Friday, October 19, 2007

Selling NonProfit Status

A local non-profit executive director emailed me about the current Blue Cross campaign touting their nonprofit status. While it's a tagline in some ads, it's the main message in a billboard I saw recently.

Apparently the execs feel the nonprofit status is an important message to folks who may feel insurance co-pays and premiums are too high. They want to stress they are not profiting from health care dollars.

But, I find it hard to believe folks who are upset will feel better jjust knowing the organization is nonprofit. There have been financial scandals at nonprofits before--Red Cross, United Way, etc.

People don't get well merely by talking to a doctor. They don't change their attitudes only by knowing an organization is a non-profit. This current campaign should address the fee structure head on, and if the rates are justifiable, justify them.

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