What’s the Essence of Your Cause?

#1 Thing You Can Learn from this Post:
An image full of emotion captures the essence of your cause more than lengthy entreaties.

This week, as I passed thru Chicago O’Hare International Airport, I was entranced by this advertisement for the USO.  It grabbed a hold of my attention and wouldn’t let go.

In one image and one sentence, they captured the essence of their cause. More than any annual report or lengthy appeal letter, this image conveyed who they are and why they matter. It was so good, I took a photo of it and have been using it in my client meetings all week.

Do you feel the same way about this ad?

What are other great examples of causes who do a great job of convey their essence?  Share it with us as a comment below and give us a link to view. I’ll share the best with everyone in a future post.