureau to create a picture of integrity and accountability - it's about having real integrity and accountability.
As I pull life lessons into our work I think it's important to reassess how we coach nonprofits in this area. I want your investors, your clients, your beneficiaries, and your supporters to see organizations that are real. You aren't just a good idea, you are making a difference. You are a quality organization with a great song to sing and a great story to tell. In 2016, let's spend less energy on the illusion that we are, and more energy on becoming who we ought to be. Let’s focus our energy professionally and personally on becoming the organization and person we want to be. Let's commit to spending the time and energy it takes to be organizations of excellence not just creating the image that suggests we are. And let's commit to spending the time and energy it takes to be people of excellence.
I wish you much success in 2016 and a blessed and happy New Year~
-Mindy Muller, CFRE, President/CEO of CDP
