EQUALSHOT

Many non-profits struggle with their statement of the problem -- the line or two that encapsulates why, exactly, their intended audience should care that the organization exists.

Here's a brilliant example of a smart statement of the problem from the Asthma Free School Zone:

Imagine trying to catch your breath through a soda straw.

Now imagine learning to read at the same time.

That's the challenge of asthma, the lung disease with the fastest growing incidence in the US and in the world.

The statement is so visceral, I can almost feel myself gasping for air.  And then exploring their site to see what I can do to help.

What catchy statements of the problem have you encountered lately?