Juggling flaming chainsaws. That’s what television producers were told back in the day about what they’re competing with to capture viewers’ attention. Take the six o’clock news. There’s also dinner on the stove, kids calling for help with homework, and the dog barking to be let out. Add to that social media and inbox alerts, and countless streams of outreach are vying for people’s attention.
How Story Telling Impacts Fundraising
Just like the news, your fundraising communications, be it emails or social media, need to capture your audience’s attention. Consider the news headline approach and lead with your best emotional hook. It sounds insincere, but it’s exactly the opposite. You are sharing with your donors and volunteers the “breaking news” about your organization’s beneficiaries – your impact and their support in action. Choose one in particular, because telling a single person’s story sticks with people.
A good story conveys emotions that connect us to our common humanity. When we’re drawn into a well-crafted story, we can imagine ourselves in a situation. Activate empathy, and they will come, because stories are about connection. When readers feel emotionally connected to your cause, they become inspired to get involved.
Fundraisers know all too well the importance of reporting their impact and the challenge of keeping it catchy and not drowned in data. Think of writing your story like an inverted pyramid.
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- Get clear on why you’re writing.
- Choose one story to tell.
- Craft a strong lead sentence. Which of the five W’s (who, what, when, where and how) is most important?
- Describe your problem, then your proposed solution, and a direct call-to-action.
- Appeal to the five senses with sensory detail to really drop into the story.
Writing really takes shape in the editing. Watch out for redundancy, but know the difference in reiterating your lead sentence in your closing. Does the emotional hook grab your attention? Are you educating readers about your cause and its urgency? Is the call to action specific, measurable, and timely?
Like the old adage, show don’t tell, keep it simple and visual. Show what’s possible with your reader’s support with images that stir emotions and emphasize your organization’s success. Have your organization get on board with well-crafted videos to stand out (social media algorithms love videos) and truly hook your audience. Visuals make for powerful storytelling and our brains remember a lot more thanks to them.
As the CEO at The Dennis Group, Chonée Dennis, reminds her team that, “communications can exist without fundraising, but fundraising cannot exist without communications.” Pack a punch with your next communication leading with a powerful and personal story. To learn more about how The Dennis Group Inc. can help tell your story, contact us at info@thedennisgroup.ca.
Submitted by Elizabeth Palermo.
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