Yair Lapid, a journalistic icon in my eyes, described a couple of weeks ago how we seem to be failing to attract the attention of even our own people to a true appreciation of our current paradigm, let alone that of the wider global community. He called us amateurs. The government are amateurs, our PR pros are amateurs, we are all amateurs.
- We need to seriously begin looking closer to home. The Israeli is getting richer (at least some of us are), as the American is struggling to retain their social status.
- We need to begin to broaden our base of support. Far fewer major funders are looking to invest so much in one place for a long period of time. We need to be spreading our risk and looking for more friends,giving less, with whom we may have to resign ourselves to sharing shorter relationships.
- We have to meet our prospective donors where they expect to be courted. Our truth, and our genuine belief in the righteousness of our cause must be replaced by an open invitation to facilitate the empowerment of a funding partner to realize their ideology by subcontracting to us activity in the field.
- We must be present, and regularly communicate, through the media channels, and in the language, that will maximize our impact and broaden our reach. Todays world communicates through social media, open code, free expression, self-explanatory soundbites that are commensurate with on-the-fly information overload and non-stop information communication. (This blog post, for example, would never fly!)