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How to Find the Right Story-Always

June 12, 2017 by Dennis Fischman Leave a Comment

Storytelling is an ancient art that people in communications fields have begun to appreciate.  But how do you find the right story for the occasion?

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Once upon a time, a storyteller (the Maggid of Dubnow) was walking along a road when he saw the most amazing sight.  There was a barn, and on the barn was a bull’s-eye target.  Arrows protruded from the target.  Every one of them had hit the bull’s-eye.

And standing next to them, with a bow and an empty quiver, was a teenager, no more than fourteen.

“Young man!” the storyteller called out.  “How did you manage to hit the bull’s-eye every time?”

“Oh, it was easy,” the teenager replied.  “I shot the arrows first, then I painted the circles around them.”

“And that,” the storyteller told a friend later, “is exactly what I do with my stories. I learn to tell them first, and later I find the occasion to tell them.”

The Moral of the Story?

Don’t wait for the next time you’re putting together a newsletter or a funding appeal to think about what stories to tell.  Put some stories in your quiver.  Lean how to aim them.  Then, find the right targets.

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TY Thursday: Say It with a Video

June 8, 2017 by Dennis Fischman Leave a Comment

 

If you work at a nonprofit organization, you’re probably pretty charitable yourself. Are you getting a lot of thank-you letters in the mail? Great. But have you ever received a thank-you video on your phone or computer?

You would remember if you had.

The Personal Impact of a Thank-You Video

There’s something about the face and voice of a real person saying “thanks.” Yes, I love getting thank-you letters in the mail.Video can’t substitute for an envelope with a stamp on it that you can hold in your had. But it can add.

A video can show you where your donation made a difference. That’s the approach The Nature Conservancy takes.

It can present the faces of the people who are doing the work, as charity:water did with their staff.

Or it can show you the faces of the people whose lives are better because you helped. The Children’s Hospital Foundation took that approach. They even titled their video “Thank you for supporting kids like me.”

Making Your Thank-You Video

These examples come from larger organizations, but the thank-you video is a great tool for the small nonprofit too. If you have a smart phone, you have a camera in your pocket.

Production values are not what matter in a thank-you. Here’s what does (according to Raymund Flandez, writing in the Chronicle of Philanthropy):

  1. Be brief. Don’t send out a fifteen-minute description of everything you do. One minute of gratitude says it much better.
  2. Say thanks–and say why. Let the donor know the impact his or her gift has made.
  3. Speak personally. Make sure the donor can tell who it is that’s saying thank-you and why they care.

Sharing Your Thank-You Video

Once you’ve made your thank-you video, you have multiple ways to share it.

You can email it to the donor–but sending it as an attachment may make recipients worry about being spammed. Your video is more likely to be seen if you’re using an email service like MailChimp that allows you to embed the video in your message.

You can distribute the thank-you video through your Facebook page or other social media. You can post it permanently on your website or YouTube page, so you have the link to share in the future.

And you can personalize it. With a very little bit of editing skill, you can add the individual donor’s name to the basic video and thank him or her directly. Try personalizing some of your thank-you videos and see how that affects your donor renewal!

 

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Fundraising Tuesday: Wedding Season for Donors

June 6, 2017 by Dennis Fischman Leave a Comment

When we were ready, we both knewI never asked my wife to marry me. I didn’t have to.

When we were ready, we both knew.

We’d met when I was in grad school and Rona was already working full time.

I finished my dissertation. We moved to a different city. I started a new job, and I remained the same sweet guy she thought she knew all along.

One day, Rona said, “Everything’s going fine. Should we pick a date?” I just said “Yes.” And nine months later, we were married. Yes, a June wedding!

Your nonprofit is building a relationship with every potential donor you meet.

  • A donor “goes out with” you when they get your newsletter and email. Make sure you’re charming every time.
  • They “go steady” when they follow you on social media or come to your events. Make them feel special when they do.
  • They “get engaged” when they donate time or money.  Your thank-you is like slipping on the engagement ring.
  • When they give two or three times, they’ve said “I do.”

Now, your sweet donors may not be as eager as Rona was. You may have to go down on one knee and ask. But when the donor is ready, you should know.

Your relationship should be that strong. Is it wedding season for your donors?

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