We’re looking at the Building Blocks of Storytelling: who, what, where, why, when, and how. On the surface, your “what” may seem basic—you probably know what you do. But the “what” of your stories can move people past surface-level giving to heart-level involvement with your cause.
What do you do?
As a nonprofit leader, you live in a world of elevator pitches, vision statements, and mission statements. Your website probably has a “What We Do” section—great for clarity and understanding. But be careful: jargon can creep in and confuse would-be donors. In Christian organizations, “Christianese” can also leave people confused. Words may sound familiar but mean different things to different people.
Clarity is key. Test your statements with people outside your organization to be sure you’re communicating clearly.
What difference does it make?
After “what do you do?” comes “what difference does it make?” This is about impact. Often, we focus on our actions or programs, but it’s important to connect those to the bigger vision. People may not get excited about your tutoring program, but they will get excited about breaking generational poverty. The big WHAT is what people want to support.
What’s at stake?
Closely related is “what’s at stake?” What happens if your organization isn’t there? What hole is left in the world? Help donors see the connection between your work, the difference it makes, and what’s at stake if you aren’t able to fulfill the mission.
As you share this with donors, remember you’re talking about the change you both want to see in the world.
What do you want?
Marketers know that desire is a powerful motivator. Organizations express desire in their vision statements. For example, Habitat for Humanity’s vision is “a world where everyone has a decent place to live.” The Alzheimer’s Association wants “a world without Alzheimer’s and all other dementia.” These are clear desires.
But what about you? If you’re called to this work, God has given you a deep desire to see something change. Share that desire. What makes you sacrifice for this cause? Go beyond “God called me to do this” and share the burden on your heart for a specific group or need. When you talk about your desire, you raise a banner for others who share that desire. That’s how you connect at a deeper level.
What do the people you serve want?
It’s also vital to know what the people you serve want. Portray the people you serve as three-dimensional, and share what they want in their own words when possible.
This taps into universal desires and connects supporters with those you serve. Frame the WHAT through their eyes and look for connections between what they want and what your supporters want.
What does God want?
How does God speak to the issue you address? Including God’s perspective isn’t just tacking on a Bible verse—it’s about seeking His heart for the work. Where do the needs of the world and the heart of God meet? Invite others to join you there.
What do your donors want?
Finally, what does your donor want? If you know what your supporters value, reflect that in your stories. Highlight shared desires, like leaving a legacy, seeing families reunited, or loved ones delivered from addiction. Donors want to know their specific action caused change. They want to be participants, not spectators.
There are lots of WHATs in your stories. Use them all to attract the people who will truly care about your cause and join you in it.
