You’ve found a cause that has struck a chord deep in your heart. You’re motivated, inspired, and ready to ignite change. Perhaps you work for a charity, your company has decided to start a fundraiser, or maybe you’re simply an individual who has been called to action. Regardless of the specific cause at hand, one thing remains the same. In order to create an impact, it’s necessary to use effective nonprofit marketing strategies to reach and unite motivated, invested supporters that want to see the same change. The simple yet powerful gift of storytelling can make the difference in gaining a one-time donor or creating a community dedicated to social change.
Start with a Personal, Compelling Story
Methods of storytelling have shifted over the years, but a story’s ability to inspire, connect, and move people remains the same. While hearing data activates the part of our brain that processes language, a story influences and activates our emotions, our memories, our behaviors, and gives us something to relate to. You may be hesitant to share the messy or grim parts of your story, but this is actually the best thing you can do to connect with people on a deeper level. The more personal and vulnerable you are willing to be, the more people will be moved and motivated by what you share.
Make it Intriguing
When we read a book or watch a movie, it’s necessary that we feel invested in the characters and the plot or our attention will quickly drift to other places. The same is true when telling a fundraising story. The data is important, but bringing those numbers to life through real-life “characters” and their goals or needs is what will influence people to stay engaged and act. Focus on portraying in detail the who or what behind your cause and create connections that supporters can relate to.
Show Supporters Who They Will Help
One of the best things about a story is its ability to introduce us directly to the person or population that needs help, instead of simply talking about them. Give your story a face, a background, and a struggle that supporters can connect with. The New Organizing Institute offers storytelling workshops and online modules in which attendees learn to identify the “story of self,” the “story of us,” and the “story of now” to connect their personal experiences to those of the group, and finally to the common goal of all.
Include a Beginning, Middle, and End
Just like we learned in school, stories should have an introduction, a conflict, a climax, and a resolution. This gives supporters a full picture of the problem at hand, how it began, and what can be done to help. It also gives them a clear image of the impact their support will have, which is key in nonprofit marketing when you wish to move supporters to action.
For example, if you were raising money to support a local food bank, you would first introduce supporters to a specific family that benefits from the program. Explain what challenges they face and how the food bank helps, then introduce the conflict - perhaps the bank has lost funding and now families that relied on it have lost access to a reliable meal. Finally, reveal what is being done to address the problem and what exactly donations will go towards. Explain in detail how the donor’s support will allow the family to have access to the food they need.
Share Your Story, Everywhere
In the past, stories were shared through word-of-mouth. Today we are blessed with so many ways to share - including text, images, and video over a plethora of different media channels. We can use each of these unique methods to give supporters a holistic representation of the cause we are supporting. When posting to social media, remember to customize the parts of your story to each specific platform for maximum impact. For example, photos and short excerpts do better on Instagram, while longer, more in-depth text would be better suited for emails or newsletters.
Know Your Audience
Just as important as what parts of your story you choose to share and where, is who you are aiming to connect with in doing so. Sharing your story is important, but not if the people who hear it are unable or unwilling to get behind it. Take some time to research the “type” of donor you are looking to work with, what motivates them, and what areas they have authority in. Intelligently targeting your story to different groups is a nonprofit marketing move that gives your fundraiser a much better chance of having a lasting impact.
Bring your Donor360 Campaign to Life
The Donor360 platform was created to make fundraising simple and effective, and we have included tools and resources to get you off to a good start. Rather you are starting a new campaign or you want to give new life to an existing one, a relatable, well-told story is key. If you are looking to motivate new donors, resonate with existing supporters, or share the importance of your cause with the world, start with one of the most basic forms of human communication, an intriguing story.