Muhammad Ali, whose life was celebrated in a public memorial service today, will be remembered as one of the greatest boxers and athletes of all time. The accolades for his athletic accomplishments, social activism, and religious convictions will continue for several more weeks and months.
It’s hard to imagine any other athlete (or anyone, really) giving themselves the title of “The Greatest” and having it stick. Many people cheered against him because of the way he boasted and belittled his opponents. But in addition to calling himself The Greatest, he also said, “It’s not bragging if you can back it up.”
In promoting your organization or cause, don’t shy away from sharing its value, importance, and impact on society. But also make sure you can back it up with stories, statistics, and examples. A superlative without evidence will quickly be ignored, and will actually make people trust your organization or cause less. There are so many examples of this in nonprofit communications. How many times have you heard about a “unique approach,” “the first of its kind,” “the biggest/the best/the only” with absolutely no proof that any of these claims are true? I won’t bore you with examples, but if you’ve got the time, you can read the 4.3 million search results for “unique approach” and tell me how many are actually unique.
You KNOW your organization or cause is The Greatest, right? So prove it.