The most successful nonprofits use stories everywhere and all the time, whether it’s on their websites, in newsletters, or on social media. A compelling storytelling strategy will emotionally engage potential donors and acquire new ones. To do so, think about your donors and what’s most important to them.
Humans are hardwired to listen to and be captivated by stories, so incorporate powerful visuals and testimonials you think your target audience would most identify with. Familiarize yourself with the basic structures of stories and character-building to inspire readers to donate:
- Connection: This is where you orient and engage the audience, whether you connect through values or emotions. You’ll also introduce the character your story is about. For example, a pet shelter might write about a specific dog.
- Conflict: The conflict is where you show the current situation, how it differs from the desired outcome, and get donors interested in funding your organization. In our example, the shelter might explain its mission of finding new homes for abandoned pets.
- Resolution: Here, you’ll demonstrate how your organization and its donors can resolve the main conflict together. The shelter might explain that it can keep finding homes for pets with donor support.
- Call to action: Finally, you’ll ask donors to join the story, participate, and make a donation.
A story should work through one character’s perspective and experience, focusing on their desires and challenges and exploring the things that prompt them to take action. The character’s journey should inspire potential donors to also take action.
Use a multi-channel approach for consistent messaging across your platforms. Just remember to be as genuine, clear, and succinct as possible while staying true to your message. That way, you can acquire more donors by effectively spreading the mission you hope to convey.