Explaining The Work When You Do It All
I guided a conversation last month that covered some fundraising fundamentals. One of the first things we discussed was starting with the "why" and how to communicate it effectively to your community, supporters, and donors. The goal, of course, is to build connection and raise funds to sustain the mission of your organization.
During that conversation, one participant named something that I hear often:
“It’s so hard to explain what our organization actually does, especially in a case statement.”
My first response?
Yes. It is hard.
Many nonprofits do a lot. Your organization probably lives out its mission across four, five, or even more distinct programs. Trying to fit all of that into a few clear sentences—without losing the heart of it—can feel nearly impossible.
But here's the thing: writing a strong case statement isn’t about listing every program. It’s about helping people understand why your organization exists and what change you're working toward.
Focus on Purpose, Not Programs
Oftentimes in our work with clients, to uncover the future direction of the organization or to assess alignment, we start by thinking about values or nailing down the keywords that identify the focus of their work. This helps get to the point—what your organization is here to make possible in the world. Sometimes, the mission statement already captures that. Sometimes, it needs a little dusting off.
The goal is to uncover the essence of your work. Once that’s clear, the various programs become supporting characters in the story, not the story itself.
Complexity Doesn’t Have to Mean Confusion
Whether you're speaking to a foundation, a potential donor, or your neighbor across the street, it is possible to explain what your organization does in a way that’s both clear and compelling.
Take us at The Spark Mill, for example. We often say:
“We exist to make change possible.”
That’s our center. We do that through strategic planning, training, facilitation, and more—but it all ladders up to that core idea. That’s what people understand, get behind, and value about our work.
It is Doable
If you’re wrestling with how to describe your organization when it does so many things, start with these prompts:
What’s the one sentence that captures why your organization exists?
What would happen if your organization didn’t exist?
What is the change you’re working toward—and how do your programs support it?
When you lead with purpose and back it up with story, strategy, and clarity, people will get it. You don’t need to say everything—just what’s most important.