EP13 Craft your What We Believe Story
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Sara Mayer: [00:00:00] Welcome to Impact Unleashed, the nonprofit edition, where we dive deep into the untapped potential of nonprofits and their remarkable ability to create a lasting impact. I'm your host, Sara Mayer. Let's dive in.
Sara Mayer: Welcome back to the Impact Unleashed, the nonprofit edition podcast. I'm your host, Sara Mayer, and we're diving deep into the next installment of the 10 Stories Great Leaders Tell. This is the book that we've been working out of by Paul Smith. It's a little shorty episode. If you're watching on YouTube, you can see.
Sara Mayer: And it's more than just one story. So today we're talking about the What We Believe story. This is not just a feel good statement. It's the strategic and psychological foundation for your nonprofit's brand, culture, and influence. So if your [00:01:00] founding story is the origin story and your vision is the destination, then your belief story is the moral compass.
Sara Mayer: It's the guiding force that shapes everything in between. So we have been diving into the 10 stories great leaders tell this is one of the what we believe story. And that is story number five. So if you haven't listened to the other episodes, I encourage you to jump back. All right. So your, what we believe story is that guiding force that shapes everything in between.
Sara Mayer: But here's the kicker. Your belief story is only as powerful as it is bold. If you create alignment and division, and yes, you heard that the strongest belief stories don't just invite people in, they challenge them to take a stance and a great belief story isn't designed just to be agreeable.
Sara Mayer: It's designed to be magnetic. [00:02:00] So why the we believe story is a strategic. Imperative for your nonprofit. It's more than a warm and fuzzy slogan. It's an activator. It must distinguish your nonprofit from others in the space. It must polarize because a belief that pleases everyone truly inspires no 1 and it must energize by creating an emotional charge that makes people feel something deeply.
Sara Mayer: And then it must mobilize by giving supporters, donors, and advocates a reason to stand with you and be hot behind your programs. So this story keeps your organization from becoming transactional. It really transforms passive donors into lifelong advocates. And that's why we can't just settle for a generic agreeable belief statement.
Sara Mayer: So for example, we believe [00:03:00] mental health matters. That's a little too broad. We believe that access to mental health care is a right, not a privilege. Strong. Grr. But still common. We believe that ignoring mental health is a form of societal neglect and we refuse to let people suffer in science. Silence.
Sara Mayer: That's science. Now we're getting somewhere. Do you see the shift? We've gone from a statement to a true stand. That's a what we believe story. So there's a structure for structuring your powerful belief story. So to craft a belief story that doesn't just inform but compels, this uses a high impact framework.
Sara Mayer: So it calls out the common assumption and then challenges it. So you want to start with what people already believe or assume to be true, and then you disrupt it. So for example, a common assumption, food [00:04:00] insecurity is about not having enough to eat, correct? So Disruption. Food insecurity isn't just about hunger.
Sara Mayer: It's about hidden choices families are forced to make. It's about deciding between rent and dinner, between medicine and groceries, and that is unacceptable. This immediately hooks the audience by making them rethink something they already thought they Understood. Number two, you want to define what you stand for.
Sara Mayer: In one sentence, no fluff. Make a powerful, unfiltered statement about your core belief. So for example, we believe that education isn't just a privilege. It's a weapon against injustice. We believe that generational poverty is not a personal failure. It's a structural design flaw. This is not a place to play it safe.
Sara Mayer: The more precise but bold your belief, the stronger the emotional [00:05:00] connection. And you want to prove it with a story that invokes emotion. So that now that you've made your belief claim, back it up with a transformational story. And this is really where the logic meets the emotion. For example, we once worked with a single mom, Tanya, who was working two jobs and still had to choose between rent and food for her kids.
Sara Mayer: She told us she felt like a failure, but let me be clear, Tanya didn't fail. The system did, and that's why we exist. That's why we fight. By centering that real human experience, we take our belief from theory to reality. And then number four, you want to invite alignment and disagreement. A belief story isn't just about who you attract.
Sara Mayer: It's about who you repel. It should be strong enough that some people will disagree. They may not be your people. For [00:06:00] example, if you believe like we do, that healthcare should never be a financial decision. We invite you to stand with us. And if you be believe otherwise we may not be the nonprofit for you.
Sara Mayer: That last line, that's where the real commitment is built. It signals that it's not just a mission. It's a movement. All right, so here's some example, or here's one example of a high impact belief story. Let's put this all together in advanced level belief story. Most people think that homelessness is not, is about not having a place to sleep, but that's a lie.
Sara Mayer: We tell ourselves to make the problem seem simpler than it is. Homelessness isn't about a lack of shelter. It's about a lack of belonging. It's about being ignored on the streets, passed over in hiring, and dismissed by a system that treats you as invisible. We believe that no one is beyond redemption.
Sara Mayer: That dignity isn't something you [00:07:00] earn, it's something you're born with, and that's why we're here. Because homelessness isn't a crisis, it's a failure of our collective humanity. If you believe, like we do, that every person deserves a chance to rebuild, then stand with us. But if you believe that homelessness is a personal choice we're probably not the right nonprofit for you.
Sara Mayer: The story does three things. It challenges an assumption. It takes a clear, uncompromising stance and invites passion and alignment. In a respectful division, and this is how you can create a true belief driven momentum. So here's a final thought. The power of polarization and nonprofit messaging is critical.
Sara Mayer: And the truth is most nonprofit leaders don't talk about their goal. How do I say this? Mo. Here's the truth that most. Nonprofit leaders don't talk about your goal isn't to get everyone on board. It's to build a tribe of fiercely [00:08:00] committed people who see the world in this way that you do and will fight to challenge it alongside you.
Sara Mayer: It's also to repel those that maybe are not the right fit. So here's your challenge. Does your current belief story make people uncomfortable? Does it force them to take a side? Does it force them to truly decide if they are aligned with your non profit? If not, it may be time to go a little deeper. You can't satisfy everybody, but when you want people to believe and support your non profit, you need to get to the core of their values.
Sara Mayer: So don't play it safe with your belief statement. I hope this episode sparked something in you. If you're ready to define your belief story, take 15 minutes, write down what your nonprofit really stands for, and then ask yourself, is this bold enough? If you love this episode, make sure you smash that subscribe button, share it with your team and join our Impact Unleashed Nonprofit Edition [00:09:00] Facebook group, where we're diving deeper into leadership, storytelling, and impact.
Sara Mayer: Until next time. Be bold, take a stand, and unleash your impact.
Sara Mayer: Thank you for tuning in to this episode of Impact Unleashed, the nonprofit edition. I'm so excited you were here on this journey. If you haven't signed up for our newsletters and wonderful resources, please visit nonprofitimpactunleashed. co. Again that's nonprofitimpactunleashed. co. I look forward to seeing you on our next episode.
Sara Mayer: Of Impact Unleashed.