How often do you use stories when you communicate with your donors? Most likely, not enough. That’s a mistake because people respond better to stories.
Imagine your donors opening an appeal letter or newsletter and glossing over a bunch of mind-numbing statistics as opposed to being captivated by a story about how the Mason family moved out of a shelter and into a home of their own.
Donors want to hear your stories
You may be reluctant to use stories because it’s more work for your organization, but that shouldn’t stop you. Keep in mind that donors want to hear your stories. Stories bring the work you do to life by using everyday language to create a scene. Here’s an example.
The past several months have been tough for Janet and her three young kids. After losing her job and being evicted from her apartment, she moved between her sister’s house, motels, and shelters. It was taking a toll on her family. Everyone was stressed out and her kids were falling behind in school.
That was about to change because thanks to donors like you, Janet and her family will be moving into a home of their own.
Can you tell a story like that? If you’re making a difference, you can. Stories should show your donors how they’re helping you make a difference for the people/community you serve.
Create a culture of storytelling
If you create a storytelling culture in your organization, you can make storytelling the norm instead of the exception.
Work with your program staff to create stories that will help you connect with your donors. Everyone needs to understand how important this is. Share stories at staff meetings and/or set up regular meetings with program staff to gather stories.
When you put together a story, ask.
- Why would your donors be interested in this story?
- Why is this important?
- Who are you helping?
- Are you using clear, everyday language (no jargon) to make sure your donors understand your story?
- How are your donors helping you make a difference or How can your donors help you make a difference?
Client or program recipient stories are best. You can also share profiles of volunteers, board members, and donors. Many organizations profile new board members in their newsletters. Instead of emphasizing their professional background, concentrate on what drew them to your organization. Perhaps she has a brother with autism or he knows what it’s like to arrive in the United States as an immigrant.
Another way to find stories is to put a Share Your Story page on your website.
Create a story bank to help you organize all your stories. Take advantage of slower times of the year to gather stories. You want to use stories often. Use them in your appeal letters, thank you letters, newsletters, annual reports, website, blog, and other types of social media. You can use the same stories in different channels.
Give your stories the personal touch
Use people’s names to make your stories more personal. I realize you might run into confidentiality issues, but you can change names to protect someone’s privacy. You could also do a composite story, but don’t make up anything.
Your stories aren’t about your organization
Let your donors know how with their help, Brenda doesn’t have to choose between buying groceries and paying the heating bill. Your organization stays in the background. And remember, Your Mission Statement is NOT Your Story
Tell your donors the stories they want to hear. In my next post, I’ll write about sharing visual stories.
Here are some great resources to help you tell your stories.