Your fundraising might be telling the wrong story.
Because there are three types of stories.
But only one converts donors.
Here’s the breakdown. ⤵
❌ The participant story
Your donor appeals often describe one participant whose life has improved. And urge funders to contribute. While suitable for newsletters or annual reports, these past-tense narratives typically don’t excel in fundraising.
❌ The organizational story
Your fundraising content can also concentrate on the organization’s mission, its leaders, awards won, and values. This messaging may interest insiders, but it’s dull to most donors and raises even less money.
✔️ The donation impact story
Donors are most interested in your future-looking storytelling. Like stories that depict the potential impact of their donations, and emphasize the change that will occur with their gift. Because funders seek assurance that their contribution matters.
Important nuance.
Fundraising expert Jeff Brooks takes this model a step further. And calls it “two lousy stories and a great one.”
“The first two stories at best hint at what their giving might do — and at worst are irrelevant to the donor,” he says. “The story about the change that can happen when the donor gets involved raises a lot more funds.”
That’s why The Better Fundraising Company — who created this three-story model — advises that the best donor solicitation looks like this:
Right now things are X, but if you give a gift they will be Y.
A classic before and after.
Love it.
Because I always say, a pitch without a problem is a problem. So, past-tense stories (with issues that have already been resolved) just aren’t as compelling.
Now keep in mind:
There’s of course a time and place to tell the participant and organizational stories.
And of course, different types of donors need different types of narratives at different stages (this model certainly applies more to individuals than institutional funders).
But it still raises the question.
Is your storytelling telling the right story?
Challenge your audience to act.
↳ Not just applaud.
Craft tales that compel.
↳ Not console.
💪🏽💛
The Daily Bonus
Five great infographics about the power of storytelling — and how you can do it better. 👇🏽
Thank you so much Kevin Brown for sharing this with us. As always, your posts are very informative and helpful. Thanks for the effort. With every good wish, Alice Mapenzi Kubo.