My parents got me a nonprofit impact report for Christmas…And I couldn’t be happier!
You may think that’s because they generously gave a donation in my name to an organization I value, and that’s true. But it’s not why I’m so excited.
What they gave me looked like a cookbook from World Central Kitchen (WCK) but is in fact a master class in communicating purpose.
Now, I’ve been cooking for 40 years and have no need for yet another cookbook, but for many, many reasons I can’t put this one down.
My backstory
When my brother moved from California to the DC area more than 20 years ago, we discovered tapas at José Andrés’s restaurant, Jaleo, and became devotees of his restaurants. Launching WCK only deepened my respect for him.
I’m embarrassed to say that I considered myself a lover… but I wasn’t a donor. I wasn’t a volunteer. I was a patron who loved to know that the brand I followed was doing good.
But then I opened this cookbook
Like me, you probably already have fundraiser cookbooks lurking in your kitchen that share recipes from members of a community. You probably have gorgeous cookbooks with mouth-watering photography. There’s probably even a famous chef or star who shared their story. Those are table stakes. This book has all those basics covered – but it does so much more.
What’s so special?
1. It Breathes Mission
Cover to cover this book was planned to telegraph WCK’s purpose. Its recipes are grouped according to WCK’s core values. My favorite is joy because a core value that inspires drinks and dessert sounds brilliant.
2. Its Beauty Goes Deep
The photography is art. But more than that, it tells a visual story of the challenges and the people and the cultures that inspire WCK’s mission. In every image I feel their empathy and respect for the communities they touch.
3. It Knows It’s Voice
The tone is direct and helpful, which makes me believe WCK is like that as an organization. The book’s 304 pages glide by like you’re reading a diary. It’s a perfect mix of practical information and insider backstory. As a reader, I feel the enormity of cooking 360 lbs. of brisket to feed 1000 people while also learning how I could recreate that dish for 100 or 50 or 4 people.
4. It Shares the Love
On nearly every page there is a celebration of the people and partners it takes to make it happen. From fellow chefs to local cooks to famous foundations, including a delicious-looking cake made by the Duchess of Sussex as a thank you to other WCK partners, it’s a gratitude journal …with perhaps a little name dropping to reinforce the power of their partnerships.
5. It’s the Perfect Vehicle…For Them
It’s so easy to get stuck and think the only ways to showcase the depth of your work are through traditional marketing and fundraising communications. WCK created a sellable product that their perfect person would want to purchase… and baked their story into the ideal deliverable for them. Copying something that worked for someone else will never build your brand.
I talk a lot about how all marketing comes down to Know, Feel and Do. Until you find a way to inspire feeling, all the knowledge in the world isn’t going to motivate action. For me, this cookbook unlocked that door and created the connection I didn’t realize I was missing. Now I’m a donor – taking that first step on the path to being a real Lover with a capital L. One that can be relied on to help an organization thrive.
You may have people like me in your orbit who think of themselves as Lovers but they are really just fans – full of positive thoughts and no action.
In between the times you need to inform and ask how are you creating space to spark connection and flip that light switch on like this book did for me? As we kick off 2025, I’d love to hear what you’re exploring and what you’re learning from it.
