Why Us: Three Questions About Your Brand

A common question donors or potential funders usually ask when approached for money by a nonprofit is "Why should I give to you?" According to two fundraising experts, that question can be answered by asking questions about your brand.

At the Association of Fundraising Professionals' (AFP) 49th International Conference on Fundraising, Bobi Bellows of Bobi Bellows Consulting and Todd W. Ruopp of Unleashing Performance Inc., said that nonprofits shouldn't expect people to know what they do just by looking at their name. To build a case of support for the organization, leaders must come up with answers to these three main questions:

Why Us?

• Are we really worth investing in?
• What is our special promise?
• What makes us unique?
• What opportunities are unfolding?
• What problem(s) do we solve.
• What miracle(s) do we deliver?
• What are we doing to change the world?
• What have we accomplished that someone other than staff and board would think worthwhile?

Why Now?

• What’s the hurry?
• Why can’t we wait?
• If funding were delayed, what bad things would happen and what opportunities would be lost?

Why the Donor?

• How will donors benefit emotionally?
• Why will this make them feel better?
• What do they hope for?
• How is heir fear or anger eased?
• How is something that they care about either healed, preserved or improved?