Metaphors and similes are powerful tools for fundraising storytellers. They can help you create vivid images, emotions, and connections in your donors' minds. In this article, you will learn what metaphors and similes are, why they work, and how to use them effectively in your fundraising stories.
Metaphors and similes are figures of speech that compare two different things, usually using the words like or as. For example, "She was as brave as a lion" or "His words were like daggers". Metaphors and similes can make your language more creative, expressive, and memorable.
Metaphors and similes work because they tap into your donors' existing knowledge, associations, and emotions. By comparing your cause, your beneficiaries, or your impact to something familiar, you can help your donors understand, relate, and empathize with your story. Metaphors and similes can also trigger sensory and emotional responses, such as visualizing, feeling, or imagining the comparison.
When communicating vision and mission, remember this: Stories store and numbers numb. Instead of reciting a mission statement that is posted on your website, tell a story of life transformation. People will remember stories, but if you just throw cold hard data...they will forget. Being too analytical is a mistake leaders often make. When you share a story of life-change, you motivate the hearts of volunteers and donors.
To use metaphors and similes effectively in your fundraising stories, you need to follow some basic guidelines. When choosing relevant and appropriate comparisons, make sure they match the tone, context, and message of your story. Avoid clichés, exaggerations, or mixed metaphors that can confuse or distract your donors. Use metaphors and similes sparingly and strategically to highlight key points, emotions, or contrasts that you want your donors to remember or feel. Before using a metaphor or simile in your story, test it with your audience or a colleague to ensure it resonates with them. If not, try to find a better one.
To inspire you, here are some examples of metaphors and similes used in fundraising stories:
- "Your donation is like a seed that grows into a tree of hope for children in need." (UNICEF)
- "She felt trapped in a cycle of poverty, like a hamster on a wheel." (Oxfam)
- "With your support, we can turn the tide on climate change and protect our planet." (WWF)
- "He was a ray of sunshine in the dark days of the pandemic." (Red Cross)
- "Your gift is a lifeline for families facing hunger and hardship." (Feeding America)
If you're having difficulty coming up with metaphors and similes for your fundraising stories, there are a few ways to generate ideas. Start by brainstorming words or phrases that describe your cause, your beneficiaries, or your impact. Consider nouns, adjectives, verbs, and emotions that capture the essence of your story. Then, look for similarities or contrasts between those words and other things. Think of objects, animals, places, or situations that share some characteristics or qualities with your story elements. Lastly, experiment with different combinations and formats. Try using like or as, omit them, or use metaphors or similes in different parts of your story such as the title, opening, closing, or call to action.