Transferring Grassroots Skills to Business
We launched the Totem Foundation in 2023 and one of the first opportunities to partner with a charity was with The KFC Foundation. What have we learnt from this remarkable foundation? What have been the highlights?
The KFC Foundation, the charitable arm of the renowned fast-food chain, focuses on supporting grassroots charities in communities where KFC restaurants are located. At the heart of their mission lies a commitment to enhancing the quality of life for individuals within these communities. One notable initiative of the Foundation is an annual event that convenes grassroots charities, providing networking opportunities and facilitating learning experiences.
A couple of years ago, we had the privilege of joining forces with the KFC Foundation to contribute to this noble cause. Our session aimed to build essential skills and confidence in writing funding applications and crafting compelling pitches to the decision-making panels. While the context of grassroots charities may seem distant from the corporate world, the fundamental communication skills and strategic thinking involved are strikingly similar.
Just as we might teach small charities to tailor their approach to suit the needs of the KFC Foundation when pitching for funding, effective communication in any context hinges on understanding your audience.
Take the time to research and empathise with your audience’s perspective, preferences, and needs.
By tailoring your message to resonate with their unique experiences and aspirations, you cultivate a deeper connection and build engagement. Take time to think about – who is the audience or other person I am meeting with? What outcome do I think they want here? What are their concerns and priorities? How can I speak their language?
Talking about outcomes then leads us back to thinking about the outcome we want. Many of those small charities are thinking about getting funding, so they got lost in the detail of that. But the funding panel want to hear the inspiring story, what the funding will enable, and what difference it will make for the young people involved.
Begin by defining your desired outcome and crafting your message around it. By starting with the end goal in mind, you tell the story and connect the thing you are asking for to the more inspiring impact it can have. Whether you’re discussing budgets or pitching ideas, speaking their language enhances clarity and fosters mutual understanding.
