The frustration experienced by parents globally during their child’s “why?” phase is a topic widely discussed online. Our innate curiosity drives us to seek answers to questions like why the sky is blue or why certain rules exist. As we grow, we develop ways to satisfy our curiosity through learning and technology like Google. However, we’re often encouraged to limit our questioning, though some of us remain naturally curious.
As fundraisers, we can leverage the power of “why?” to strengthen our core proposition, or case for support. A robust proposition is crucial in explaining why a donor should support our cause and why they should choose our organization for their support. Are we confident that our proposition addresses all possible questions? Four key questions that can sometimes be confused in a proposition are:
- What are the project activities?
- What are the project outputs?
- What are the projects outcomes?
- What impact will the project have?
Using “why?” can help clarify these points. For instance, consider a mentoring project for fundraisers:
“My project provides mentoring support to fundraisers in small charities by training experienced fundraisers as mentors. We not only undertake the training and matching of pairs but also provide support to both sides during the year-long relationship. This is done during three intakes each year.”
While this covers the basics, it’s essential to delve deeper by asking “why?” For example:
“Why is mentoring important?” “The mentee’s organization sees increased income from fundraising. The sector’s talent pool is net increased thanks to this development of talent from within.”
By continuously asking “why?”, we can connect our work to its core purpose and demonstrate its significance. So, the next time you’re crafting a proposition or appeal letter, why not take the time to ask yourself “why?” a few times to ensure clarity and impact?
