A nonprofit organization where I used to work was proud that it had recruited the Director of Administration & Finance from a state association to its Board. After a year, he agreed to become the Treasurer. Then, one of his personal friends fell on hard times and used our services.
“Wow,” he said, “I didn’t know we did that!” And “Wow,” he said, “I didn’t know we could do that!” He told the story of how the organization had helped his friend forever after.
A happy ending, yes. But what if he didn’t happen to know any of our clients personally? We would have failed him—because we should have told him a story like that when he came on board.
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