How to Gather, Write and Publish Your Donor Stories
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How to gather, write and publish your donor stories Leah Eustace, CFRE Principal & Chief Idea Goddess [email protected] @LeahEustace
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We all know how effective and inspiring a good story can be, but how do you go about actually gathering and preparing a donor story for publication? In this webinar, you’ll learn how to identify a good story, conduct an interview and write an impactful piece… all while nurturing the donor relationship. Leah will share practical tips that will apply whether you’re a big or small shop. Originally broadcast February 27, 2013
Transcript of How to Gather, Write and Publish Your Donor Stories
How to gather, write and
publish your donor stories
Leah Eustace, CFREPrincipal & Chief Idea Goddess
@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
www.goodworksco.ca
@LeahEustace
