Time and time again I encounter organizations who cannot articulate their unique value. They can talk at length about the work they do and why it’s important, but they don’t have a solid argument for why their work deserves support over all the others out there.
If there were no other organizations out there doing similar work, you wouldn’t need to say why you’ve chosen the work you’re doing nor tell me why you’re the one best suited to do it. But in a world where lots of organizations are doing similar and even overlapping work, and where donors and funders have access to many options for their dollars, why should anyone support you instead of someone else?
Think about the way for-profit businesses try to distinguish themselves from the competition. Verizon has the most extensive network. AT&T has the fastest network. Sprint has the cheapest plans. All three overlap in their work but they have found ways to distinguish themselves from the competition and answer the question: why you?
Look, I’m not a fan of competition, but that’s the reality. There are other organizations working on the same issue as yours. They have made a case for why their work is important, so why should I support you over them? Donors have a limited capacity to give, and oftentimes a limited willingness to give to unfamiliar organizations. What’s your argument for why you – your approach, your work, and your qualifications – are worthy of support?
Quite honestly, some organizations are doing redundant work and donors are better off giving their money to someone with more experience and expertise. But many organizations are doing great, important work – they just don’t communicate how they provide a unique value to solving the problem.
Every organization should be able to say why they are doing their work and why they are best suited to do it. Your organization has chosen a particular approach to the problem, one that you believe will succeed. Why did your organization choose its approach, out of all the different possible approaches? Why is your approach the better or most valuable one to take? And why are you the best suited to do this work and succeed?
Here’s a few possible ways to answer these questions and set yourself apart:
- We are distinctly different. Others may be taking a similar approach, but there is a distinct element to your approach that makes it more valuable and/or more likely to succeed. Here you would need to describe how your approach is different and better for solving the problem.
- We’re filling a gap. No one else is taking the approach you are but there is a strong need for it. You would have to demonstrate why your approach is necessary, and how the problem won’t get solved without it.
- We’re engaging a critical audience. You are using an approach used by others but working with a group that no one else is addressing. You would need to show that this audience is essential to the cause.
- We have unique expertise. You may take the same approach as others but you have a unique skill set that makes you more qualified to succeed. For this argument, you would need to clearly demonstrate that your organization’s expertise is distinct and superior to others.
- We have a proven record. You may have chosen the same approach as others but you have done a better job at achieving results. You would need to demonstrate concrete and measurable differences between your accomplishments and others like you.
In a competitive landscape, it’s not just about why what you do is important, but why what you do is more valuable than other options. Are you a Verizon or an AT&T? What makes you stand above the rest? What makes you more likely to succeed? And why should someone support you over all the other organization’s in your field?
Whether you like it or not, there’s competition for others’ support. So know your unique value and make sure to communicate it as clearly and as often as possible.