"They Say" — who are "They"?

Paulette VinetteBy Paulette Vinette, CAE
April 16, 2007

Many nonprofit organizations publish their news and/or positions in third party. Examples: “ABC association introduces new membership benefits” or “ABC charity invites you to a fundraising gala.” This approach resembles the familiar “They say when it rains, it pours.” Who are “they?”

The “they” in your story is likely:

  • The board of directors/governors
  • The ABC committee
  • The membership (results from a survey or decisions at an AGM)
  • The executive director/CEO.

To be more effective, refer to real people when announcing news from your organization. After all, it is most often volunteers who arrive at decisions/positions in nonprofit organizations. Recognize them for their effort. “Your board of directors” trumps “ABC” in proximity to members.

To take this approach one step further, create a hyperlink on the words "board of directors" to their names and affiliations on your website. If you are sending hard copy, list them on the left hand margin.

Remember that, traditionally, committees serve under the direction of the board, so you need to carefully consider whose position/decision it is before attributing credit. Well defined committee and board communication roles and responsibilities can alleviate the communicator’s stress to make this delicate decision.

In larger organizations, the President/CEO often serves as the voice of the membership and/or board. Name him or her along with the correct title.

When deciding who would be best to deliver your news, consider who would resonate best with your intended audience. For example, government officials tend to want to hear from members of the industry, profession, charity – the voters – the business tax payers. As stated earlier, larger organizations often hire high-profile staff leaders who are authorized to serve as spokespersons; even in such cases, they are often partnered with their chief elected leader when delivering statements and/or making presentations.

Media are not a “one size fits all” when it comes to who’s best to be your spokesperson. This requires a judgement call to determine who the readers, listeners or viewers would trust/believe most. If the issue is a medical breakthrough, people generally would want to hear the news from a medical doctor or professional. If the announcement involves asking people to spend significant sums of money, it should come from someone who “walks his/her talk”. Strive for trust and credibility.

Most nonprofit organizations have “cultures” (sometimes referred to as “politics”) to consider. We suggest that you adopt clear guidelines on who speaks when to assuage egos and personalities.

After all, they say that that it’s better to be safe than sorry.

Paulette in President of Solution Studio Inc., a consulting practice that serves the nonprofit association community. She can be reached at 1-877-787-7714 or Paulette@solutionstudioinc.com.

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