Rooted.To: Start with Why (pt1)
Several years ago a friend shared a very candid conversation she had with another supporter of our organization. They knew what we did. But they didn’t know why we did it.
I fought the urge to say, “well, duh, we do this because XYZ” and instead asked myself why the why was a mystery.
And I took it one step further and informally polled our staff about our why.
Surprisingly enough I got several different answers. The why was a mystery to our staff, too.
I left for Christmas break pondering this conundrum. “Know your why” was on repeat in the back of my mind like a top 40 hit. So I did what anyone does when they can’t quite remember song lyrics. I turned to Google. In mere seconds I was introduced to Start with Why by Simon Sinek.
Just a couple chapters in, I was furiously scribbling notes in the margins and had added reading the book to our monthly team huddle. And making lots of comparisons and contrasts from the business world to the nonprofit world.
Basic Premise:
“People don’t buy what you do, they buy why you do it” Simon Sinek
Translating terms:
Start with Why is written for a business audience. Some terms are immediately translatable. But if you’re getting stuck on any of the lingo, here are some helpful translations for your nonprofit context.
Buy - in nonprofits we have dual “buyers.”
First we have our program participant, our consumer. They may not be buying with dollars, but they are buying with their time and energy by taking part in what we have to offer. Without them, we do not have a context in which to operate.
Secondly, our funders are also our “buyers.” They are investing in the why, the what and the how our organization offers. Without them we do not have the material resources to operate.
Customer - since we have dual buyers, we also have dual customers. Our customers are both our clientele / participants and our investors / donors.
Product - Generally speaking our product is our program, though some nonprofit are more of a social enterprise that are selling a tangible item. But since nonprofits often offer a social benefit, you could argue that the product is also the outcome and impact the organization wishes to see in the world.
Part 1 Reflection Questions
Chapter 1 - Assume you know
“Behavior is affected by our assumptions or perceived truths” Simon Sinek
What assumptions do we make about our donors?
What assumptions do we make about our volunteers?
What assumptions do we make about our community partners?
What assumptions do we make about our clients / target audience?
Chapter 2 - Carrots and Sticks
“There are only two ways to influence human behavior: you can manipulate or you can inspire it” Simon Sinek
Why should your donor choose you?
Why should your donor continue to choose you?
Why should your donor choose you more than other organizations?
(Now ask those same questions of your program participants).
How about you?
Have you experienced manipulative leadership in your nonprofit career?
How did it feel? How did it influence you? What can you learn from that experience?
What is your vision for brand loyalty at your organization? Among your donors? Among your program participants?
Do you want your organization to get rooted.to why? Let’s chat!
