The Most Powerful Fundraising Story You Can Tell

What's the most powerful story you can tell in your fundraising - a story about your organization's success, or a story about a donor's impact?

Too often, nonprofits fall into the trap of positioning themselves as the heroes.

We talk about all the amazing work we're doing, the impact we're making, and the lives we're changing.

Guess what?

No one gives because they're passionate about your organization.

People give because they want to make a difference.

How do you tap into that desire and inspire people to give more generously?

It's a lot easier than you might think.

All you have to do is remind people that they have the power to be the hero of the story.

Instead of telling a story about how your nonprofit is fighting hunger in your community, can you tell a story about how the donor can provide nourishing meals to a struggling family?

Can you paint a picture of that family sitting around the dinner table, enjoying a warm, healthy meal because of the donor's compassion and generosity?

See the difference?

When you elevate the donor above your nonprofit in the story, you give them an emotional stake in the outcome.

They're no longer just passively reading about the good work your organization is doing - they're an active participant in creating change.

The best part?

When you invite someone to step into the role of hero by making a gift, you're not just boosting fundraising results (though that can happen).

You're also giving an incredible gift to the donor.

You're offering them an opportunity to be part of something bigger than themselves.

How can you start weaving this donor-as-hero narrative into your fundraising stories?

Here are a few tips:

1. Use "you" language: Instead of talking about what your organization is doing, talk about what the donor can do. "You can provide a warm bed and a safe haven for a child in need." "You can give a struggling student the tools they need to succeed in school."

2. Paint a vivid picture: Use concrete details and sensory language to help donors visualize the impact of their giving. Describe the smile on a child's face as they open their first book, or the relief in a mother's eyes as she receives life-saving medical treatment.

3. Highlight the transformation: Show people how their gift can create a powerful transformation in someone's life. Contrast the "before" and "after" of the story to illustrate the tangible change they can help create.

4. Make it personal: Whenever possible, tell stories of real people or families whose lives have been changed by your work. This helps a donor connect emotionally with the impact of their gift.

Are you guilty of positioning your nonprofit as the hero?

Here are a few common examples:

Thanks to our innovative programs, we've helped thousands of families escape poverty.

Our dedicated staff works tirelessly to protect endangered species and preserve critical habitats.

With our state-of-the-art facility, we're providing life-saving medical treatments to children in need.

See the pattern?

These statements focus on the organization's actions and achievements.

They're not necessarily wrong, untrue, or even bad things to say, but they don't leave much room for the donor in the story.

Now, let's reframe these same statements to make the donor the hero:

You've helped thousands of families build a brighter future and break the cycle of poverty.

You're protecting endangered species and preserving the beautiful habitats that sustain life on our planet.

You're helping provide life-saving medical treatments to children who desperately need them, giving them a second chance at a healthy, happy life.

Feel the difference?

By changing just a few words, we've shifted the focus from us the organization to the donor.

We've made it clear that they are the ones making these incredible outcomes possible through their generosity.

This is NOT about stroking a donor's ego or making them feel good.

It's about giving them a sense of ownership and investment in the cause.

When you give donors a key role in the story, they're more likely to stay engaged and committed for the long haul. They're more likely to give generously, to share your mission with their networks, and to feel a deep sense of pride and satisfaction in the impact they're making.

As you're crafting your fundraising stories, take a careful look at your language.

Are you positioning your organization as the hero, or are you inviting donors to step into that role?

Remember, donors are the ones who make your work possible.

They are changing lives. They are saving species. They are creating a better world through their giving.

Do your stories reflect that truth?

Here's a quick litmus test: read through your last appeal or newsletter and count how many times you use words like "we," "our," and "us" compared to "you" and "your."

If the org-centric language outweighs the donor-centric language, it may be time to rethink your approach.

Making this shift in your storytelling isn't always easy, especially if you're used to talking about your organization's achievements.

But trust me, it's worth it.

When you start putting donors at the center of your stories, you'll be surprised how much engagement, commitment, and passionate support you'll unlock.

Your mission (and your fundraising) will be stronger for it.

Keep up the good work friends!

-Michael