Telling Your Story

So you find yourself in the non-profit world.

Maybe you stumbled into non-profit work like I did, thinking you’d get some experience and then move on…only to find yourself seduced by the idea of getting paid to do good. Or maybe you followed your passion into the non-profit world, determined to put your skills to work for a noble cause.

Was your organization the brainchild of one charismatic and driven individual? Or was it a grassroots effort that blossomed into something more? What problems are you trying to solve, and what successes have you had?

However you and your organization got here, you’ve got a story. And your donors want to hear it.

Telling a story is one of the easiest ways to convey your passion. It can be about a life that was changed because of your work -- even if it’s your own! You could focus on a hard-fought victory, or a battle still to be won.

Of course, a story by itself isn’t enough. You’ve got to tell it in a way that draws people in. Almost all of us love a good story, especially one with heroes and villains, rich with details and atmosphere.

I love opening a direct mail letter and reading about the plight of a polar bear stranded on an ice floe in the arctic…or the line of families waiting for emergency relief at the local food bank…or the appalling practice of blowing the tops off pristine Appalachian mountains to reach the coal buried underneath…

…not because I like hearing about these horrors, but because when I see those kinds of vivid details and strong, evocative story-telling, I know that letter-writer is doing a great job of moving donors to give.

Details bring your story to life. Set the scene to draw the donor into your world. Action words help – stay away from is, does, seems. Words that paint a picture, enabling your audience to feel as if they’re right there with you, give you a unique power to capture donors’ attention.

And when you’ve got their attention, don’t forget to hit them in the gut. Tap into the emotions of your story, and you’ll tap into the emotions of your audience.

And an audience who is moved is an audience ready to give.