Tell your story without getting lost in the weeds

Storytelling is one of the most powerful tools you have in your toolbox. 

In fundraising materials, a powerful story will pull on heartstrings and compel action. But it’s just as important in donor communications because this is the time that supporters get to see how you’re spending their money, and who you’re spending it on. 

A good story focuses on a real person (or animal, if that’s your sector) who needed something that your organization provides while also sharing relevant and meaningful measurements that relate closely to how you’re fulfilling your mission. 

But using storytelling techniques to connect with your audience still has to be done strategically. In other words, the stories you write need to honour a person’s journey but still serve your organizational purpose. And there’s more to a story than simply having a beginning, middle, and end. 

To use strategic storytelling successfully, follow these four key elements to tell a story that is both easy for the reader to follow and achieves your end goals.

Character and context

This is the back story. Identifying the beneficiary of your story is the best place to start. Providing descriptors while maintaining client confidentiality, when necessary, allows your audience to feel as though they deeply know the person in your story. (And, yes, it is okay to use a pseudonym; your audience will understand.) 

Conflict or catalyst

What is the person struggling with and what happened in their life before they came to your organization? Letting your readers peek into the challenges this person has faced builds that deeper connection.

Goal

What is this person working toward? The goal phase is the opportunity for you to showcase how you supported them. It’s a way to connect your programs and services (i.e. what donors help fund) to their success.

Change over time

What’s changed since this person came to your organization? Letting your readers see how your programs and initiatives supported achieving a goal or making a change is so impactful and is what leads to their desire to continue supporting your cause.

Remember, crafting a powerful narrative connects your readers to your organization’s strategic why — WHY do you do what you do? That’s what creates a community of donors ready to provide continued support.