It’s HOW, not WHY.
Last week as part of a work retreat to prepare for the upcoming fiscal year, my company had the pleasure of hosting Tom Asacker, an author, TedX speaker and philospher. During his presentation he asked us how we can make our brand resonate with our consumers drive donors. I immediately thought of Simon Sinek and raised my hand. I said something along the lines of, “We have to sell our why before our what.” Tom chuckled and said, “Oh, you heard Simon!?” After that he quickly (and quite powerfully) rejected my thoughts and said, “They don’t care about your why. They want to know what’s in it for them.”
Working for a non-profit and realizing that we’re all about emotional storytelling to be effective, I couldn’t argue with him. He pointed out that our HOW is the most important factor in selling our WHY. Getting people to connect with our message and cause is what’s going to drive our fundraising.