Fundraising: The art of storytelling
#1 Fundraising Skill to Master
Storytelling emerges as one of the most critically important and highly valued skills in a fundraiser’s tool kit.
Compelling stories create a sense of urgency and promote understanding of the need for financial support. They can simply and memorably explain complex issues and help your organisation stand out from the crowd. But most importantly, stories help build emotional connection with your cause and inspire action from prospective givers.
At a time when differentiation, demonstration of need, and donor development are the key to the achievement of fundraising goals, we think everyone could use some tips and tricks to enhance their storytelling
Go back to basics – Remember what we were taught in Primary School – every story should have a beginning, middle and end. Start with dot points and map out where your story will go so you don’t end up off topic.
Keep it simple – Writing clearly and concisely can be surprisingly difficult but it is important that your key message does not become obscured by flowery language, sub-plots, industry jargon or unnecessary fluff. Try and stick to one key theme or message and get to the point as quickly as you can.
Paint a picture – A good story does not have to explain every detail. You need to give your readers the opportunity to engage their imaginations and find their own personal connection to your story.
Write with authenticity– Avoid the temptation to embellish or overstate your achievements or issues. It is vital that your story comes across as honest and credible. If you cannot gain the reader’s trust, you cannot gain their interest or their support.
Choose the right story – You will probably have plenty of material to choose from, but you need to carefully select the right story for you audience. Consider things such as age, motivations, culture, interests, values, education and connection to your organisation. Choosing the wrong story will not only fail to engage the reader, it could offend or alienate them and cause you to lose their support.
Consider visuals – when capturing and researching stories, also think about collecting images and video footage to enhance the story.