Got Your Six—Now What?


Perhaps you saw Tom Hanks wear a “6” lapel pin at the Oscars. Ryan Seacrest did the same on “American Idol.” So are Alec Baldwin, Brian Williams and a gaggle of other celebrities in this new video

It’s all part of “Got Your 6,” a well-coordinated campaign that aims to:

“Create a new conversation in America, one where veterans and military families are perceived as both leaders and civic assets.”

I support everything about “Got Your 6”—a military expression for “Got Your Back”—and the group’s efforts to help returning vets and their families.

But like so many campaigns of its kind, “Got Your Six” drives me to its website, and then fails to close the sale. 

What, exactly, do you want me to do beyond “change the conversation”

There’s an answer, but it is hidden on the group’s website. And it requires a lot more “clicks” (and effort) than most visitors will take. 

Non-profit organizations need to stop obsessing about “awareness” and get focused on “action.” You got me curious; you even got me to your website. Tell me what you want me to do. 

Online retailers have perfected “Buy It Now.” What’s your organization’s “Do It Now” button?