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Why an organization needs to be authentically itself
Stone Soup Creative
The Heaping Spoonful  |  August 2015
A monthly newsletter on branding for nonprofits
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Dear ,
Except for the time I unwittingly booked a room in Boston that was off-campus housing for BU and had to stay with three 20-yr old guys, I have always enjoyed my airbnb experiences. Last week was no exception when I stayed at Pleasant Hill Farm while traveling to Kentucky to go mountain biking (“Country Paradise close to wineries and antique shops, in a peaceful tranquil setting… Have breakfast on the large deck and birdwatch or stroll in the organic garden.”).
Once settled in, I was chatting with the hostess Jamie about my desire to list my own place on airbnb, but also shared my fears - of the potential inconvenience, safety issues, etc. I have 2 big dogs and 6 cats. The place is kept clean, but yes - there will be some flying fur. I also live on a dirt road surrounded by lakes and woods - it’s hard to find, and there’s lots of bugs. Her response? Describe my listing exactly the way I want, and I’ll attract the kind of people I want, who want to stay in my home. Just the way she did in her listing, which interested me immediately - and in the end we all had such a great experience.
Which leads to my blog post this month - about nonprofit values - and how if an organization is able to identify its character and personality, and use that effectively in its marketing, then it will be able to attract the kinds of supporters who share those values, and want to engage (with dollars or other types of support).
So if you’re traveling my way, like dogs and cats, gluten-free vegetarian cooking, and lake views (and don’t mind a few bugs) - look me up on airbnb soon.

Julia Reich
Principal and Chief Soup-Stirrer
Stone Soup Creative

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