How to gather, write and

publish your donor stories

Leah Eustace, CFREPrincipal & Chief Idea Goddess

leah@goodworksco.ca

@LeahEustace

Why stories are awesome…

• Keep the reader’s attention• Help you communicate better• Enhance your credibility• Linger longer• Get passed along• Raise more money!

Gathering stories

Look… and listen• Listen to what’s being said around

the water cooler• What’s your founder story?• Talk to people on the front lines• Think about your own story…• Attend your charity’s events• Keep an eye on the blogs• At the end of every day ask

yourself “what happened today that would make a good story?”

Extend an invitation

Pay close attention

Always be prepared

Conducting an interview

Preparing your interviewee

Preparing yourself

Tips and tricks

What to ask• Why don't you start by telling me a little bit

about yourself • How did you come to be involved in [charity]?• What role does [charity] play… what sets it apart

from other charities?• What impresses you most about [charity]? • Tell me about a particular person you've met, or

a program you've been involved with (or a story you've read) involving [charity’s] work that has stood out for you

What to ask

• Do you remember when you first heard of [charity] and under what circumstances it was?

• What prompted your first gift to [charity]?• Where does your philanthropic spirit come

from? What values were you brought up with?

• What led you to consider a bequest?• What do you hope your bequest will help

accomplish?

What to ask

• What difference do you hope [charity] will have made when you look 25 or 50 years into the future?

• Why should people consider leaving a bequest to [charity]?

• If you had an opportunity to speak to other donors who were considering a bequest, what would you say to them?

Probe• Walk me through…• Paint a picture of…• How old are…?• What is that person’s name?• How did that make you feel?• What’s it like to…?• What went through your mind when…?• How did you react to…?• What hurdles did you face when…?

The last best question

Is there anything else you’d like to add that we haven’t touched on?

What’s next?

Writing

Components of a great storyWith thanks to Mark Phillips www.queerideas.co.uk

Think about the end product

Involving the donor in the process

The end product? A work of art

Download at www.goodworksco.ca/who-we-work-with/portfolio

Thank you!

Leah Eustace, CFRE

Principal & Chief Idea Goddess

Good Works

leah@goodworksco.ca

www.goodworksco.ca

@LeahEustace