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What are the best practices for using storytelling to highlight the impact of donations on community health?

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Storytelling is a powerful tool for fundraising, especially when you want to show the impact of donations on community health. By sharing compelling stories of how your organization or cause has improved the lives of people, you can inspire donors to give more and stay engaged. But how do you craft effective stories that resonate with different donor segments and motivate them to take action? Here are some best practices to follow.

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1 Know your audience

Before you start writing or telling a story, you need to understand who you are talking to and what they care about. Different donor segments may have different motivations, preferences, and expectations for giving. For example, millennials may be more interested in social justice and environmental issues, while baby boomers may be more concerned about legacy and impact. You can use surveys, interviews, or data analysis to learn more about your donor segments and tailor your stories accordingly.

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Sean Littman
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Effective fundraising is all about storytelling. A successful nonprofit is filled with stories. Knowing how to show, not tell your audience and community what you are doing is key to success with fundraiseing

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2 Choose a relatable protagonist

A good story needs a main character that your audience can relate to and empathize with. Ideally, this should be someone who has benefited from your organization or cause, or someone who represents the problem you are trying to solve. For example, if you are raising funds for a community health clinic, you could share the story of a patient who received life-saving care or a volunteer who witnessed the challenges and opportunities in the field. By giving your protagonist a name, a background, and a personality, you can make your story more human and engaging.

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Denise Berkhalter, APR

National Director of Communications at NFTE-writer-editor-nonprofit and education public relations-marketer-graphic designer-notary public
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Don’t forget, when appropriate, to weave into the story the right antagonist, as well. Going up against the big, bad, and powerful (or the common enemy) gives an audience yet another aspect to relate with in your story. This should be done thoughtfully with professional guidance, but it most certainly works. Plenty of examples in environmental, health, social justice and advocacy campaigns.

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3 Highlight the transformation

The most impactful stories are those that show how your organization or cause has made a positive difference in the lives of people or communities. To do this, you need to contrast the situation before and after the donation, and show how the donation contributed to the change. For example, you could show how a donation helped provide clean water, vaccines, or education to a community, and how that improved their health, well-being, and opportunities. By highlighting the transformation, you can demonstrate the value and impact of your work.

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4 Use emotions and sensory details

One of the best ways to connect with your audience and make your story memorable is to use emotions and sensory details. Emotions are the drivers of human behavior, and they can influence how people perceive and respond to your message. Sensory details are the words and phrases that appeal to the five senses and create vivid images in the mind. By using emotions and sensory details, you can make your story more realistic, immersive, and persuasive.

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5 Include a clear call to action

The ultimate goal of storytelling is to inspire your audience to take action and support your organization or cause. Therefore, you need to include a clear call to action at the end of your story, and make it easy for them to follow. For example, you could ask them to donate, volunteer, sign a petition, or share your story with others. You could also provide a link, a phone number, or a QR code to facilitate the process. By including a clear call to action, you can increase the chances of converting your audience into donors or advocates.

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Sean Littman
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When we create email drip campaigns, our team likes to use the call to action of partner with us over donate now. We have found that it brings more money and better commitment to monthly giving.

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6 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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What are the best practices for using storytelling to highlight the impact of donations on community health?

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1 Know your audience

2 Choose a relatable protagonist

3 Highlight the transformation

4 Use emotions and sensory details

5 Include a clear call to action

6 Here’s what else to consider

Fundraising

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What are the best practices for using storytelling to highlight the impact of donations on community health?

1

2

3

4

5

6

1 Know your audience

2 Choose a relatable protagonist

3 Highlight the transformation

4 Use emotions and sensory details

5 Include a clear call to action

6 Here’s what else to consider

Fundraising

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