1. Establishing Your Mission /

1.5. Building support for your cause


We can explain our cause and why it matters to others.

To meet the standard in full, you can introduce and ‘sell’ your cause to potential supporters. This means you can describe your mission in a persuasive way, supported by simple facts, a compelling story and a clear call to action. This can be achieved effectively with reference to the Sustainable Development Goals.

In order to make an impact as a social enterprise, you might find it helpful to be able to explain your cause and build support around it.

We use the term cause to mean a big principle, aim or idea that you support or work towards.

Simon Sinek’s idea of the Golden Circle can come in useful when thinking about your cause. It can help to distinguish between what you do, how you do it, and why you do it. The ability to communicate the WHY driving your work (your purpose, cause, or belief) can inspire others to take action and be part of your ‘community’.

In order to attract attention to your cause, it’s best to describe your cause in a simple, clear and compelling way, using language and concepts that others will intuitively understand.

One great way of communicating why you do things is with reference to the global Sustainable Development Goals (SDGs). These provide a common language for describing social impact, and you can check out the SDG Compass Guide or SDG Indicator Wizard for help in describing your work in these terms.

The challenge is to communicate your mission in a way that connects with a wider community of people that share your goals and want to be part of something bigger.

Course 1 in the Impact Practice series from the Social Enterprise Institute provides some great tips and resources to help build and sustain a movement around your cause.