When You Can't Say it Any Better - Radiant

The Radiant Blog

Posted by Andrew VanderPloeg

Recently, I read a great blog post about marketing shortcuts but with a real bent towards not-for-profits. I could try to repurpose the post in my own words, but sometimes, you just can’t say it any better. The post was authored by Seth Godin. For those of you who are unfamiliar with Seth and his work, a little introduction is fitting in order to give you context to the article.


• writes the most popular marketing blog in the world;
• is the author of the bestselling marketing books of the last decade;
• speaks to large groups on marketing, new media and what's next;
• and is the founder of Squidoo.com, a fast-growing recommendation website.

On that last point, a final bit of context before I share the article. Squidoo is a tool that allows anyone to create a page on any topic. Essentially, it allows a person to choose an area of expertise like their job/market, favourite sports team or even themselves and create a page on the web that aggregates important information about that topic. It can be used for business or personal reasons. Probably the coolest part of Squidoo though is what they do with their revenues. First off, all revenues are generated from ads, so it’s free for anyone to use. But the really neat thing is that Seth and his team do the following with the ad revenues:

• give 5% right off the top to a charity of their choosing
• use 45% for covering business costs and stuff like that
• then they allow the Squidoo users to determine what happens to the other 50% of the money they make on their page. They can either give it to charity or collect it themselves.

I know that was a lot of setup, but I think you’ll find that it provides some valuable context to the important points that he makes within. Click here for the post.