Good News/Bad News

At the intersection of the “enlightened self interest” of newspapers, corporate sponsors, nonprofits, and entrepreneur Greg McHale comes a new online service called “good2gether.” This service offers a platform for nonprofits to enter information about their cause, events, volunteer opportunities, etc. Through good2gether’s partnerships with media outlets like local newspapers, this content makes it way next to articles on their websites. For example, if there’s an article in The Boston Globe about heart disease, content from the American Heart Association could display right next to it. The service launched in June on Boston.com (the website for The Boston Globe) and is rolling out nationwide. Currently, more than 1,600 nonprofits from across the country are signed up.

What’s in it for the media partners? Well, it’s common knowledge that most “news” is bad news. When people read about a problem that engages them emotionally they want to know what they can do about it. People become frustrated being presented with all problems and no solutions. The nonprofit content offers solutions to the problems raised in news stories and makes readers feel better about the publication. But what really catches the media’s attention is the income potential. The “Do Good Channel” where the nonprofit’s information is displayed on their site can be sponsored by corporations looking to enhance their image or promote their Corporate Social Responsibility programs. Newspapers are hurting and this new source of income is really what catches media outlets’ attention.

What’s in it for nonprofits? Well, if you’ve already got all the website traffic and media coverage you want, maybe nothing. Otherwise, it could be a valuable way to attract more supporters among people who are interested in the topic (or they wouldn’t be reading the related article). The service is free, but does require a time commitment. Just like a website – the more fresh, compelling content you add the more it will do for you. Right now it may look like extra work but if it’s as successful as Greg McHale says it will be, it could actually save time in the long run. For perspective, my friend Lori Tsuruda, president of People Making a Difference, likes to compare the job of keeping online volunteer postings current to playing the carnival game “Whac-A-Mole.” Just when you think you’ve got them all updated, another one pops up. If good2gether infiltrates enough media outlets, you could enter all your organization, volunteer, event, and related information in one place and have it appear in multiple outlets. McHale has a good track record. He’s also the founder of cMarket – the online auction service for nonprofits. So, he just might make it huge. If not, Good2gether still offers a low cost way to spread your message.

The good news is, even if you never use this service, there are a couple of important lessons to take from it. The bad news is, it’s easier said then done. Lesson 1: Meet people where they are. If you’re trying to get attention, talk to people about what interests them. Be current. Be relevant. Too many organizations are essentially talking to themselves in their external communications. Also, look for opportunities to reach people at a time and place where they will be open to hearing your message. McHale calls this being “discoverable.” Lesson 2: Offer good news with bad. In other words, don’t be depressing. Any time you talk about a problem, let people know what you’re doing about it. Even if the situation is bleak, present a ray of hope.