Connecting Deeply with Donors | Crafting Your Why

When boards and staff come together, one of the most powerful ways to begin is by sharing your personal “why.” While everyone may serve under the same North Star — the organization’s mission and vision — each of us arrives with a unique perspective. Naming and sharing those perspectives allows us to be seen, felt, and heard in deeper ways. It strengthens bonds across the team and reaffirms why serving the mission is not only important, but personally significant.

This practice works beautifully in board retreats and staff gatherings, setting the stage for connection and solidarity. It is also an essential tool for external engagement — especially in building authentic relationships with funders.

Fundraising conversations are most effective when they move beyond programs and data into authenticity, vulnerability, and emotional texture. When you share your personal why, you invite others — including funders — to share theirs. This shifts the dynamic from transaction to partnership, opening the door to a shared vision for change.

The prompts that follow will help you articulate your Organizational Why, your Personal Why, and a set of Bridging-to-Funders questions. These aren’t polished speeches; they’re short, authentic “nuggets” that make you come alive, spark curiosity, and invite others into deeper conversation.

Your responses can be used in many contexts — at galas, luncheons, convenings, or one-on-one meetings — and serve as natural openers that keep conversations flowing with passion and connection.

To guide this process, we’ve created the Crafting Your Why Form, a Black Fox Global resource designed to help you connect your personal and organizational story to the heart of your mission.

(As referenced in our blog post, Leading the Donor Dance)

 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 claim of your organization’s worth and effectiveness. State your response with conviction and confidence.

The impact I’ve seen from our work that most convinces me it matters is…

Use a concrete example of story that illustrates the difference your organization makes. Impact resonates more when it’s personal and specific.

When I imagine the world without our organization, what’s missing is…

Help the listner picture what would be lost without your work. This highlights urgency and reinforces why investment in your mission is essential. 

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 — this is about stepping into your power as a worthy and deserving leader. 

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

For those less comfortable sharing vulnerability, frustration and anger can be powerful motivators. This frames your passion as a response to something that needed to change. 

The moment I knew this work mattered to me was…

Share a personal turning point — a story, experience, or encounter that crystallized your commitment to this cause. 

What was most exciting in the early days of this work was…but what’s most exciting now is…

Share how your passion evolved over time. This illustrates growth and brings the listener into both the history and the present energy of the organization. 

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

Choose a story, achievement, or impact that reflects what you value the most. In a funder context, highlight something that would also resonate with their priorities. 

The story of our impact that most touches. my heart is…

Share one or two stories that illustrate transformation. Be specific, use emotional texture, and highlight ripple effects of your work. Ideally, tie the story to what you know about the listener’s priorities. 

When I talk about this mission with friends or family, the story I tell most often is…

This is the “go-to” anecdote that alreaady feels natural and authentic for you to tell. Practice noticing which stories you return to often — those are usually the strongest. 

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

Share what sustains your energy and commitment. This adds resilience and humanity to your story. 

My ultimate vision for our impact is…

State your vision with clarity and conviction. If it truly is your ultimate vision, name it. If not, you can frame it as: “A key aspect of our vision is…” so it feels authentic. 

Bridging to Funders

If I had one sentence to capture why I’m here, it would be…

Create a concise, powerful statement that sums up your commitment. This is often what funders remember most. 

I think people who care about (issue) will connect to our work because…

Frame the mission in terms of shared values. This helps the listener see themselves inside the story. 

The values that drive me in this mission are…and I sense those values in you, too.

Highlight values alignment — this is one of the strongest bridges you can build with a funder.

I’m curious, when you think about (issue area), what keeps you up at night?

Use this question to turn the conversation around. It signals deep respect for the funder’s perspective and opens the door to their “why”.

Closing thoughts:

As you reflect on these prompts, remember that your “why” is not about perfection — it’s about presence. Sharing from a place of authenticity and conviction strengthens trust insdie your boardroom and beyond it. When you bring your personal and organizational why into conversations with funders, colleagues, and your wider community, you invite them into a sotry they can see themselves in. That is how relationships deepen, resources grow, and missions move forward. Your why is not just your story — it’s the bridge to collective impact. 

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