Connecting Deeply with Donors | Crafting Your Why

When we conduct board retreats, we do this exercise at the outset of the retreat, setting the stage for a meaningful day of connection and solidarity.  We ask that board members prepare a response from the “personal why” section. Board members – while sharing the same North Star, the organization’s vision — arrive at the work from different viewpoints.  Enabling each other to be seen, felt, and heard on what brings them to the work and the boardroom table helps build stronger bonds and a deeper understanding around why working on behalf of your mission is theirs to do.  It also helps in reaffirming their commitment to your organization, the mission, and the vision.

This is also effective in staff meetings/retreats.

I originally created this exercise a number of years ago for a client who was an intellectual giant, and could talk about the mechanics of the programs quite well, but was not connecting with mission-aligned funders in a meaningful and resonant way, resulting in less funding for a vital mission.  My goal in crafting this was to take this client from a “neck up” approach, to more of an approach with vulnerability, authenticity, and emotional texture as a meaningful point of entry for discussion about the work.  This approach also helps to create an invitation for the funder to share why they care deeply about the mission – including what may be in their personal story that would lead them to care as deeply as you do about solving the issue.

Note I reference this document in a previous blog post entitled Leading the Donor Dance.

CONNECTING DEEPLY WITH FUNDERS | CRAFTING YOUR WHY

Objective: While all organizations have an overarching “engagement pitch,” it is vital to develop a narrative around why this work is uniquely yours to do.  This will assist in building rapport and the conviction that you personally align with your mission and are dedicated to solving the issue. This is a key element in ensuring the potential funder’s faith in you as an ally in your shared vision.

The “nuggets” you craft are meant to be bite-sized openers to a deeper conversation about the work and inspire a funder to want to learn more. It is vital to respond to these questions in ways that truly make you come alive in the conversation. While they are great for settings such as galas or luncheons, your responses are also a good way to keep a sit-down meeting flowing with passion and connection.

 Organizational “Why”

What I find most compelling about our mission is:

What sets our organization apart from others working to (your issue area) is:

Why that matters is:

Personal “Why”

The mission of my organization is personally significant to me because…

What originally drew me to this work was a deep frustration around…

What was most exciting in the early days of this work was:

But what’s most exciting now is:

What I’m most proud of in this work is…

What has been transformational for me about being involved with (org) is:

The story of our impact that most touches my heart (or blows me away) is:

What keeps me going in this work, despite the long hours and sacrifice, is…

My ultimate vision for our impact is…

Note: To go deeper into the concept, I recommend Simon Sinek’s book Find Your Why: A Practical Guide for Discovering Purpose for You and Your Team or his TED Talk Short on the topic. 

Prepared by Natalie Rekstad, Founder, Black Fox Global