Why tell your story? And how to use it to raise more money

Storytelling is the most important way in which we communicate with each other. Every day, we use stories to inform, entertain, teach and persuade. Think about the last time someone told you a really good story. Did you want to walk away out of boredom halfway through or were you captivated and engaged until the end?

And what about when you sit down to read a book? For many people, a book with an engaging story will keep them up reading well past bedtime.

The power of storytelling translates beyond sitting with a friend over coffee or lying on the couch with a good book—it carries over into marketing and advertising messages. Now more than ever, brands large and small need to invest in better content through storytelling. That’s how they not only gain their audience’s attention, it’s how they gain a greater share of the market.

Storytelling works great for non-profit organizations because it allows you to directly show the impact your organization has made on someone’s life. Sure, the number of people helped by a number of programs offered is important, but that same information wrapped into one person’s story is a far more compelling and authentic way to share those numbers.

People make decisions on an emotional level. Using storytelling techniques will not only pull on your readers’ heart strings, it will compel them to act. If you’re not already using storytelling techniques, here are four reasons why you should:

1) Demystify complex concepts. Numbers can be complicated and confusing for people, by authentically telling one person’s story, what you do and who you do it for becomes clear for your audience.

2) Answer questions about your work or your mission. Like numbers and stats, your programs and services may be difficult to succinctly explain; a person’s journey through those same programs or services make them tangible.

3) Create context. Storytelling helps your donors understand your context and your mission. It helps them see the challenges you are facing because there is a human face on that challenge.

4) Inspire donors. Stories allow us to see, smell, taste, hear and touch with our imaginations. You want your donors to use their imaginations because it turns them from an observer into a participant. And when they can imagine themselves in someone else’s shoes, it will trigger the emotions that compel them to act.

Using storytelling in your donor communications and fundraising efforts not only solidifies your current supporter base, but also helps you reach a much larger set of people. Because a well-told story will move them to want to be a part of your mission.