An Alternative Paradigm for Nonprofits, Pt. II “Be Interesting or Be Absent.”

If your email box is like mine, then a lot of junk collects there. And a fair amount comes from nonprofits to which I have contributed money, volunteered time or otherwise showed support. I read it all, but then that’s my business. Most working people are unlike me. They delete more than they read. They go the way of incentives to order Xanax, Cialis and Levitra — no prescription needed.

People Read What Interests Them.

Howard Gossage (1916-1969), an advertising industry legend often called the “Socrates of San Francisco,” was known for his pungent wit, creative mind, delicious sense of humor, and respect for mankind.

Many of Gossage’s headlines are historic. Consider, “Be The First One on Your Block to Win a Kangaroo,” and its follow-up “New York Child Wins Kangaroo, Her First.”

Who could resist reading on?

The soul of this industry pioneer’s creativity (and the source of his magical success in attracting and influencing the public) was revealed in the most famous of all “Gossagisms”: People don’t read advertising. They read what interests them. This maxim has particular value to all of us, nonprofit communicators.

For whatever reasons, we sometimes think that because our causes are worthy, our messages are therefore compelling. Don’t for a minute believe that.

We compete for attention with advertisers that spend many thousands of dollars to know their audiences, millions to create strong messages that speak to what their audiences want and need, and millions more to select and employ the most efficient and effective delivery systems, both new media and old. In addition, many of these advertisers are ready and willing to take creative risks to assure that they seize people’s attention in unforgettable ways.

Undoubtedly Gossage always faced critics who claimed, “People won’t read that much copy.” He proved them wrong, because he made sure his copy was interesting.

As nonprofits, we compete for attention with advertisers that spend more money and take greater creative risks to grab people’s attention.

Can you imagine being the guy who, 84 years ago, suggested to Goodyear that the company adopt a blimp as its corporate PR symbol? I’m guessing he alarmed every skeptic in the company. Today, three graceful Goodyear giants