Once you have an effective and engaging one-liner, people will be curiously drawn in and want to know more. Astonished, they will want to know why you do what you do. Your story answers this question. Answering the “why” question in your potential donor’s mind will get you engagement.
Your story relates the inciting incident that started you on your hero's journey. It chronicles your struggle and how you found the answer in your mission. When your one-liner gives you the opportunity, your story answers the question “why” and reels new donors in.
People don’t buy into what you do; they buy why you do it…the goal is not to do business with people who want to buy what you have. But to do business with people who believe what you believe. - Simon Senik
When told effectively, your story allows donors to see why what you do matters and why you serve in your organization. Before donors buy into your vision, they buy into you. People buy into you and your why before they buy into your vision.
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