Donors want a story they can remember, not a fact to memorize.
You don’t need more data in your fundraising.
Instead, go get:
✔️ Quotes
✔️ Interviews
✔️ Illustrations
✔️ Open letters
✔️ Testimonials
✔️ Event recaps
✔️ Photo essays
✔️ Success stories
✔️ Staff reflections
✔️ Historical context
✔️ Partner shoutouts
✔️ Before-and-afters
✔️ Community voices
✔️ Visual case studies
✔️ First-person narrative
✔️ Volunteer experiences
✔️ User-generated content
✔️ Stakeholder perspectives
✔️ Behind-the-scenes journals
Why?
Because donors want a story they can remember, not a fact to memorize.
Get this. 👇🏽
In an aid-effectiveness study — published in the European Journal of Development Research — thousands of German donors said nonprofit testimonials resonate more than data.
And 56% of social media users who donate online said compelling storytelling makes them give most, according to Nonprofit Tech for Good. Stories were the number one motivation, while data wasn’t on the list.
Don’t get me wrong.
Investing in measurement is simply the right thing to do for impact accountability. So narrative + numbers is the ultimate fundraising combo.
But donors still 𝘸𝘢𝘯𝘵 that story, first. Especially in the hook of initial brand touchpoints.
“Stories are persuasive, data is just proof,” says fundraising expert Claire Axelrad, J.D., CFRE. “Once the donor is persuaded, however, you may need to reinforce their decision-making with a little proof.”
That’s why donors give on emotion and justify with data.
“People forget facts, but they never forget a good story,” Axelrad reminds us.
Thinking back to all the years of hearing our foundation clients talk about a nonprofit brand — they never lead with a data point.
It’s always a sticky anecdote.
Numbers tell.
Stories sell.
“People would rather believe than know.” — E.O. Wilson
💪🏽💛
The Daily Bonus
Don’t forget: features < advantages < benefits.
But your brand positioning should communicate all three levels.
🥉 FEATURES
What you do and how the product or program works.
🥈 ADVANTAGES
How the features help your customers or community.
🥇 BENEFITS
The outcomes or changes in conditions that result.
Advantages and benefits are the most powerful value propositions. And the most effective way to convince an audience.
Especially funders.
Just like this tongue-in-cheek corn chips example, an advertisement would never only say, “This is a salty and crunchy snack!” A commercial would also speak to how the snack is great for sharing with family, which makes people happy.
World peace is obviously claiming too much and going too far.
But this art of messaging all three levels — or brand laddering — can be game-changing for your marketing communications.
The Double Daily Bonus
Not all leadership time is created equal. How we navigate the major crossroads in our organizations — or in our leadership careers — can future proof success for many years to come.
The new book Inflection (by Mighty Ally advisor Sharath Jeevan OBE) provides a practical, powerful guide for social sector leaders on the how.