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How can you create a compelling fundraising story for donors of all ages?

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Fundraising is not just about asking for money, it's about telling a story that inspires people to support your cause. But how can you craft a story that appeals to donors of all ages, from millennials to baby boomers and beyond? Here are some tips to help you create a compelling fundraising story that connects with your audience and motivates them to give.

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1 Know your audience

Before you start writing your story, you need to understand who you are writing for. What are their values, interests, challenges, and goals? How do they prefer to communicate and receive information? What are their pain points and aspirations? How can you relate your story to their lives and emotions? By doing some research and segmentation, you can tailor your story to your audience's needs and preferences, and make it more relevant and persuasive.

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Christina Mancini, CFRE

Providing Strategic Communications, PR and Philanthropy Advising for Organizations Globally
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Impact stories are critical to compelling fundraising content. Stories tie us together. I guarantee that the people you help have a story to tell - and it's good. Their story of how your organization changed their life is riveting and compelling. Do you know it? If the answer is no, it's time to get out there and find out. When you have collected the stories, sharing them with your donors, prospects, and community is critically important to engagement. Sharing these impact stories through publications, social media and in conversations with prospects and donors will compel support...and the people who your organization serves will benefit immensely. Good communications are key. Great communication is the goal.

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Aravind S.

Product Visionary?| Investor | Proptech | 85,000+ YT | 2x Founder | AI SaaS
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Use tools like Google Analytics and surveys to gather data. Understand what resonates with different age groups. Tailor your storytelling to their preferences. For older donors, highlight tradition and impact. For younger ones, emphasize innovation and social media engagement. Keep it authentic, compelling, and relevant to each group's values.

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2 Use the power of emotion

Emotion is a key driver of human behavior, especially when it comes to giving. People are more likely to donate when they feel empathy, compassion, anger, or joy. Therefore, your story should elicit an emotional response from your audience, and show them how their donation can make a difference. Use vivid language, sensory details, and personal anecdotes to bring your story to life. Show the problem, the solution, and the impact of your work. Make your audience feel something, and they will be more likely to act.

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3 Be authentic and transparent

Donors want to trust you and your organization, and they want to see where their money is going and how it is used. That's why you need to be authentic and transparent in your story. Don't exaggerate, embellish, or manipulate facts or figures. Don't use jargon, clichés, or vague statements. Don't make promises you can't keep. Instead, be honest, clear, and specific. Share your successes, challenges, and learnings. Provide evidence and testimonials to back up your claims. Show your passion, personality, and values. By being authentic and transparent, you can build credibility and rapport with your audience, and inspire them to support you.

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Nate Anderson

Piedmont Hills High School Physical Education Cutting Edge Fitness and Sports Gets Sports Focus
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Donors are looking for organized public servants with big hearts and a vision for sustained excellence. It’s important to showcase your strengths as a fundraiser and keep things simple. With the right vision and consistent drive to improve communication towards the community success is possible.

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4 Use storytelling techniques

Storytelling is an art and a science, and there are some techniques you can use to make your story more engaging and memorable. For example, you can use the classic story arc of exposition, rising action, climax, falling action, and resolution. You can also use the hero's journey framework, where you introduce a hero (your beneficiary or donor), a problem (the challenge they face), a mentor (your organization), a call to action (the opportunity to help), a journey (the obstacles and successes along the way), and a transformation (the outcome and impact). You can also use hooks, suspense, conflict, dialogue, humor, metaphors, and other literary devices to captivate your audience and keep them interested.

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Sharif M. Haji

Chief Executive Officer (CEO) at Tanzania Education and Development Trust (TEDT)
(已编辑)
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To be honest I love the hero's journey framework as introduced by Donald Miller, the framework touch all stakeholders in the story and their role. This make every one happy, involved and hence motivated. Remember Storytelling is both science and art, science means there are established frameworks to follow in order to develop compelling story, but it is art as you need to be creative in developing your story.

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5 Adapt your story to different channels

Different channels require different formats and styles of storytelling. For example, a blog post might be longer and more detailed than a social media post. A video might be more visual and emotional than a newsletter. A podcast might be more conversational and interactive than a brochure. Therefore, you need to adapt your story to different channels, and use the best practices and tools for each one. For example, you can use headlines, subheadings, bullet points, images, and links to make your blog post more readable and scannable. You can use sound, music, graphics, and captions to make your video more attractive and accessible. You can use questions, polls, stories, and hashtags to make your social media post more engaging and shareable. By adapting your story to different channels, you can reach more donors and increase your chances of conversion.

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6 Test and refine your story

Finally, you need to test and refine your story to make sure it works. You can use feedback, surveys, interviews, focus groups, and analytics to measure the effectiveness of your story. You can also use A/B testing, split testing, or multivariate testing to compare different versions of your story and see which one performs better. By testing and refining your story, you can learn what resonates with your audience, what motivates them to give, and what can be improved. You can also use the insights and data you gather to optimize your story and make it more compelling.

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Aravind S.

Product Visionary?| Investor | Proptech | 85,000+ YT | 2x Founder | AI SaaS
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To craft a compelling fundraising story, start by testing and refining your narrative. Use tools like A/B testing on social media ads to see which messages resonate best. Engage with potential donors across different age groups through surveys or focus groups to gather feedback. Incorporate storytelling elements that evoke emotion and highlight impact. Utilize platforms like Canva to create visually appealing graphics that complement your story. Iterate based on feedback and data to continuously improve your narrative's effectiveness.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Shawn Olds

I help teams work together w/ GenAI using BoodleBox GroupChats. ?Co-founder and co-Chief Executive Officer at boodleAI
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Generative AI can be extremely helpful with this. We have seen nonprofit fundraisers build their message and then ask GenAI to rewrite for a young professional in their 20s and then rewrite again for someone over the age of 60 who is retired. This allows you to quickly and easily convey a consistent message that will resonate with the appropriate audience. We also see major gift fundraisers using the roleplaying bots in GenAI to have it play the role of the potential major gift donor they are going to meet, to be better prepared for the questions that the donor is going to be most interested in. This could also be done when interviewing for a grant.

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Simon Walker

Crowdfunding's my thing; specialising in prize draws | Run The Prize Draw Company, where we help charities and social enterprises run epic prize draws.
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Maybe you don't need to reach people of all ages. It's probably smarter to figure out who your *best* audience is first and create a compelling narrative for them.

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How can you create a compelling fundraising story for donors of all ages?

1

2

3

4

5

6

7

1 Know your audience

2 Use the power of emotion

3 Be authentic and transparent

4 Use storytelling techniques

5 Adapt your story to different channels

6 Test and refine your story

7 Here’s what else to consider

Fundraising

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How can you create a compelling fundraising story for donors of all ages?

1

2

3

4

5

6

7

1 Know your audience

2 Use the power of emotion

3 Be authentic and transparent

4 Use storytelling techniques

5 Adapt your story to different channels

6 Test and refine your story

7 Here’s what else to consider

Fundraising

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