Assignment Content
In chapter 8, Sargeant & Shang discuss how to tell the story of your nonprofit. In the section on Case Expression (p. 230), they introduce the notion of the four pillars. As fundraisers, we always need to adapt written cases for support for new purposes–a grant, donor conversation, or direct mail piece. The four pillars analysis can help you think about how to boil down an organizational case document into something evocative and immediate.
In this essay you’ll practice making the case with the four pillars. Thinking of an organization–your place of work or internship, or another nonprofit you are familiar with. In this three-part assignment you will:
(1) create a chart of the vision, enemy, hero, and recipient for your chosen organization. Sargeant & Shang provide examples on p. 231 and 232. No particular format is necessary–just one sentence for each pillar.
(2) create a 2-sentence fundraising proposition inspired by your responses to 1 & 2. See p. 231, the example of Action for Blind People that starts with “Every fifteen minutes…”
(3) now that you have your four pillars and fundraising proposition, it’s time to tell a story. Think of a particular example involving a recipient(s) whose life was changed through your organization. It should be something particular that moves the world one step closer to the vision in your four pillars. Tell that story in 2-3 paragraphs. Who was involved? What happened to that person? The narration should have an emotional appeal. For further illustrations, see https://blog.hubspot.com/marketing/5-elements-of-a-compelling-nonprofit-story.