Thirty years ago, I had access to 2 baseball games a week on network TV. I could watch bowling with my mom on Saturday afternoon if the NBC game got rained out.  Those were pretty much my only options.

Now, the National Lacrosse League has its own channel. That’s just cool.

Really, I don’t give a crap about lacrosse. But some people do, and the NLL understands that its best marketing move is to give those people access to all lacrosse, 24/7.  Why?  Because people who love lacrosse now will love it more if they can get it anytime they want. And people who like lacrosse now might grow to love it. And people who are ambivalent about lacrosse might grow to like it, if they’re exposed to it. So what’s the NLL got to lose?

Now the question for you: how can you emulate the National Lacrosse League? It doesn’t have to be sports highlights. It could be video of the training you’re doing for people who are changing the community. It could be photos of children enjoying the programs you’ve organized for your nonprofit organization. It could be interesting stories about the people whose lives are better because they use your product. It doesn’t matter how small you are. It doesn’t matter how little you know about computers and the Internet and stuff. It just matters that you have interesting things to say to people who care about the things you’re doing, and you’re willing, like the National Lacrosse League, to put it out there 24/7.

If you do that, the people who love your organization will love it even more. The people who like your organization might grow to love it. And people who are ambivalent about your organization might grow to like it, once they see what kind of things you’re doing. What do you have to lose?

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