A five- or six-year old can lob endless questions at seemingly straightforward explanations. When the kid is actually trying to understand (as opposed to when she is just trying to keep your attention), these questions can help adults cut through the baloney to get to the real reasons we do what we do.

“What are you doing, Mommy?”

“I’m about to start the lawnmower.”

“Why?”

“I’m going to mow the lawn.”

“Why?”

“Because the grass is too long.”

“Why?”

“Ummm… Because grass grows?”

“No, I mean, why is this too long? Why isn’t it just long enough?”

“Well, look at the neighbors’ lawns. They’re all shorter than ours, so they look better.”

“So you’re mowing our lawn so it will look like the neighbors’ lawns?”

“No, because… Well, yeah, I guess so.”

When you think about the goals of your communications – which I hope you do regularly, not just when you’re launching something new – you probably come up with some lovely altruistic sentiments:

• To tell our donors and volunteers about the great work we’re doing
• To inform potential clients about our products and services
• To keep practitioners up to date on the latest theory and practice in our field

Fine, but don’t stop there. Bring on the five-year-old.

“Mommy, why are you publishing a newsletter?”

“To keep practitioners up to date on the latest theory and practice in our field.”

“Why?”

“Because they need to know so they can do a better job.”

“But why you? Why do you have to tell them?”

“Well, actually, it’s a deliverable on some of our grants.”

“Huh?”

“We promised our funders we would.”

“Why?”

“So they would give us money.”

The First Cause of most communications is money.

• To tell our donors and volunteers about the great work we’re doing
  translates to
  Because we want our donors and volunteers to keep on giving and get their friends to help too.
• To inform potential clients about our products and services
  translates to
  Because we need to report bodies in seats / meals served / households visited in order to keep our funding.  
• To keep practitioners up to date on the latest theory and practice in our field
  translates to
  Because we promised our funders we would
  or to
  Because if we establish ourselves as leaders in the field, we’ll get more money and have more influence

By the way, I know we’re not all ruthless mercenaries. Let’s let the five-year-old ask one more question:

“But why do you need all that money?”

“So we can do more of the good work we do.”

It turns out your motives are pretty altruistic after all. However, this final answer will not help you craft clear, effective communications.

The penultimate answer, about money, will help you determine both what you need to say and how you need to say it.

Because we want our donors and volunteers to keep on giving and get their friends to help too.

• Are you telling stories that show how their contribution makes a difference?
• Do you thank them for helping, repeatedly and sincerely?
• Do you ask them to help again, and make it easy for them to do so (for example, with “volunteer” and “donate” links)?
• Do you make your case so compelling and tell your stories in such an engaging way that readers want to forward your publication to their friends?

Because we need to report bodies in seats / meals served / households visited in order to keep our funding.

• Do you start with what potential clients need rather than with what your organization offers?
• Do you invite clients rather than just describing your offerings?
• Do you show them how they will benefit by taking advantage of your services?
• Do you tell them exactly what to do in order to participate?
• When they call, e-mail, or show up, do you treat them like valued customers?