Create a compelling problem statement that wins over donors

A good problem statement in your pitch makes the donor feel like they absolutely need to fund you. Your cause becomes theirs. 

You want the donor to say: “I absolutely need to fund the work this nonprofit does because it is inspiring me to solve the key problem I want resolved.”

Let’s first center this conversation on you:

Why are you engaged in your work to make the world a better place? I assume it’s because a critical problem or impediment stands in the way of solving a problem you care about.

Be clear with yourself about the problem you want to solve and how your nonprofit will provide a solution to tackle this problem. 

Now let’s get to the core of this specific training: How to create a compelling problem statement.

• Offer your problem statement directly after your success statement

Plug and play template:

We are engaged because _____ [describe the problem] and to solve this problem our work is essential for the following reasons ____ [list the reasons].

• What to include in your problem statement, in order of priority:

1. Make it urgent

2. Explain the solution to the problem

3. Create benchmarks with a timeline

Pro tip: A donor is more likely to be inspired by out-of-the-box thinking. 

• Be sure to include realistic solutions to the problem. But don’t hold back just because the solution is hard to implement.

Below are three mistakes I notice when many of you try to define the problem.  Don’t let this be you!

Mistake #1 - You bury the problem statement

Mistake #2 - Your solution to the problem is confusing

Mistake #3 - You fail to include benchmarks and a timeline

A real-life example of a good problem statement (facts altered to preserve anonymity):

Statement of urgency: 

X continues to experience record-breaking wildfires year after year.

Solution statement: 

To respond, X NONPROFIT has identified the highest priority areas where we need to restore habitat and protect communities from future wildfires.

Explanation of benchmarks and timeline: 

To address the problem, we have identified how to maximize an investment of $150 million over five years.

Now it’s your turn to turn your problem statement into a compelling need that the donor just has to fund! Try experimenting with your language and be sure to avoid the common mistakes I all too often see when getting pitched by nonprofits year after year.

This blog post is directly connected to a successful live training that I did for my email subscribers. I offer you a recording of the live training on my podcast. In the live training I also reference two additional resources that came up in the back and forth of the discussion (please listen to the training on my podcast because it will offer you lot’s of helpful tips).

The first additional resource is how to identify the type of donor you are talking to: a sustainer, campaigner, or luncher. Check out Lesson2: Be Emphathetic here (scroll down).

The second additional resources is to review my free Be Real mini course available on my website. Check out this resource here (scroll down)

I want you to succeed, my nonprofit friend.