Red herring, anyone?

It strikes me that Claire Gaudiani's call in an August Chronicle of Philanthropy sparks good conversation but may not be constructive for the very organizations represented by the "sector." She calls for use of "social-profit" to reflect the "investment, risk taking, and entrepreneurial imagination that have always been so essential to organizations that serve the social good.” Since nonprofit organizations, even while called nonprofits, can focus on investment, risk taking and entrepreneurial imagination, important energy needed to communicate that focus may be diverted. Rather than spend time discussing a new name for the nonprofit sector, we suggest spending time telling your social-profit stories to staff, clients, board members, donors and community. Talk about risk and return. Show results. Be accountable. Worry less about the name of the sector and more about creating the common good.