Your Organization Needs an Enemy

Strong brands are against something.

• Walmart is against high prices.
• Whole Foods is against processed foods.
• Tesla is against fossil fuels.

Even non-profit organizations need an enemy.

• IJM is against human trafficking.
• Charity Water is against sickness/malnutrition.
• Salvation Army is against homelessness.

If you want your organization to be known FOR something, you can make it clear by being AGAINST something. Your organization’s enemy is not a person. It’s a condition, behavior, or practice that people want to see reduced or eliminated.

Be specific.

• Don’t just be against poverty. Be against payday loans.
• Don’t just be against a lack of well-trained pastors. Be against the prosperity gospel.
• Don’t just be against lack of access to medical care. Be against spina bifida.

Strong brands plant a flag. Draw a line of demarcation and invite people to stand with you.