Imagine this scenario: you’re a leader of a non-profit, and you run into a major donor at an event. They ask how things are going at the organization. How do you respond? A: “Things are great! We’re on track to meet our revenue goals by the end of the year.” B: “Right now, we’re focused on growing our XYZ Program so we can provide more services for families in need. We’ve seen some incredible results through this program already; can I share a little about what we hope to do in the year ahead?” It’s pretty clearly B, right? And yet, a lot of fundraisers are so focused on the money that they struggle to talk about their mission in a way that connects with donors. For this podcast episode, we’ve invited a special guest to help us discover what it means to speak in terms of your mission. Luke Wilson, CEO of A Rocha Canada, will share how focusing on his organization’s mission has transformed his conversations with donors. As you’re listening in, think about your own elevator pitch and whether it’s working to engage donors with your mission in a meaningful way. Show Highlights: In this episode, you’ll learn about… Why so many fundraisers and non-profit leaders struggle to talk about their mission What gets in the way of having more meaningful donor conversations The difference between a money-focused conversation and a mission-focused one