Connecting with Donors Through Storytelling

According to Giving USA, 2017 was America’s most-generous year ever. Charitable giving eclipsed the $400 billion mark for the first time ever with the total reaching $410.02 billion. 

What does this mean? It means opportunity. Americans are embracing philanthropy more than ever. They want to make a difference and they are supporting causes that matter to them. This means that it’s the perfect time to attract new donors.

Attracting donors and building emotional connections starts with telling your organization’s story.

The Power of Storytelling in Philanthropy

You know what your organization does. You understand the vision, why it’s important, and how it makes a difference. But does your audience know and understand this?

Your audience is bombarded by organizations and nonprofits seeking support. You must emotionally connect to break through all the noise and move your audience to take action. The best way to do that is to engage and educate your audience about how your organization will do good and how you will make the world a better place.

People, at the core, act from the heart first. We feel emotional when reading someone else’s story and are often compelled to help. A simple story enables individuals to understand an organization and gain appreciation for the work it does in the community.

In short, telling your story is a necessity.

Telling Your Story

There is no right or wrong way to tell your story. The failure is in simply not telling it. Effective stories that connect and spark emotions show how your work creates solutions. They don’t get bogged down in explaining the behind-the-scenes aspects of the organization. They simply show your efforts are working; you’re making a difference.

If you design a story that responsively matches the heartbeat of your organization and demonstrates the power of your work, you will capture people’s hearts and move them to take action.

Need help getting started? Learn more about using digital strategies and tools to boost fundraising by downloading the Fundraisers’ Guide to Digital Media. 


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