Storytelling has always been key to human interaction. Stories engage us, they connect us, and they shape how we make sense of the world. When it comes to fundraising, storytelling is the most powerful way to transform passion into action and connect with the hearts and minds of your supporters.
Now more than ever non-profits need to tap into the power of sharing stories and equip themselves with the tools and knowledge to share a compelling, authentic story that is captivating and memorable. Because no matter what your cause is, your future could depend on the quality of your spiel.
- Identify your ‘why’
Knowing and clearly articulating the “why” of your organisation can be challenging, but it’s incredibly important. Share your passion for why you love what you do, why it is so important, and why someone should support your cause over another. Take a look at Simon Sinek’s famous TED Talk on ‘How Great Leaders Inspire Action’ starting with the golden circle.
- Share your personal connection
The most effective stories come from people who have a personal connection to the cause they’re promoting. This injects passion, life and connection as well as enabling you to demonstrate your strong belief in the impact you’re having in the community. It’s the vulnerability and the personal stories that draw people in and present a stronger, more compelling, and more memorable story.
- Know your ‘WHO’
No pitch is static. It evolves based on who you’re talking to, where you are, and what you wish to convey. That’s not to say you need to do extensive research on your audience, but it is important to do the necessary checks to make sure your language, key messages, and story will resonate. Then, you need to vary your story accordingly.
- Show don’t tell
Let your beneficiaries be heard and let them tell their own personal stories. This is the best way to provide insight into their experiences. Video and photos direct from the field is the most compelling and powerful way to achieve this. It’s also the perfect opportunity to think about how you can keep donors engaged and creatively report on how their money is being spent and the impact it is having.
This blog was written by Nina Stott, Senior Manager | Corporate Responsibility Storytelling & Engagement at Aviva.