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Storytelling the Right Way
Transcript of Storytelling the Right Way
What brings in your fundraising dollars
The people you're talking to
Determined by medium, list selection, & statistical modeling
Copy (including stories)
The specific action you're asking donors to take
Call to action
Dollars = action/items
Right size for donor
Donation does a lot
A specific action
Not an abstraction
Lots of "you"
Leads to a CTA
"Why I'm writing"
I'm well off. Honestly, my wealth makes me uncomfortable sometimes. That's why I give.
I survived cancer. I want to celebrate and to pay it forward. That's why I give.
My sister thinks she's so much better than me. Ha! I'm doing more than she is. That's why I give.
My heart overflows with love for the Virgin Mary. I know she cares. That's why I give.
We need to share our story...
The Boss's wife loves it!
The Phrase of Doom
What the donor does
Donors give because of
who they are
, not because of who you are.
They give because
are awesome, not because you are.
(But please continue to be awesome.)
Organization as Hero
Donor as Hero
The 5 magic bricks for building donor stories
Say "you" a lot
Put the donor
in the story
Keep your heart
on your sleeve
Write like Aunt Ruth
(I mean a frickin' lot)
"Support our cause"
Millions of Brazilians!
It was a dark and stormy night...
I help you tell!