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.

For our purposes here, this guide is written with an eye toward funder engagement, particularly as you prepare for conference season. 

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 worthy 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 ‘bite sized nuggets’ you craft are meant to be 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, luncheons, or serendipitously at convenings, 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 is it about the mission that would resonate with the listener? If you’ve had time to do research before the conversation, shine a light upon how your work dovetails with how the funder also thinks about impact.

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

This is a chance to illustrate how your work is worthy and deserving of financial investment because you are doing something unique and effective. This is a chance to own your Awesome. 

Why that matters is:

Why is the attribute a powerful differentiator in terms of fulfilling the mission? Focus upon this aspect of your approach vs. pointing to any perceived lack in peer organizations. 

What makes our organization/mission worthy and deserving of being significantly funded is:

This is a more straightforward claiming of your organization’s worth and effectiveness. State your response with conviction and confidence.

Personal “Why”

The mission of (organization name) is personally significant to me because…

Why is this work uniquely yours to do? Why are you (not just your mission) worth investing in? Don’t hold back! Own your power and worth. It’s not ego but instead it’s about stepping into your power as a worthy and deserving leader who is bringing about deep and lasting change.

Consider: Our deepest passions often spring from our deepest wounds. Is there something in your personal journey that would lead you to care so deeply about your mission? Or your commitment could come from a place of gratitude, a call to action rooted in the desire to give back; what was the original inspiration behind this?

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

This guiding sentence is designed for those who have less comfort sharing their personal why, but have access to the emotion of frustration. Frustration and anger can be powerful drivers toward change. 

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

Illustrate the early passion for the work and why it became a ‘bodysnatcher’, but not leave it there. The follow-on sentence below should take the listener to the present moment, and serve as an invitation to share in the organization’s evolution and excitement for its trajectory and potential. 

But what’s most exciting now is:

Again, this should take the listener to the present moment and the organization’s potential, and serve as inspiration for the listener to invest in making this potential a reality.

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

In an internal team setting, or board retreat, share what you feel is most resonant/significant about the work that has been done thus far.

When talking with a funder, this is an opportunity to shine a light upon an aspect of your work/mission that would resonate with the listener.

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

Take the listener on a journey of transformation that can also serve as an invitation to their own transformation.

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

This is the time to share one or two stories that powerfully illustrates your work. Weave in emotional texture, highlight specific people or communities that have benefitted and the ripple effect of these positive shifts.

Ideally what you share has some resonance with the listener, so if you have time to prepare in advance be sure to do your homework. You can name their funding priority that focuses upon the same outcome(s) your story illustrates, and share that you too care deeply about this level of transformation. 

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

This is an opportunity to share more stories that have emotional resonance for you, but also clearly illustrates the power of your work and its results.

My ultimate vision for our impact is…

Where does your vision for a better world dovetail with the funder’s? If it is true to say it is your ultimate vision, name it. If not, you can modify the question to: “A key aspect of our vision is…” so that you are authentically illustrating your vision-alignment. 

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