What Are The StoryBrand 3 Problems?

When you lead a nonprofit, it’s natural to focus on what you do. You provide meals, build wells, or train local leaders.

But the people who support you—donors, volunteers, and partners—need more than a list of services.

They want to know why your work matters, what drives you, and how they can feel confident joining your cause. The StoryBrand framework offers a simple way to communicate this by identifying three types of problems your audience cares about: external, internal, and philosophical.

Think of these three problems like layers of meaning. First, there’s the obvious issue you’re trying to solve (external). Beneath that, there’s the way people feel when they face that issue (internal). Deeper still, there’s the shared belief about what’s right and just in the world (philosophical).

By speaking to all three, you reach people’s heads, hearts, and souls. This not only clarifies what you do—it shows why it matters.

#1 External Problems: The Visible Challenges

External problems are the simplest to understand. They’re the reason your nonprofit exists. They might be things like broken infrastructure, a lack of clean water, or a shortage of educational materials. Most nonprofits talk about these issues right away. It’s how you show people the clear, measurable impact of their support.

Why focus on external problems first? Because they provide a solid footing. When someone looks at your website or reads your brochure, it’s often their first introduction to your work. They need something tangible. Something real. Naming external problems helps people see why your mission matters today. It gives them a practical way to understand what needs fixing and how they can help.

#2 Internal Problems: The Emotions That Drive Decisions

As you continue the conversation, it’s important to acknowledge that people aren’t just logical. They’re emotional. Donors might feel frustrated that the world isn’t fair. They might feel uncertain if their money will truly make a difference. Volunteers might feel nervous about stepping outside their comfort zone. Potential partners might feel skeptical about working with yet another nonprofit.

When you talk about these internal feelings, you’re letting people know you see them as whole human beings. You recognize their worries and their hopes. Why does this matter? Because understanding emotions builds trust. When people feel understood, they’re more likely to stay with you, to give generously, to invest time, and to share your story with others. Addressing internal problems helps supporters feel seen and valued, rather than just approached for a donation.

#3 Philosophical Problems: The Deeper Purpose Behind It All

At the very core of your mission lies a bigger question: What is right? What do we believe should be true about this world? This is what philosophical problems address. They point to universal values—like fairness, dignity, and the belief that every person has worth. When you highlight these core values, you’re not just asking people to fix a problem. You’re inviting them to help build a world that aligns with deeply held principles.

Why include philosophical problems in your messaging? Because people want to know that their actions stand for something. They want to believe that by joining your cause, they’re doing more than solving a single issue—they’re affirming what’s good and true. When you connect with these higher ideals, you inspire long-term commitment. You’re giving people a reason to stay involved beyond the next campaign. You’re showing them that their support carries moral weight and reflects what they believe the world should be.

Why Weave All Three Types of Problems Together?

By using all three problem types, you create a more complete story. External problems give people something clear to tackle. Internal problems acknowledge the emotional journey. Philosophical problems provide a sense of meaning and purpose. When woven together, they guide your supporters through a progression:

1. They see the clear challenge (external). This tells them what’s going on and what needs to be fixed.
2. They recognize their own feelings (internal). This reassures them that they’re not alone in feeling concerned, hesitant, or hopeful.
3. They embrace a deeper purpose (philosophical). This connects their actions to values they hold dear, making their involvement feel truly important and worthwhile.

The ultimate “why” behind this approach is that people make decisions with both their heads and their hearts. They want to know what you do, how it affects them personally, and why it matters on a grander scale. By speaking to all three, you don’t just tell people about your mission—you invite them into it. You help them see that this is not just your story. It’s their story too, and together, you can build something that lasts.

Practical Ways to Apply the Three Problems in Your Messaging

• On your homepage or in a pitch, start by describing thephilosophical ideals: “We believe every child, no matter where they live, deserves the chance to learn and grow.”
• In your email campaigns or social media updates, acknowledge internal feelings: “We know it can feel overwhelming to decide where to give in a world full of need.”
• In your annual report or at live events, highlight the external problem: “Children here lack basic school supplies.”

By placing each type of problem in the right part of your messaging, you lead supporters on a journey—from seeing a need, to understanding their own role, to embracing a shared belief that giving and serving is the right thing to do. This clarity and depth of communication help people engage fully with your mission, becoming partners who stand with you, share your passion, and ensure that your work continues into the future.