EP14 Craft your Who We Serve 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, Sarah Mayer. Let's dive in.
Sara Mayer: Hi, and welcome back to Impact Unleashed, the non profit edition. I'm your host, Sara Mayer, and today we're diving into story number six in our series on the 10 Stories Great Leaders Tell by Paul Smith. If you're watching on YouTube, you know I'm holding up a book. If you're not watching on YouTube, I encourage you to check us out on YouTube.
Sara Mayer: And this story is truly essential because it answers one of the most fundamental questions for any nonprofit. Who do we serve? But before we jump in, this is a series of 10 stories that great leaders tell. So let's do a quick recap [00:01:00] of all the stories we've covered so far. The first one, the founding story, where we came from.
Sara Mayer: This is your origin story. The moment that sparked your mission and set. everything in motion. Number two, the case for change. That's why we can't stay here. This story explains why the status quo is unacceptable and why action is needed now. Number three, the vision story. This is where we're going. Here's where we paint that vivid picture of what the future looks like when our mission is fully realized.
Sara Mayer: Number four, the what we believe story. This is the moral compass of your organization, the core beliefs that drive your work and set you apart. Number five, the value story, how we do things differently. And this truly demonstrates how you operate and the guiding principles that shape your approach. So that brings us to story number [00:02:00] six, if you want to take some time and jump back, go ahead and hit pause and you can jump into some of those other stories, but each story acts independently and you can read this shorty book really quickly, but doing the work of writing the stories takes a little more time.
Sara Mayer: All right, so let's dive into the who we serve story. This is one of the most important stories are your nonprofit can tell why. Because people don't connect with causes. They connect with people. The Who We Serve story truly humanizes your mission. It takes your work from abstract numbers and statistics into real human or animal lives if you work with animals.
Sara Mayer: It makes donors, volunteers, and supporters see the impact of their contributions in a way that resonates deeply. So let's talk about what the story must [00:03:00] do. First, your who we serve story isn't just about listing demographics. It should truly bring your audience face to face with the people impacted by your work.
Sara Mayer: It should challenge assumptions about who your beneficiaries are. It should create that emotional connection and empathy. And it should give a voice to those you serve, making them the heroes of the story. So this is how you structure your who you serve story. So first, you really want to break those stereotypes.
Sara Mayer: Many people have preconceived notions about who benefits from a nonprofit service. And the story Should really challenge and reshape those perceptions. For example, a common assumption, homelessness only affects single men with addiction issues. But the truth is, did you know that the fastest growing homeless population is [00:04:00] single mothers with children?
Sara Mayer: That's who we serve. You want to lead with something that makes your audience stop and consider what they thought they knew. It's really important, number two, to introduce a specific person that is real and actually representative of what you do. So instead of talking about the people we serve in general terms, introduce one person.
Sara Mayer: So for example, meet Lisa. She's a mother of two, and for most of her life, she never imagined she'd need help from a non profit. But when she lost her job due to company downsizing, suddenly keeping food on the table became a struggle. And this really makes her story relatable. Lisa could be anyone. She could be a friend, a neighbor, even the listener themselves.
Sara Mayer: Number three, you want to show the challenge they faced. So this is where you illustrate the real problem, not just the numbers, but [00:05:00] with actual emotion. Lisa was doing everything right, applying for jobs, cutting expenses, and seeking help. But the safety net she thought that would be there, Just simply weren't enough.
Sara Mayer: She wasn't eligible for assistance, and soon she found herself skipping meals so her kids could eat. And this is what makes the listener really feel the stakes. And then next, you want to share how your organization has helped. So this is where you bring in your nonprofit into the story. Not. Not as the hero, but as more of the guide that helped Lisa take back control.
Sara Mayer: For example, that's when she found your non profit. With just a few weeks of emergency grocery support and job coaching, Lisa got back on her feet. She found a new job, and more importantly, regained her confidence. Today, she volunteers at her food [00:06:00] bank, helping families who are in the same position she once was.
Sara Mayer: It turns the story into a story of transformation and next you want to make a call to action.
Sara Mayer: The call to action really makes the listener see their role. So you really tie this back to your audience. Lisa's story isn't unique. There are thousands of family like thousands of families like hers who need support. But they can't do it alone. That's why we're here. And that's why we need you. Will you stand with us to help the next Lisa find her way forward?
Sara Mayer: And boom, now you've really created that emotional connection in the clear next step. So here's an example from start to finish of the full Who We Serve story. So it could sound like this. Most people think food insecurity only affects the underemployed. But the reality, [00:07:00] nearly half of people who rely on food banks are employed, but still can't afford groceries.
Sara Mayer: That's Lisa's story. Lisa worked as a full time retail, at a full time, Job at a retail store, but when her rent went up and unexpected medical bills piled up, suddenly her paycheck wasn't enough. She found herself choosing between paying for electricity and buying food for her kids. That's when she turned to XYZ nonprofit with just a few weeks of support, fresh groceries, financial coaching, and commute and a community that believed in her.
Sara Mayer: Lisa got back in her feet. So today she's not only. Surviving. She's thriving. She even volunteers with us, helping other families face facing what she once did. But Lisa isn't the only one. There are hundreds more just like her hardworking people doing everything right, but still struggling to make ends meet.
Sara Mayer: We believe that no one should have to choose [00:08:00] between food and rent. And if you believe that too, let's do something about it. Donate today, volunteer this weekend and be a part of the change. Now, if you want to make that story even stronger, you can keep these three things in mind. One, focus on one person, not a group.
Sara Mayer: People relate to individuals, not broad statistics. Two, make it personal, not just pity based. Your beneficiary should not be a victim. Show their resilience, not just their struggle. Use contrast. You can use the before and after moments to highlight transformation. The who we serve story is truly one of the most powerful tools in your nonprofit storytelling arsenal, because when people see themselves in the story and when people see themselves in the people you serve, they're more likely to take.
Sara Mayer: Action. So here's my challenge for you this [00:09:00] week. Write down one transformational story of someone that your nonprofit has served, practice telling it in a way that feels personal, powerful and compelling, and then use it in your next fundraising campaign, board meeting or social media post. Now, if you found this episode valuable, don't keep it to yourself, hit that subscribe button, share it with somebody else, and join our community, Impact Unleashed, the non profit edition on Facebook, where we continue the conversations and build a community of world changing
Sara Mayer: Up until next time, please keep telling powerful stories, keep changing lives, and keep making that 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 [00:10:00] 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.