by Jeanne Murray, Partner
What brings you joy in your nonprofit work?
When our team works with nonprofit clients on messaging and communications, we encourage them to share success stories, statistics that are driving the need, and data that demonstrates their organization’s effectiveness. All of this information helps tell stories of why people should support your mission with their time, talent, and treasure.
Messaging that truly compels support includes one additional ingredient: why people should care.
Inspiring others to join your cause can be deeply personal and incredibly fulfilling, and it starts with you. In campaign fundraising, we always advise volunteers to make their own gift first, before asking someone else to give. In the same way, it’s worth taking the time to clarify and frame your own “why” so you can share what you love about the work more naturally and confidently.
- Find your why. What makes you feel hope, pride, or excitement about this work? What made you smile today? Often, sharing positive emotion is more persuasive than leaning on fear or guilt. Start a list of what you love about this work and see what themes emerge.
- Share your why. Start a board meeting with a story connected to something on your list. Ask a volunteer if they have experienced a similar moment. Call a donor and share an anecdote about a joyful outcome their gift made possible.
- Make it contagious. Encourage everyone – staff, volunteers, donors, board members – to develop this practice. The beauty of “why” messaging is that it comes in many forms and can be meaningful in many contexts. Volunteers may be inspired by simply knowing that others share their beliefs. Board members may feel pride in representing the good work of your staff. Staff members may feel hope when they see a client smile or work alongside a volunteer who truly cares.
People say nonprofit work is hard. Yes, and it has moments of grace and joy. There is no limit to your reasons why, and no why is too large or too small.
Start today by thinking of your why as a simple practice: Look for positive emotion, connect it back to your mission, and share what you love with others. When you lead with joy, you don’t just tell your mission’s story – you invite others to become part of it.