The Power of Story to Connect with and Retain Donors

#npEXPERTS | www.blackbaud.com/npexperts

Using the Power of Story to Connect With and Engage Donors

www.blackbaud.com/npexperts


Meet the #npEXPERTS


Our #npEXPERTS Presenter

Vanessa Chase Fundraising and communications strategist with a love of great stories. Founded TheStorytellingNonprofit.com to help nonprofits connect in more meaningful ways with donors through stories and stewardship. @vanessaechase thestorytellingnonprofit.com

#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts


We all Share Common Ground

Need: Want to raise more money and keep our donors …

Solution: Remember what philanthropy is really all about.



So What’s Preventing Us?

When you communicate with your donors, do you really make the communication about them? There are two cardinal mistakes in donor communications: 1.  Making it all about the organization’s “urgent” needs 2.  Not knowing our audience well enough to speak to

them in a way that resonates



When You Don’t Know Your Audience •  Your communications are less effective •  Your audience doesn’t understand •  Folks become apathetic •  … and lose the connection



The Donor Knowledge Gap


Stories as the Solution Stories help bridge the Donor Knowledge Gap in two ways. 1.  Provide context

for understanding new information

2.  Emotionally connect donors to the cause



The process of combining facts and narrative in order to communicate a message and an emotion to a target audience.

WHAT IS STORYTELLING?


5 Keys to Crafting a Story that Resonates 1. Goal 2. Message 3. Connection 4. Character 5. Conflict


Key #1 – Define Your Goal What is your goal for telling a story?



Key #2 – Find Your Core Message What’s the one thing that you want readers to feel and think as a result of this story?



Key #3 – Create Connection What’s your “in” to creating a connection with your audience?



Key #4 – Develop your Characters •  Clients •  Staff

•  Board •  Volunteers

•  Donors •  Community



Key #5 – Find the Conflict Creating connection between two seemingly dissimilar experiences.


But …

How do we find stories to tell?


The 4 Pillars of a Culture of Storytelling 1.  Educate staff

2.  Know what you need

3.  Create tools

4.  Tell each other stories


1. Educate Staff Storytelling is a team effort! Make it a participatory, inclusive activity for everyone at your organization Dedicate an all-staff meeting to discussing storytelling



2. Know What You Need

Don’t make the mistake of just telling your colleagues, “I need a story! Can you give me a story?” Make specific requests that give colleagues a clear sense of direction.



3. Create Tools Create easy ways to colleagues to regularly submit their stories via a story collection form,



4. Tell Each Other Stories Tell each other stories more often and

storytelling will become an inherent part of your organization’s culture



Now it’s time … to start implementing stories in stewardship


First, evaluate your stewardship

•  Map out the touch points that you have with donors

•  Review the content of your stewardship pieces

•  Are you using words like “impact”? Are you showing donors what that means?

•  How directly does the content of your stewardship connect donors to the beneficiaries of their philanthropy?


Then, think about the best way to communicate with your donors.

Pick the mediums that work for your donors.

Email?

Direct Mail?

Phone?

In Person?

Social?


Finally, go put it into practice!



Example: Stories in Stewardship


The most important story you can tell and be connected to is the story of why you do the work that you do.


www.blackbaud.com/npexperts

The Power of Story to Connect with and Retain Donors

Government & Nonprofit

Transcript of The Power of Story to Connect with and Retain Donors