What we do best is help clients clarify how their values and beliefs shape who they are, what they do and why they matter. The result is a unique and compelling story that no one else can tell.

In 2004, we had the privilege to design The Winston-Salem Foundation community report showcasing the Foundation’s community-changing work as one of the oldest and largest community foundations in the United States, and the first foundation in North Carolina. The report became an early opportunity—now a decade ago—to think about how values shape identity and strengthen clarity of mission. In previous reports, the primary messaging and look changed annually which did little to differentiate the Foundation or further the integrity of its brand.

For the last decade, we’ve made sure that the Foundation’s stories are driven by its core values of generosity, integrity, excellence and inclusion. Consistency has helped the Foundation align its mission, values and identity, which over time has built cohesion internally and cultivated trust among donors, beneficiaries, partners and participants.

We recently helped another longstanding client, Arbor Acres, develop a capital campaign identity and communication for Fitzgerald—an on-campus, skilled nursing facility that houses their most frail and vulnerable residents.

During initial meetings and after reviewing working campaign documents, it was clear that the renovation of Fitzgerald was driven not only by Arbor Acres’ core values of excellence, innovation, caring and beauty, but also by the greater promise to all residents—especially those at Fitzgerald—of retirement in a place where every moment is connected to the fullness of life. These core values and beliefs became The Essential Promise—a campaign theme fully embraced as the primary message to donors.

So what is values-driven strategic communication?

We would say it is:

– understanding and clearly articulating what truly makes your organization different

– assessing the degree to which your values contribute to that difference

– aligning the values of your organization with the values of your key constituents

– synthesizing and translating that information into persuasive narratives and creative design that gives internal constituents the tools they need to talk confidently about the organization (key messaging, brand guidelines, goals and strategies, template sheets, roadshow presentations); and external stakeholders the emotional connection they need to wholeheartedly engage.

We believe this a critical difference worth understanding when you’re looking for a nonprofit communication partner.

Sinek uses Apple as an easy-to-understand (though maybe now a bit overused) example of a company that has grown an army of passionate and loyal customers by expertly communicating its Why. After years of aggressive advertising, we know that Apple believes in challenging the status quo and thinking differently. And oh, by the way, they happen to make phones and computers. While other computer manufacturers were touting the literal and unemotional ‘Intel inside’, Apple was forging an emotional bond with like-minded consumers. That kind of loyalty is difficult to build but also hard to break.

It helps that Apple makes cool stuff and spends tons on awareness. But they figured out early on that people are inspired to buy their products over and over again when they form an emotional connection to the company’s values and beliefs. This isn’t just marketing-speak. Science proves that behavior and decision-making are controlled by the part of the brain associated with emotions like trust and loyalty. The rational part of the brain then kicks in to support the decision.

If we asked you why you go to work every day, your answer would probably be something like: To help the homeless. To improve our community’s health. To fight poverty. To educate children. This necessary and important work is what you do, not why you do it. Most organizations limit their communication to the what which minimizes the likelihood that people will connect emotionally to their cause.

Non-profit organizations are especially vulnerable to emotionless positioning and communicating because they often have fewer resources—staff and money—to dedicate to both. But generic and uninspired capital campaign titles and ‘we do this’ tag lines and messaging do little to forge the emotional connections that influence behavior.

It’s true that a tagline can only do so much of the brand positioning work, but as the first look into your organization’s soul, it needs to do more. If other organizations can claim your positioning (we call this the swap test) then it’s time to dig deep, identify the unmet needs of your constituents, and craft a genuine, values-driven story that distinguishes your organization from the multitude of others vying for the attention of the same donors, advocates, students and others.

When we’re getting to know a new client, we ask a few basic but important questions that help us move closer to the core of why an organization does what it does:

1. How do your values inform what you do every day?
2. Who do you care about, and what is their unmet need?
3. What stories can you tell that others can’t?
4. Can your organization pass the positioning swap test?

Identifying and communicating your Why—and the role your values play in determining it—is not necessarily difficult, but it requires intimate knowledge of your organization, honest introspection and, perhaps most important, the courage to lead with it. It also demands skillful story-telling and design—the kind that triggers the part of the brain where emotion lives. When that happens, you’ll begin to see a change in behavior and the kind of Apple-like loyalty that’s hard to beat.

Learn more about discovering your Why at www.startwithwhy.com.

We seek clients who are shaped by their beliefs and driven by a core need to improve humankind.

You’re looking for a partner who understands social impact.

There is no question that the strategies and language of nonprofits and for-profits are different. Since 1996, we have helped nonprofit organizations win the battle of aligning their values with those of external and internal stakeholders who can help them be successful.

Your mission is blending in with the growing number of funders and nonprofits.

Nonprofits are realizing that differentiation and message clarity matter, especially when seeking partners and collaborators who will help them succeed. We help define why you are unique and how your values inform that difference. Only then can we begin to craft a compelling narrative that inspires participative engagement with people who can help you the most.

You recognize that your brand is a strategic asset for implementing your mission.

Progressive organizations understand that brand clarity is less about awareness-building, fundraising and public relations, and more about building capacity and cohesion. They also recognize that it takes time and committed resources—human and financial—to move from short-term tactical discussions to long-term strategic engagements that result in lasting and sustainable understanding of why they are here.

You need a plan.

An inspirational story isn’t much good if nobody knows about it. Our customized communication plan outlines the detailed roadmap organizations need to target diverse audiences and inspire action.