3 Steps for the Perfect Year-End Campaign Story
It’s 2018 and by now you know that storytelling is a key part of a successful fundraising strategy. We love storytelling because of its unsurpassable ability to connect with supporters. A great story shows donors their impact in action. Sometimes this is easier said than done. Here are three steps to help you tell that perfect fundraising story.
Step 1: Find a story that’s specific and ties into your call to action
Not just any story will do when it comes to fundraising. You must find a story that’s specific and ties into your call to action (CTA). After all, the call to action is the one thing you want everyone to do. Having a story that clearly ties into your CTA will build a stronger case for taking that action.
Looking for examples of great stories? Download a copy of our Nonprofit Storytelling Mini-Guide.
Step 2: Lead with emotions and details
As you write your story, two important things to keep in mind are that emotions and details make the story. Think about the last story you heard or read. Chances are what made it memorable were the emotions and details. As you pull your story together, read through it and ask, “Where could the story benefit from a little extra emotion or detail?”
Now this doesn’t mean that you need to write a soap opera. Find the key moments in your story where you want to strike a chord with your audience. Here’s a great example of this in action from the Humane Society Silicon Valley.
Step 3: Make your story donor-centric
You’ve probably heard of donor-centric fundraising and communications. This is the practice of putting donors at the center of your fundraising to give them a connected, meaningful giving experience. Use this same principle in storytelling by showing donors that they are the heroes of your story.
While it can be tempting to showcase your organization and its program(s) as the hero of a story, allow donors to step into that role to see how their giving makes a difference. You can do this toward the end of the story by saying something like, “With your generous support, this and other stories are made possible. . .”
Storytelling continues to be a great fundraising strategy. Use these three steps to create memorable year-end campaigns and boost giving.
For additional resources to tell your best stories during year-end fundraising, download a copy of Network for Good’s template, Back to Basics: Storytelling 101.