If you send appeal letters and emails to donors several times a year, “Best Storytelling Strategies for Fundraisers – Tool & Tips” will not only hep motivate your donors to contribute but also inspire them to stay around longer. What this means is that your donors will continue donating for years to come.
Best Storytelling Strategies for Fundraisers – Tools & Tips
Guide to Nonprofit Storytelling
Whatever your cause, it exists because there’s a problem that needs solving, meaning there is a need that ha not yet been met.. Donors are essential to meeting that need. However, in order for donors to be motivated to give, they need to be communicated to in a way that makes them feel understood. These tools and tops will help provide strategies for crafting donor-responsive appeals.
Psychology of Donating
Make the donor the hero: not your organization. When a donor contributes to your organization, they do so because it satisfies their dreams and needs. Therefore, to help uncover what that means, here are a few questions for you to ponder.
Why does the donor need to solve this particular problem?
Why do you need the donor?
What more can you do with their help?
What’s in it for them?
Don’t focus on what your nonprofit needs. Focus on the donor’s role and how they can help.
Strategies for Writing Donor Responsive Stories
Strategies for Writing Donor Responsive Stories
Three Elements Needed for Every Fundraising Letter and Email Appeal
To motivate donors to give, there are three basic elements needed for any fundraising letter or email appeal. These three elements are: presenting a problem, offering a solution, and including dollar-value statements.
Presenting a Problem
Write about a specific problem you want the donor to solve. Do you need to feed more hungry people, house more homeless, or provide veterinary care for neglected animals? An example of a problem statement is, “Help is needed for abandoned cats.”
Offering a Solution
Why is the donor is needed and how will their gift make a difference?
Tell a story about why the donor is needed to become part of the solution and what the donor needs to do to help solve the problem.
Ask the donor to help solve the problem by making a donation. The donation is the solution.
An example of a solution statement is, “Your generous gift will help provide veterinary care for abandoned cats.”
Including Dollar Value Statements
In your story, include an array of dollar values that are associated with a variety of solutions. Dollar value statements convey transparency and informs donors as to how their hard-earned money will be spent. It lets them know how far their donation will go towards helping something tangible. An example of a dollar value statement is: “Your generous donation of $50 will help provide veterinary care for an abandoned cat.”
How to Improve Storytelling
Gather Great Stories
The entire organization’s job is to collect stories, That includes staff and volunteers, especially those who are out in the field. Every organization has stories to tell about a person who needs help or a cause that requires a solution. Utilize those stories to their full extent in direct mail appeal letters, emails, and on social media.
Best Storytelling Strategies for Fundraisers – Tools & Tips
Types of Stories to Tell
Tangible Stories
Tell stories about something tangible. For example, stories about a family in need or an abandoned animal. When a donor is clear about where their donation is going, they are more inclined to donate. If the story asks for a donation for something abstract, donors will be less comfortable donating.
Heartfelt, Emotion-Filled Stories
When writing a story for a direct mail fundraising letter or for digital fundraising, show, don’t tell. Harness the power of storytelling by painting a picture with feelings and thoughts. This creates an emotional connection that inspires readers to donate. An example of telling is: “Mary was cold and living on the street.” An example of showing is: “Pulling the thin sweater tighter across her shoulders, Mary shivered and yearned for a hot meal.” Utilize heartfelt copy to convey a concrete problem about something tangible. Create an emotional connection with donors, giving them a role in the solution.
Use the Word, “You”
Utilize the word “you,” rather than the words “I” or “we.” The word “you” directly addresses the donor and creates a personal connection.
Lead with Gratitude
Always thank the donor for their last gift. It goes a long way towards making them feel appreciated and valued.
Include Emotional Images
Convey your message with photos, as a good photo can promote a strong message. Consider using images of those you serve for an emotional punch. Add an inspiring quote to the photo for even better results. Studies have shown that close-ups of smiling people create an emotional connection with readers.
Videos
Videos are an ideal medium for telling a story showcasing a tangible need in a short amount of time (60-seconds). It’s also a powerful medium because it combines two modes of processing: visual and audio, making it easier for donors to consume and synthesize the information presented.
It can be difficult to get donors to pay attention to your appeals. “Best Storytelling Strategies for Fundraising – Tools & Tips” will provide the keys to crafting compelling appeal letters and email appeals that will make your donors feel understood. In turn, this will result in more donations for your organization.
If you are short on staff or just don’t have enough time to write your own donor responsive appeals, Contact Write Choice Marketing to craft the perfect donor-centric story for your organization. Whether it’s one appeal letter, or a sequence of renewal letters, or a series of emails, we’ll write stories that will raise more money for your organization.
For more ways to strengthen your fundraising appeals, in addition to these Best Storytelling Strategies for Fundraisers – Tools & Tips, be sure to implement these 8 Tips for Effective Fundraising Letters.
Write Choice Marketing – Helping nonprofits maximize donations through compelling copy, engaging content, and donor responsive strategies.
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