How to Connect with Donors Using Fundraising Stories

Powerful stories stir emotion and move us to action.

Here’s the caveat: Stories alone aren’t magic.  There’s no formula for length or type.  What’s important is that you consistently tell stories that donors want to hear.  But there’s more to it.

Too many organizations check off their storytelling box by simply dropping an ill-fitting paragraph into an appeal.  They use language that’s overly complex and lacks emotion.  Still others talk about groups of people in their stories, rather than focusing on one person.  Or the story veers to how great the organization is.  That’s storytelling gone bad!

Great stories:

• Are authentic and real
• Make the donor the hero
• Show a path to action
  
  

A widely cited formula for the success of any direct marketing offer is that the results are driven 40 percent by the audience, 40 percent by the offer, and 20 percent by the creative.  If you've got a stellar offer — like a matching gift — then you should absolutely tie this to your story.  The offer provides the reason for giving.  The story provides the emotion behind the giving.  

Together, this is an unbeatable combination in fundraising.

Storytelling is one of the best ways to connect with donors and raise funds.

When done right, the stories you tell will be memorable, moving, and powerfully motivating to donors.  To learn more about how to use storytelling for your fundraising, download our popular Powerful Storytelling e-book.