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Fundraising Tuesday: Tell One Story to Get Many Donations

February 23, 2016 by Dennis Fischman Leave a Comment

storytellingDid you ever read a fundraising letter that sounded like this?

“Tom had a problem. He came to us, and we solved it. Jane had a different problem, and she came to us and we solved it. Enrique and Miranda had a whole host of problems, and came to us, and….”

I have read many appeal letters that took this approach–and not one of the stories stuck with me.

The problem isn’t just that they are all talking about the nonprofit, instead of making the donor the hero of the story. The problem is that they are not telling one story and telling it well.

The Power of a Single Story

There are lots of reasons your fundraising appeal letter should focus on one story, not two, not three, not many.

One story touches the heart and rests in the memory. Many stories distract.

One story can develop at full length in your fundraising letter. Many stories crowd each other. You tend to turn them into mere timelines…instead of dramas.

One story has the chance to be universal. When you tell many stories, you emphasize that each is specific. You reduce the chance that your readers will relate to any of them. It’s paradoxical, but it’s true.

What to Do with the Other Stories Instead

Why are nonprofits tempted to throw a grab bag of stories into one appeal letter? I think I understand the temptation. But you can resist it if you know what to do instead.

  • “We only send out one appeal letter per year, so we want to use everything we’ve got.” A worthy thought! But plan on sending out more appeal letters, instead. Two or three letters, each with a great story, will raise more money than one letter full of plot summaries.
  • “We were so proud of ourselves for actually collecting the stories. Now you’re saying not to use them?” Far be it from me to say that! Use them in separate letters–or in newsletters, social media posts, and lots of other communications that don’t include an “ask.” Then the appeal letter will reach people who already know and care about what you do (and want to be a part of it).
  • “We have four different programs. We have to say something about each.” No, you don’t–not in the same letter! Ideally, you know your audience, segment your list, and send each donor the story that he or she will care about the most. If you can’t do that, then tell stories about them one at a time, over a period of time. Take turns. Each program will benefit when the organization raises more money!

Are you writing a Spring appeal letter? What’s the one story you’re going to include that your donors will remember?

 


Every Tuesday this season, I’m offering a tip on how to write better fundraising appeals. Find the rest of the series under Fundraising Tuesday.

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Fundraising Tuesday: So What’s Your Story?

February 16, 2016 by Dennis Fischman Leave a Comment

stoytellingWe’ve already discussed how you’ll raise more money if you stop talking about you and make your donor the hero of your story.

That’s a lot easier to do if you actually tell a story.

Stories Are More Than Just Timelines

Not every way of telling what happened is a story. Just because something has a beginning, a middle, and an end doesn’t mean it’s a tale that will capture the imagination and move people to give.

A story has a narrative structure. That sounds hard, but it’s actually very easy. As Andy Goodman tells us,  “To make sure you cover all of the basics of story structure, here are the beginnings of 7 sentences that can help you with the process.”

  • Once upon a time… (This starts the story off and introduces our protagonist)
  • And every day… (This will set up how life was before the Inciting Incident)
  • Until one day… (This begins the action of the story with the Inciting Incident and the Goal)
  • And because of this… (This introduces the barriers or obstacles the protagonist faces)
  • And because of this… (There could be several barriers)
  • Until finally…(This ends the story with the Resolution)

Is What You Wrote Actually a Story?

You can tell a story without using the exact phrases that Goodman suggests. If you look closely at a story that sticks with you, however, most of these elements will be there.

For instance, last week I told you The Tale of the Rigged Raffle. I could have told it in those exact words.

  • “Once upon a time,” there was a married couple, Dennis and Rona, who were very different from each other.
  • “And every day”–well, every week at least!–they looked for a synagogue they could share.
  • “Until one day,” mutual friends invited them to Temple B’nai Brith.
  • “And because of this,” they met an adorable older couple who really wanted them as members of the shul. But Rona and Dennis weren’t sure yet.
  • “And because of this,” the older members rigged the raffle so that Dennis and Rona won a gigantic bottle of syrupy sweet Manischewitz wine. They didn’t know how to refuse it.
  • “Until finally,” the older couple told them to donate it back to the Temple–as everybody did! Rona and Dennis were charmed, and became members, and renewed their membership happily ever after.

Look at the appeal letter you’ve drafted. Can you find these story elements in it? If not, it’s time to rewrite!

Why Storytelling is Worth It

If you want me to act, you have to touch my heart. Storytelling is the most powerful way to do that. As Network for Good tells us,

Donors tend to give twice as much when presented with a story about an affected individual, as opposed to reading huge abstract numbers of the overall scope of a problem.

Touch my heart AND my wallet. Tell me a tale that shows how I can do something great by donating to your organization.

So, what’s your story?

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Fundraising Tuesday: The Tale of the Rigged Raffle

February 9, 2016 by Dennis Fischman Leave a Comment

storytelling boardThe organization had a lot of money to raise: for an elevator, a new roof, and to pay salaries.

The Board President wanted the Board members to practice telling their stories to potential donors. But all she was hearing were generalities and grand narratives.

So I told the Board a story.

The Tale of the Rigged Raffle

When my wife and I first set foot in our synagogue in 1990, shortly after we moved to Somerville, MA, it was because two friends separately invited us. Rona and I are very different kinds of Jews. I tutor kids for bar and bat mitzvah. She goes to shul when there’s a wedding, a bar or bat mitzvah, or a holiday. Not just any place would suit both of us.

We went to a Sunday brunch first, to see if we’d like the people.

They sat us down across from two of the older members, Morrie and Ada. Morrie was the type who, five minutes after he met you, he’d know where you grew up, where you lived now, what you did, and what committee you should be on. In the same amount of time, Ada would know all about your family, and make you feel like part of hers.

During the brunch, we were invited to buy tickets for a raffle, and being the warmly welcomed guests, we thought we’d pitch in for a ticket or two.

The people who managed the raffle made sure that we won. Our prize? A bottle of Manischewitz sweet red wine, as big as my head!Manischewitz bottle

Rona and I looked at each other, bemused. What were we going to do with our new-found treasure?

Then Morrie leaned across the table and said in his hoarse Yiddish-accented voice, “The custom is to donate it back to the Temple for kiddush (the blessing over wine after services).”

“We will be happy to donate the bottle back to the Temple!” we said.

Shortly after that, Rona and I became members. We’ve been there over twenty-five years. And the Board was the current governing body of that same synagogue.

Now That’s a Story!

What made my anecdote memorable?

People–Rona and me–with a problem: would we ever find a synagogue that fit us?

They meet new characters (and I do mean characters): Morrie and Ada.

They encounter a new problem: how to make ourselves at home with a place that thinks a giant-sized bottle of Manischewitz is a prize.

They receive advice and help (donate it back) and reach their destination (a place where we could belong).

Are You Telling Winning Stories?

Storytelling connects your organization with the supporters you want–especially if you make the donor the hero of the story. But don’t leave the success of your storytelling to chance.

Rig your stories with people, problems, helpful characters, challenges, and solutions. That way, you know who will win: both you and your donor.

And if you want more great advice about telling a memorable story: The Storytelling Non-Profit Virtual Conference begins tomorrow, February 10, 2016!

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