Cause Canvas

Expand the reach of your NGO's cause strategically and mindfully

The Cause Canvas is a strategic marketing tool for nonprofit organisations looking to power up their fundraising while staying mindful of their mission and values. Whether you’re a nonprofit marketer, fundraising professional or programme manager, the Cause Canvas will enable you to distill your fundraising goals, sharpen your value proposition and develop a strategy that keeps attracting donors and turns them into long-term advocates – all the while reminding you of your foundational values. Think of the Cause Canvas as your step-by-step guide in developing a marketing and fundraising strategy with a heart.

Why the Cause Canvas?

Cause Canvas

• Infuse clarity into what your NGO stands for and establish your uniqueness.
• Develop key messages that speak to your donors and reflect the needs and wants of the local actors.
• Discover the steps towards a laser focused strategy that will inspire, trigger action and boost your funding.
• Stay connected to your higher goal at each and every step of your strategy.
• Amplify the impact of your cause faster than you have imagined.

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How to use the Cause Canvas?

The Cause Canvas encourages you think through ten interconnected elements that are essential in expanding the reach of your cause: The Higher Goal, Local actors, Promise, Action, Capacity, Budget, Ambassadors, Proof, Donors and Platforms. It’s a strategic framework that helps you bring together all the key aspects of your cause, spark new ideas, slice and dice your information and structure your thoughts. Each topic comes with a series of guiding questions that will prompt you to gather key insights, reflect, initiate conversations and connect the dots that will power up your fundraising. The Canvas has a circular structure, allowing you to feed the lessons learned back into the picture, adjust and improve, build a strategy with purpose and…make a splash.

Picture

1. Picture

Picture a just and sustainable world! At the centre of the Cause Canvas lies the Higher Goal – your dream for a better world and the ‘Why’ that will inspire your community to take action. Once you have distilled the Higher Goal, you will have gained clarity on the driving force of your cause and will have shed light on the other elements of the Cause Canvas.

Picture

1. Picture

Picture a just and sustainable world! At the centre of the Cause Canvas lies the Higher Goal – your dream for a better world and the ‘Why’ that will inspire your community to take action. Once you have distilled the Higher Goal, you will have gained clarity on the driving force of your cause and will have shed light on the other elements of the Cause Canvas.

2. Zoom in

Zoom in on each element of the Cause Canvas, discover the rationale behind every topic and go through the ten steps to gather the necessary insights. As you do so, you will connect with key stakeholders, co-create ideas, learn more about your cause and its backdrop, and start identifying unique selling points and funding opportunities. You will notice that all the elements are interrelated and revolve around the Higher Goal as a constant reminder of your core values.

Zoom in
Zoom in

2. Zoom in

Zoom in on each element of the Cause Canvas, discover the rationale behind every topic and go through the ten steps to gather the necessary insights. As you do so, you will connect with key stakeholders, co-create ideas, learn more about your cause and its backdrop, and start identifying unique selling points and funding opportunities. You will notice that all the elements are interrelated and revolve around the Higher Goal as a constant reminder of your core values.

Reflect

3. Reflect

As you move through each part of the Cause Canvas, you’re encouraged to reflect on the answers that come up, remain critical and process all the information with the Higher Goal in mind. This is an opportunity to celebrate your accomplishments, identify what’s missing and what can be improved, and go on a quest to complete the puzzle. As you are uncovering (new) information and generating new ideas, it is essential to stay factual, mindful and connected to your NGO’s values.

Reflect

3. Reflect

As you move through each part of the Cause Canvas, you’re encouraged to reflect on the answers that come up, remain critical and process all the information with the Higher Goal in mind. This is an opportunity to celebrate your accomplishments, identify what’s missing and what can be improved, and go on a quest to complete the puzzle. As you are uncovering (new) information and generating new ideas, it is essential to stay factual, mindful and connected to your NGO’s values.

4. Connect

Connect the dots of the insights you’ve gained, stay connected with the people involved in your cause and start developing a strategy that bridges your marketing and fundraising efforts. For example:

• Connect the Higher Goal, Local actors, Promise, Action, Proof and Donors to build messages that resonate with all your audiences, ignite relevant action and radiate your core values across the board.
• Use the Ambassadors and the Proof information to substantiate the Promise to your Donors.
• Dive deeper into the Donor insights to identify the best funding opportunities and the Platforms where you should be present.

Connect
Connect

4. Connect

Connect the dots of the insights you’ve gained, stay connected with the people involved in your cause and start developing a strategy that bridges your marketing and fundraising efforts. For example:

• Connect the Higher Goal, Local actors, Promise, Action, Proof and Donors to build messages that resonate with all your audiences, ignite relevant action and radiate your core values across the board.
• Use the Ambassadors and the Proof information to substantiate the Promise to your Donors.
• Dive deeper into the Donor insights to identify the best funding opportunities and the Platforms where you should be present.

Need support in implementing the Cause Canvas?