Define the Problem
This can be an easy step to skip: defining the problem that you’re here to solve. It’s a little ironic (don’t you think?), since this is the precise reason you got into this work to begin with and is the reason you get up every day. But it’s one of the four key questions you need to ask to know exactly what you do.
To see what we’re meaning, take a quick minute to go to the websites of five of your favorite charities. Notice who of them clearly states the problem they are trying to solve on their homepage. Then, notice who relies on you to assume that you know the problem that is being addressed. You might be surprised that even some of the most well-known charities don’t state the problem up front, leaving the potential donor to simply believe in their ability to do a good thing…
...but it can go so much deeper than that.
When you’re defining the problem you are trying to solve, think about these things:
Give the full picture. “People are drinking dirty water,” is one way to introduce a problem, and everyone can grasp what it would be like to be forced to drink dirty water. But the next step is to paint the whole picture of how many people don’t have water, what happens when they drink dirty water, and what that does to an entire community. All the facets matter, because wholistic solutions change lives.
Then get specific. Once you can paint the picture, you’ll want to zero in to a bite-sized version of the problem. It has to be meaty enough to be compelling, but not too vast that your donor feels like their contribution is helpless. Often times, that comes in telling a person’s story, or the story of a specific community.
Don’t assume what your audience can or cannot handle. Some think it’s too much to share the grittiness of a situation or just how much trauma someone faces. But your assumptions might lessen the connection your donor finds to your work. Instead, focus your attention on the person whose story who you are sharing. Honor that person when you tell their story - which might mean leaving some specifics out of the narrative but still sharing a level of intensity that acknowledges the hardship while connecting donors to that.
Be sure that problem is clearly met with your solution. There may be parts of your solution that are a little broader. When you create an ask, though, be sure to connect a specific problem with a measurable solution. That’s the perfect nexus of what to share.
What’s the bottom line question here? Ask yourself this: why do you get up everyday to come to work? What mark are you trying to leave on the earth? If you start there, defining your problem as a compelling case to your donor will fall into place.