“Why are we even doing this?”

Have you ever sat in a board meeting and quietly wondered, “Why are we even doing this?”

You’re not alone. I’ve seen it on the faces of board members too many times — not because they don’t care, but because somewhere along the way, the story that brought their organization to life got buried. Not on purpose. Just slowly pushed aside by reports, motions, minutes, staff changes, and the ever-pressing need to keep the lights on.

But when that story goes missing, something else does too — momentum.

The thing is, it’s not just about nostalgia or branding. When a board doesn’t know or reconnect with its story, it starts to move in reactive, uncertain ways. That unclear vision trickles down into community engagement, fundraising efforts, and how energized or disengaged the board itself feels. Strategic planning becomes disconnected from actual purpose. Marketing feels vague. Even internal culture suffers because people forget what they’re fighting for.

But I’ve also seen the shift when a board chooses to reclaim that story.

Sometimes it starts by revisiting the organization’s strategic plan — not just to set goals, but to re-anchor in values and purpose. Strategic planning can be more than an exercise; it can be a doorway back to clarity. A refreshed plan often leads boards to rethink their messaging — how they present themselves to the public, what language they use, and how they communicate impact. Once the story is clear again, everything starts aligning.

Because without that, fundraising continues to flounder. Community support fades. Board meetings feel lifeless. And leadership becomes about treading water, not steering the ship.

Getting back to your story doesn’t require a complete overhaul. It’s about tuning back in to what always made your work important — to someone, somewhere — and letting that guide your next steps.

I’ve found that when a board begins to speak with clarity about who they are, what they stand for, and why they exist, they stop leading from fatigue and start leading from conviction. That’s when the energy comes back. That’s when the work starts to feel meaningful again.

Because in the end, boards aren’t just meant to maintain. They’re meant to carry the story forward.