growing donor engagment with storytelling

The Nonprofit’s Guide To Growing Donor Engagement With Storytelling

The Nonprofit’s Guide to Growing Donor EngagmentWith Storytelling

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CONTENTS4 ..... THE POWER OF STORYTELLING

5 ......WHY STORIES FOR GOOD?

9 ...... IDENTIFYING YOUR STORIES

11 .... ELEMENTS OF A GOOD STORY

16 .... INTERSECTING WITH DONOR DEVELOPMENT

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[email protected]

@RoxanneJoffe941.953.9191 ext 100

[email protected]

@SamStern_941.953.9191 ext 101

Our StoryThree hundred and fifty-five billion dollars.When we saw it we were shocked.

But that’s how much Americans historically give annually to charities.Yet, thousands of foundations and nonprofits aren’t effectively tapping into all that generosity.

As a result, their ability to create lasting change is often in jeopardy.We have faced adversity ourselves. And we have been helped by these organizations. We’ve also enjoyed great success in starting and building four different communications businesses.

So, one day we sat down to see if there might be a way to bring what we learned from business to bear on the problem.

We looked at all the great work being done by so many unselfish people to educate our young, feed our hungry, heal our sick. And we wondered what we could do to magnify the good work of these good people.

We asked ourselves:What if they had a better understanding of what emotionally drives their constituents?

What if they could use that information to make deeper, more meaningful connections?

How can they use those connections to create powerful communities and movements?

Movements that thrive in today’s always-on, multi-channel world?That’s why we started MagnifyGOOD. And that’s why we exist.

To help these important organizations increase the impact of their missions. And do it through the power of connecting.

And, of course, in the process, change the world.

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The Power of Storytelling in Donor Engagement

In a world where everyone is a storyteller, what does it

take to stand out? The ability to connect and create a

lasting impression.

For nonprofits, that means stories that move people to

volunteer their time, lend their voices and open their

hearts -- and wallets -- to issues they care about. The

power of storytelling drives support from people across

generations and causes while standing the test of time.

In this guide, we’ll walk you through the current

philanthropic landscape and the basics of using storytelling

to accelerate donor growth and engagement -- starting with

what sets great stories apart from good stories. Then we’ll

explore essential elements of powerful stories. Finally, we’ll

share how to tell your organization’s story in a way that

magnifies your mission and makes meaningful connections.

The Power of

Storytelling

The power to accelerate support has always been in your hands. We’re here to help you unleash it.

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People have never been more inspired to change the world.

According to Giving USA, $1 billion per day is contributed to the

social sector. Of that, 70 percent is from individual contributions.

This means opportunity.

As the economy grows, it’s the perfect time to connect with new

donors. Yet, it is also a challenge. There are 1.5 million registered

nonprofits in the United States. Last year alone, approximately 303

new nonprofits were registered per day. When you pair the volume of

nonprofits with our digital world, where messages can be shared

anywhere and anytime -- we can all agree that’s a lot of noise.

Nonprofits must identify untold stories and find effective ways to share

them with current and potential supporters.

Giving is at an all-time high. This means people are seeking new causes,

organizations and nonprofits to support.

Why Stories for

Good?

Stories create connections to the cause.

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You must prepare to break through all the noise. 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 from their perspective.

You must emotionally connect to move your audience to take action. People,

at their core, act from the heart. We feel emotional when we read 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.

Your audience is bombarded by organizations and nonprofits to support.

Deciding where to invest their time and resources can become complex

and confusing. A compelling story allows you to cut through the clutter and

stand out from the crowd.

Why Stories for Good?

The Nonprofit’s Guide To Growing Donor Engagement with Storytelling

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Telling your story is a necessity.

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Good stories entertain briefly. Great stories have staying power.

What makes a story about doing good really great? When creating stories for

good, the storyteller is respected. The listeners and readers keep the story

active in their minds, returning to hear and see more. Value emerges as the

story unfolds in ways that reflect your mission, attract followers and gain

loyalists to the cause -- who then tell the story to others.

Storytellers are the agents of change.

You know what your organization does. You understand the vision, why it’s

important and how it makes a difference.

You feel comfortable talking about your mission, vision and role in the

community. But is this the story your audience wants to listen to?

Will this story delight them?

Will a story about your organization connect with your audience?

The question is: Will they support YOU?

"The stories we tell literally make the world. If you want to change the world, you need to change your story.

This truth applies both to individuals and institutions."

- Michael Margolis, Founder and CEO of Get Storied

Why Stories for Good?

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Where do you find your stories to share?

Chances are you’re already doing it.

It takes a team approach to uncover gems that will speak to the hearts of your

donors and soon-to-be supporters. The first step is uncovering the types of

stories you want to share.

1. Stories of one-on-one impact

Stories of impact demonstrate how, on a micro level, a donation has impacted

the life of someone your organization serves. They illustrate the problem or

challenge your organization helped a person overcome.

From a family who was able to stay in their home because a donor stepped up to

pay their rent to the child who is now able to participate in school because she

received much-needed healthcare at no cost, stories of one-on-one impact

artfully pair data with personal anecdotes to make a powerful statement.

IdentifyingYour Stories

• Beneficiary surveys• Existing donors• Asking prospects what stories they are drawn to• Volunteer sharing sessions• Sending a volunteer or staff person "in the field" to uncover opportunities• Using social media to listen and learn how the community feels you help people

Where do you find

these stories?

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2. Stories of donor support

Many donors are motivated to give their resources because of things they’ve

experienced throughout their lives. Stories of donor support uncover the

journey of a donor --- pairing why they give with the difference it makes.

3. Stories of program effectiveness

Don’t forget to take the longview when sharing emotional stories.

Organizations notoriously overestimate awareness of their mission and

programs. As much as donors want to help individuals, they also care about

how organizations are effective stewards of their donations. Individual stories

of impact should be woven together to communicate the overall impact of a

program in your community.

Identifying Your Stories

• Connect development and communications staff to each other• Donors interviewing peers• Include areas for storytelling and anecdotes in donor feedback mechanisms, such as surveys and events

• Weave storytelling into staff meetings, so uncovering new ideas is top of mind• Include story collection in program evaluation efforts

Where do you find

these stories?

Where do you find

these stories?

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Every great story follows a structure.

Let’s explore the purpose and elements of this structure to help

you craft your authentic story to connect with donors.

The Opening

It’s important to nail the opening and grab attention fast. People today

come to quick conclusions about messages especially online. You must

in a blink capture and draw your audience into your story through the

opening. It provides the mood, tone and plot basis for your story. The

opening is the “hook” to get the reader to keep reading, the listener to

keep listening and the viewer to keep watching.

Recall your favorite books, movies or stories. How do they begin?

What makes the opening effective?

Introduce and Develop Characters

Every great story includes interesting yet authentic characters.

The classic formula is the hero (or heroine) battling the villain.

The villain can be another person, nature, a system, an injustice

or even an internal struggle.

When crafting your story, planning and developing your character

personas is vital. You need detailed descriptions of your characters

and the struggles, problems and challenges they face.

Elementsof a Good Story

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The Place and Setting

The characters and their problems must be put into a context. It must

be real and authentic. The detailed description of the place and setting

puts your audience into the story. You transport them from where they

are into your world.

These three elements provide the structure your story needs to

illustrate the character’s struggle. It paints the scene of what the

ordinary world is dealing with but also provides a glimmer of hope,

an opportunity for change.

Great stories don’t talk about the organization. They tell the story of

how the organization’s work changed or saved a real person’s life.

Here’s an example:

Elements of a Good Story

Maya’s Story

“Great. Another hospital bill. How are we going to pay this one?” Maya silently asked herself.

As Maya comes home from a long day at school on Monday, she discovers a new pile of bills waiting in

the mailbox. Bills that she doesn’t know how to pay.

Maya is a 17-year-old, straight-A student who has been struggling lately. Her mom had a massive heart

attack and spent days in the hospital. Now she is at home recovering, but she can’t work. Their savings

are running out. Maya is left trying to care for her mom and make enough money at her part-time job to

pay the bills.

She has no other family, no one to ask for help.

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Overcoming Obstacles and Solving Problems

Now that you’ve grabbed attention, set the scene,

introduced your character and her problem, and placed her

in a setting, it’s time to go deeper and explore the problem

and how to overcome it.

In this part of your story, you’re establishing a New Vision

for your audience. You’re showing them that there are

effective solutions available.


Let's go back to Maya.

At school, Maya’s grades have started to slip and her teachers have noticed that something is wrong.

One day, her English teacher pulls her aside and asks her what’s wrong. Maya is hesitant to reveal the

truth, but she finally breaks down and explains her mom’s health problems and their financial

troubles.

“I don’t know what to do, Ms. Matthews,” says Maya. “I’m trying my best, but I don’t make enough

money to pay our bills.”

“Maya, of course you can’t do it alone. We will figure this out,” promises Ms. Matthews.

Ms. Matthews suddenly remembers reading about a nonprofit organization in town that has a fund to

help people in need. With a quick visit to the organization’s website, Ms. Matthews is able to nominate

Maya’s family to receive financial aid.

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Maya went on to earn a scholarship to pay for college, where she later graduated

with honors. She completed medical school and is a partner in a pediatric

practice that donates health services to low-income children each summer.

This is The Victory. You reveal how you met the challenge and solved problem.

While the above story is a simple illustration, here’s where you would introduce

actual case studies and success stories. Interviews with actual beneficiaries

help you tell your story from another perspective.

Imagine the impact that this type of authentic story could potentially make on

donors. Suppose Maya happens to be the donor’s neighbor who lives across

the street. Maybe your story isn’t as dramatic or as personally painful as this

example, but you DO have a story to tell.

Triumph of the Human Spirit

Your audience wants to know about results.

Your story shows how your work creates solutions. It doesn’t get

bogged down in explaining the behind-the-scenes aspects of the

organization. The story simply shows your efforts are working;

you’re making a difference.


Maya’s Story Continues...

Within a week, Maya learns that her family has been selected to receive a grant from a local

nonprofit organization. The funding covers Maya’s mom’s hospital bills and monthly expenses until

she recovers and is able to return to work.

Now that Maya doesn’t have to worry about the bills, she can focus on her schoolwork and helping

her mom make a full recovery.

“I never expected to get any help, but I’m so thankful that I did. Now I can focus on applying to college

and pursuing my dream of becoming a doctor instead of worrying about making ends meet. Words

cannot describe how grateful I am.”

"Stories are a communal currency

of humanity." - Tahir Shah, in Arabian Nights


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So you’ve identified some good stories to share

and the elements to make them great, but how do you make sure they

intersect with donor development and ultimately drive donor engagement?

Storytelling and the Donor Engagement Process

It is important to think about storytelling throughout the donor engagement

process. Storytelling starts with your mission. It’s where the seeds of your

story are planted. There are nuggets of storytelling gold to be found here.

Consider why your organization exists. What inspires you to serve others?

Who are you trying to help? What difference are you trying

to make?

Tell the story of how you turned your idea to serve others into action.

The data that supports carrying out your mission complements this story,

which is a vision of the opportunity, expected challenges and ultimate success

of your mission.

IntersectingWith Donor Development

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Matching the Heartbeat of Your Organization

The “Maya” story is fiction. It serves as an example -- and a

metaphor -- for telling your authentic story.

Working with people who understand communications, who follow a

systematic planning and action process, is crucial in telling and

promoting your story -- one that matches the heartbeat of your

organization.

Your story is the pulse of your organization. Having a team of

communications experts behind you helps you tell your story

effectively and in a way that marries donor development with the

communications strategy process.

This combination gives you a powerful advantage. One that will set

you on a path toward ultimate donor engagement and connection.

Intersecting With Donor Development

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Getting your story right is critical to the life of your organization.

Behind every organization, every act of kindness, every donation is a vivid,

rich body of stories waiting to be told. Your story is the most powerful

way to communicate the message about who you are, why your

organization exists, and how you help make life better for others.

Just as Molly’s teacher was there to help her, the storytelling experts at

MagnifyGood, specialists in strategic communications, can help you

uncover and tell your story.

Will you ‘story’ your way to $1 million in new donations? To more

volunteer time? To a greater awareness about your mission?

Your story makes all the difference.

“Do you know that in Papua New Guinea, amongst all the culture, STORY is a verb. When people get together they actually plan to ‘story.’

They make social dates to ‘story.’ It is the most powerful way to communicate and learn about each other.”

Getting it Right

growing donor engagment with storytelling

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