The Purpose Problem


Your donors have a purpose problem. We all do.

Steve Jobs understood this fact better than most. “Do you want to sell sugar water for the rest of your life, or do you want to come with me and change the world?”, Jobs, now-famously, inquired of Pepsi executive John Sculley in a successful attempt to lure him to head marketing for Apple.

Sometimes, we distract ourselves with just about anything in front of us (work, school, Facebook, general busyness, etc.). But the purpose problem lingers.

In our marketing, if we are not appealing to people’s deep-felt need for purpose (change the world), we are failing. Think benefits (Facetime with your kids when you are away), not features (the iPhone 7 has a 12MB camera).


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