Post on 21-Apr-2017
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...that motivate donors to give
How to tell stories
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If people in your organization are saying this, your fundraising will fail...
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If people in your organization are saying this, your fundraising will fail...
We’ve got to tell our story!
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Your story is the wrong
story
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The real story is the donor’s story
Show me how I can change the world through
your organization!
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The real story is the donor’s story
Not how awesome you are!
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Donors give for a lot of reasons that have nothing to do with how awesome you are.
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... that’s why bragging is irrelevant in fundraising.
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... that’s why bragging is irrelevant in fundraising.Your job is to connect their values and money with your cause.
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... by making it clear they are the hero in the fundraising situation.
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3 ways to tell a story in fundraising(one right, one wrong, one half-right)
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Organization as hero
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Organization as hero
Heavy on facts & numbers Light on “you” Jargon Boring bullets
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Organization as hero
Heavy on facts & numbers Light on “you” Jargon Boring bullets
JUST DON’T!
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Donor as hero
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Donor as hero
Colloquial Lots of “you”Reveals “why I’m writing” Leads to CTA
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Beneficiary as hero
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Beneficiary as hero
Tends to be over-written Light on “you” Questionable relevance
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Beneficiary as hero
Tends to be over-written Light on “you” Questionable relevance
PROCEED WITH CAUTION
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5 hints for donor-focused
fundraising stories
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Say “you” a lot
#1
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Say “you” a lot
#1
“I’m writing to you because...”“You can help.”“The difference you can make will amaze you.”“Your donation will go to work immediately.”
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Put the donor in the story
#2
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Put the donor in the story
#2
“I wish you could see it.”“You’d understand right away.”“I’m so thankful to have friends like you.”
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Write like your Aunt Ruth
#3
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Write like your Aunt Ruth
#3
(Not like the incredible Hemingway that you are.)
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Keep your heart on your sleeve
#4
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Keep your heart on your sleeve
#4
“It broke my heart.”“I’ve never seen anything so inspiring.”“I thank God for people like you.”
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Avoid statistics
#5
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Avoid statistics
#5
(Facts and numbers undermine even the best stories.)
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Be Yoda.(Your donor is Luke Skywalker.)
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There is no try!Only donate!
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Interested? Let’s talk:Jeff Brooks, Creative Director, TrueSense Marketing
Email: jeff.brooks@truesense.comBlog: futurefundraisingnow.comTwitter: @jeffbrooksLinkedIn