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knuppnau's picture

“A person really doesn’t become whole, until he becomes a part of something that’s bigger than himself.” -Jimmy Valvano

In February of this year, I was lucky enough to meet the Co-Founder of a small non-profit organization called Keep On Keeping On (KOKO). Their mission is to assist and raise awareness for those living with severe physical disabilities such as Cerebral Palsy and Muscular Dystrophy. To date, the organization has helped more than 80 individuals throughout Illinois and the neighboring states.

“Every single day in every walk of life, ordinary people do extra ordinary things.” -Jimmy Valvano

KOKO’s mission will always be to raise money and empower others to make a difference in their community, but there vision is what creates true value. One hundred percent of the financial support they raise goes toward making the lives of others better. KOKO purchases new wheelchairs and strives to make homes more handicapped accessible by widening doors, constructing ramps and even building elevators. It’s the hands of many and the support of all that has changed so many lives over the last fifteen years.''

"As long as you have a pulse, you must never give up, you must always...Keep On Keeping On!" -Tim Wambach

One thing that impressed me the most about KOKO, aside from their passion for others, was their ability to clearly define who they are and why they exist. Whether it is on the front page of their website or written in bold on their marketing materials, there is no question the value the organization creates. As a marketer, but even more so as a consumer, it’s not always evident the value proposition of an organization or their product. A value proposition is the consumer-facing message that provides the purchaser with the reason why they should buy from you and not the competition. Or in other words – a promise of value that the organization delivers to its stakeholders.

As you go about the day or week ahead, look to see how organizations are engaging you as a potential buyer. How do they receive you and what is their call to action once they feel they have you hooked. As you become more observant, keep in mind a few key points that make up a valuable proposition.

A strong value proposition is a clear statement that:

• Explains how your product solves a customer’s problem or improve their situation
• Delivers specific benefits
• Tells the ideal customer why they should buy from you and not from the competition

As I think back to a number of conversations I’ve had with Tim and his team, I am reminded of how important it is to create value while drawing people closer to the cause. KOKO does an excellent job of identifying the value proposition of the organization. By showing relevancy, providing quantified value and displaying differentiation, your value proposition will not only stand out in the marketplace, but most importantly, in the consumers mind.

To hear Team KOKO’s full story please visit

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