For Impact


Kernel and Context

Story | | Nick Fellers

These are two words we use to frame the presentation.

What’s the kernel of the presentation?

You can think of this as CLEARLY answering these questions:

  • Toward what end? What are you really trying to do? What’s the vision?
  • How will you do that? Where does (or will) the money go?
  • What is the plan to get there and how can I (the prospect) help?


If you were to simply make these points your presentation might feel empty.

Step two is THEN to backfill with CONTEXT… these are key storylines that bring the color, emotion, magic to the presentation.

Examples of contextual storylines:

  • Founder’s Story.
  • Timeline.
  • Impact Statistics.
  • If the kernel builds the LOGIC, the context builds the MAGIC.

    It’s worth noting that this is the same structure used in a sports broadcast. There is play-by-play, followed by color-commentary (and in that order!). We value the first part for the clarity and the second part for the context.

    Use this two frames to help you think clearly about your message or funding presentation.