This article is part of a series on the six building blocks of storytelling: Who, What, Where, Why, When, and How. So far, we’ve looked at who, what, and where. Today, we’re looking at “Why”.
Why Is Your Work Needed?
It’s not enough to say that you meet a need. Be specific. What exactly is missing? What specific piece of the system is broken?
Here’s a tip: start by writing a sentence explaining your work that answers “Why?” with a sentence that begins with “because…”
Why? …because traffickers know when children are aging out of the system.
Why? …because in this village, the nearest church is a three-day walk across the mountains.
When you’re happy with that, simply knock off the “because” at the start and you’ll have a strong statement about why your work is needed: In this village, the nearest church is a three-day walk across the mountains.
That’s a strong start to your story. It provides the framework for everything that follows.
Why Isn’t the Need Already Met?
Sometimes (most times), the problem is more complicated than it looks. Maybe there’s no Bible in a village because the language doesn’t have a written alphabet. Maybe your organization bridges a gap in a system that leaves people out. Explain why the need persists, and why your approach is necessary.
Why Do You Do Things the Way You Do?
People want to know why you operate the way you do. Sharing the reasons you do things in a certain way helps them understand why you need the resources you’re asking them to give. Maybe you provide rides because the bus stops running before the night shift ends. Maybe you offer legal advocacy because survivors need support in court. Sharing the reasons behind your methods help to build trust and gives donors context for the work you do.
Why Should Someone Support You?
This isn’t about competing with organizations doing similar work, it’s about making donors feel safe handing you their hard-earned cash. Donors give for three main reasons:
- They believe you can do the work. Share your experience, your learning, and your commitment.
- They trust you to handle their gifts well. Keep your finances and reporting organized and transparent.
- Your values align with theirs. Make your values clear when you talk about your “Why.”
Think of your storytelling over the course of a year. Are you addressing all three of these areas? If not, then you’re leaving out a crucial part of the conversation.
Your Foundational Why
Your founder’s story should address not only how you got involved with this cause, but also why you got involved and why it matters to you. When you share what drives you, you invite others with similar experiences or values to connect.
“Because I believe…” is a powerful way to state your purpose and invite others to join you, not just as donors, but as partners who share your conviction.
Homework
Take a look at your mission and answer these questions:
- Why is your work needed?
- Why isn’t the need already met?
- Why do you do things the way you do?
- Why should someone support you?
- And most importantly: “I am doing this because I believe…”
Find the answer that makes your heart beat faster. That’s the bridge to your supporters.
