Without your "why" ican there truly be purpose in how and what?

Last week as a Trustee at RNIB purpose was central to conversation at our strategy away day. And, this week, in my role at CHAS I attended the CHAS Board of Trustees annual strategy day in. Again, purpose was at the very heart of the conversation as we look forward and plan for the future.

Recently, I posted on LinkedIn about our journey at CHAS with Ardoch Loch Lomond (an exclusive use events venue) to create a “profit with purpose’ business.

It has been fascinating to be involved with two very differing yet similar challenges (as future strategy is created), both of which have produced very different yet equally brilliant and compelling outcomes specific to each organisation.

Purpose is the beating heart of great fundraising, the driving force that propels charities forward, especially during challenging times like the pandemic and the cost of living crisis. In the midst of external turmoil, it becomes even more critical to remain grounded in the fundamental principles of effective fundraising and inspire people to support the causes they care about most.

While traditional strategies may be laden with corporate jargon and metrics, they often lack the emotional connection needed to truly inspire and engage fundraising teams to in turn inspire supporter. A shift towards a more inspirational approach is essential, infusing the fundraising strategy with the very essence of why the organisation exists. Quite simply it's the ‘why’ and it should drive everything an organisation does not just its fundraising team.

In the case of CHAS, our purpose “to provide unwavering care for children who may die young and their families through the hardest of journeys” is compellingly expressed through an ambition of "ensuring no one should have to face the death of their child alone." This ambition sits at the heart of our fundraising strategy – one that is articulated on one slide - and has become the guiding light that informs every decision and action taken by the team. Our strategy is entitled “Joy of Giving” as that is the experience we wish for each and every one of our supporters to have when giving to CHAS. It resonates deeply with the desire to make a real difference in the lives of families in need, and it is this profound motivation that propels them forward each day. I am looking forward to seeing the work at RNIB unfold and as a Trustee within that process – sitting on the other side of the table as it were to my day job – I was conscious of the work that has gone into producing the recommendations and will go into bringing that to life as a compelling vision to get behind.

Purpose provides the clarity and unity necessary for a charity to articulate its mission with unwavering conviction. It enables the organisation to distinguish between actions that bring them closer to fulfilling their purpose and those that divert them from it. With a clear sense of purpose, the charity can communicate its goals with sincerity and passion, inspiring others to join the cause and make a genuine impact.

When crafting a fundraising strategy, everything should revolve around the central question of "why." You need to ask that question time and time again and keep on asking that question. Understanding the purpose helps organisations align efforts, work cohesively, and make the right decisions. It ensures that every initiative undertaken is rooted in the meaningful impact it will create, both for the cause and the supporter.

Fundraising goals, objectives, and operational plans become more than just words on paper; they become a means to fulfil the purpose and create a tangible difference in the lives of those we are here to serve. Purpose-driven fundraising is not just about raising funds; it's about rallying people around a shared vision and empowering them to be part of something that truly matters to them.

In essence, purpose is the ultimate compass for a charity's journey. It guides them through the storms of uncertainty and inspires them to move forward with resilience and determination. By consistently focusing on their "why," charities can build a powerful connection with supporters, foster unwavering loyalty, and secure the vital support required to achieve their purposeful mission.

As the world evolves and current challenges dissipate and new ones emerge, it remains crucial for charities to continuously revisit and reaffirm their purpose. By doing so, they can stay motivated, united, and ever-ready to make a positive difference in the lives of those they serve. Purpose-driven fundraising is not just the key to great fundraising; it is the key to creating lasting change.

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