Every campaign and organization has a story to tell, and sometimes we're not the best at telling them. That's because we're so conditioned to our own brand, it's difficult to get outside feedback. That's why our story must evolve and refine itself constantly.

However, there a few guideposts to each story. You'll want to know the answer to each of these questions:

1. Who are you?
2. Why are you running/why your org matters?
3. Why you are viable/why you will win?
4. What happens if you don't?

If you have competition, you will want to answer these questions:

1. What does the competition say about you?
2. What do you say about the competition?
3. What does the competition say about themselves?
4. What do you say about yourself?

Building Viability

Viability is the number one reason why people give to campaigns. Viability is often a chicken and the egg conversation: no one gives to you unless they think you can win, and no one thinks you can win unless you have money. There are several ways to build viability, and they become important during different phases of the campaign.

Copy of Phases of Viability

Finance is a show of strength. You'll need funds to pay for staff, advertisements, etc., but you'll also need these funds to prove your ability to win.

Next page: The Finance Plan