Help for...?

Are emotions more important than facts in reputation building?  Is the attention-grabbing headline more influential than an objective analysis of a situation?  The imminence of Remembrance Sunday has brought this into focus although the answers have relevance to any organisation.

 

A friend recently overheard a conversation whilst travelling on a train.  In essence it was about the challenges that SSAFA , a charity that looks after the families of servicemen and ex-servicemen, faces.  In one form or another it’s been operating since 1885 but is now feeling a squeeze on its income and hence what it can provide.  The main reason, apparently, has been the emergence and profile of Help for Heroes (HfH).

 

I admit I had to find out exactly what HfH did. It exists to support servicemen and women who have been wounded since 9/11.  In a quick and totally unscientific straw poll I asked a number of people if they knew this – over half didn’t appreciate that its focus was as sharp as this, most thinking that it was for the benefit of all service people, or those wounded in any conflicts. 

 

Now I’m certainly not being critical in any way of HfH.  Yet it’s interesting to look at how it has become so prominent and raised so much money, a lot from people who are not fully aware of what they are supporting.  The starting point has to have been the name, the “headline”. The word “heroes” is probably one of the most powerfully emotive words that can be used.  Everybody can relate to heroism, and it triggers an almost unthinking positive response.  Help for heroes, in three words brings together feelings of admiration, of gratitude, possibly of guilt, and stimulates us into responding and giving. 

 

Do we consider that it’s only those wounded in the last ten years that will benefit? Probably not.  Do we think about the welfare of those thousands of service people who are vital but who are unlikely to ever be wounded? Probably not.  Again no criticism of HfH . Yet in the laudable desire to support HfH other charities, such as SSAFA, are being squeezed.  It’s not, I believe, a conscious decision to prioritise one services charity over another. Rather that one has created a profile, and harnessed a public mood.  The emotional pull of heroism outweighs the less attention grabbing everyday support work of other charities.  

 

Charities work incredibly hard to raise funds. They believe passionately in what they are trying to do.  And it’s the ones with profile and strong emotional appeal that attract the support that helps them succeed.

Don’t steer away from the beliefs and goals of your organisation but do consider how you can get the support that will allow it to be as successful as possible. Use emotional appeal well and you can achieve significant success.

Posted on: 14th November 2011 in

We want an inspiring Head who can lead with vision and raise standards, say schools

The identikit of a desirable headteacher is one who is an inspirational and visionary leader, and with the ability to improve a school’s standards.

That’s the finding of a study into what are the characteristics and attributes schools looked for in a new headteacher, and what the priorities for the job are.

Nearly two-thirds (63%) of ads identified Leadership Skills, slightly more than Inspirational ones (60%). Just over half (51%) wanted heads to focus on school improvement, and 46% said they were looking for someone with Vision.

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