mastering the art of communicating your charity’s “why”



Every charity has a “why” – a clear and compelling reason for their existence. However, communicating that “why” effectively can be a challenge. In this blog post, we will provide a guide for charities on how to communicate their “why” effectively, including expert tips and strategies for developing a clear and compelling message that resonates with donors and inspires action.

Section 1: Define Your “Why”

The first step to communicating your “why” is to define it. Your “why” should be a clear and concise statement that highlights the impact of your work and the importance of your cause. To define your “why,” consider your mission, vision, values, and the needs of the people you serve.

Section 2: Develop a Clear and Compelling Message

Once you have defined your “why,” the next step is to develop a clear and compelling message that resonates with donors. Your message should be emotionally compelling and easy to understand. Use stories, images, and statistics to illustrate the impact of your work and the importance of your cause.

Section 3: Tailor Your Message to Your Audience

Tailoring your message to your audience is essential for communicating your “why” effectively. Different donors may be motivated by different aspects of your work or cause. Consider the values and interests of your audience and tailor your message to resonate with them.

Section 4: Use Multiple Channels to Communicate Your Message

Using multiple channels to communicate your message can help you reach a wider audience and engage donors in new ways. Consider using social media, email marketing, and video content to communicate your “why.” Use targeted advertising to reach specific audiences and track your metrics to assess the effectiveness of your message.

Section 5: Engage Your Supporters

Engaging your supporters is essential for communicating your “why” effectively. Provide regular updates and feedback to keep them informed about your work and the impact of their donations. Consider offering incentives like recognition or prizes for top donors.

Section 6: Measure Your Impact

Measuring your impact is essential for assessing the effectiveness of your message and making data-driven decisions. Use analytics tools to track key metrics like donations, engagement rates, and social media reach. Use this data to make informed decisions about your communication strategy and adjust your message as needed.


Communicating your charity’s “why” is essential for engaging donors, building a community of supporters, and making a meaningful impact on your cause. By defining your “why,” developing a clear and compelling message, tailoring your message to your audience, using multiple channels to communicate your message, engaging your supporters, and measuring your impact, you can inspire action and make a difference in the world. With these tips and strategies, charities can communicate their “why” effectively and achieve their goals.