I almost never buy an electronic book from a demonstration shelf at the airport. They seem to be electronic self -help books (my existing favorite title: “Make your bed: little things that can change your life . . . and perhaps the world”) or electronic business books with style (“the marketing plan of a page”). Nothing opposite to them, really; But not mine.

But when I saw Donald Miller’s newest book, “Building a StoryBrand 2. 0: Clarifying Your Message for Customers to Hear,” I had to read it.

I’ve followed Miller since his first coming-of-age travel memoir, “Prayer and the Art of Volkswagen Maintenance,” published in 2000. (I had driven my own VW bus that needed prayer, maintenance, and, at one point, an undeniable rubber to run the engine. called StoryBrand.

Their new e-book comes into the house that consumers, their desires and aspirations, should be in the middle of any marketing tale a company tells.

For 25 years, I have addressed non -profit organizations with missions aimed at supporting some of the world’s maximum people in the world. In a genuine sense, our consumer was the mother who took her son to the malaria remedy clinic in a position like Malawi. That for whom we work. The same is true for the woman who left a village to attend high school and the circle of relatives who had access to water blank for the first time.

But nonprofits also have other “clients,” donors, and advocates for whom their paintings and advance their missions. Like the woman at your kitchen table writing a check to NetPaintings’ fitness paintings, or the philanthropist who moves stock to fund a virtual education program, or the corporation that chooses to invest in blank water technology.

In my existing role, I lead UNICEF USA. We are a private, non-profit organization based in the USA. U. S. That exists to reunite the other American people with the life-saving paintings of UNICEF, a United Nations firm and the world’s largest organization that provides systems to obtain vulnerable advantages. In this sense, my organization is similar to a university or hospital that is your affiliated institution.

I guess I can say that an example of UNICEF consumers are young people in refugee fields. My clients are, therefore, the Americans who paint themselves and through their institutions, personal and public.

So, what do my consumers want? What desires are they looking to fulfill?

I don’t need to say “satisfy a responsibility” as negative, as if it were a burden. I mean this responds more to a call or a sense of duty. This may come from a devout culture, a commitment to public service, or an ethical trust that those who have a percentage of resources with others. The long culture of American philanthropy, America’s leadership and heritage in humanitarian aid, our collective identity as an aid country is anchored in this sense of responsibility.

Finding meaning is one of the desired clients Miller describes in his book. He describes it as inviting clients to participate in something bigger than themselves, to register for a movement, to advocate for a cause. I have noticed this over and over again in my paintings with donors and supporters who have more deeply concern about our paintings.

The third preference, to obtain a merit, is also not significant. This gets merits can be a tax deduction for a donation. This can come with special access to occasions or institutions, such as museum members, it can also be a broader confidence that the investments we make to other globals should, in turn, make our own country safer, stronger, and more prosperous.

This is a prayer we hear most today to justify our country’s investments in helping other people in the countries to come. I believe that such investments meet this check because poor countries with damaged economies lead to migration flows that can have an effect on our country, fragile governments can reproduce conflicts and violence that spill over borders and weak fitness systems will not prevent epidemics of the diseases that are spreading on a global scale. Humanitarian relief and progression organizations seek to fight all this, while helping to build low-income countries that will be political allies and economic markets for trade.

Here at UNICEF USA, our project is to show the other American people who, on the one hand, invest in UNICEF paintings, support each child to become healthy, educated and respected, while on the other hand, such investments satisfy a sense of individual and collective responsibilities, will be of meaning and will be benefits to themselves and our country.

Together, we are American status for each and every child.

Currently, the lives of the most vulnerable young people are in balance, while conflicts and crises jeopardize the care and coverage they deserve. Reliable, uninterrupted and effective foreign assistance is imperative to the well-being of millions of young people. Write to your members of Congress and urge existing U. S. investments in foreign assistance.