WHAT’S YOUR MESSAGE?

Much has been written and spoken around the importance of stories in fundraising. Author Christina Baldwin teaches us the power of stories with her simple phrase: “Words are how we think. Stories are how we link.” Most fundraisers spend their time gathering and telling stories of others—donors, people who benefit from their work, and people who do great work to forward the mission. Little time is spent on crafting their own story. Our personal story is equally as important as the stories of others. When we can deliver our personal story and message in a clear, compelling way, it will motivate others to join us.

For the longest time, I did not think I had a story or a message that was all that compelling. I thought I had to have a rags-to-riches story or a story that spoke of going to hell and back to be of any interest to others. For years, I sat in the audiences watching other people stand and tell their stories, wishing I had one to tell. Finally, after much research, I learned I do have my own story. We all do. It’s what makes us unique. Everyone else’s stories aren’t better; they are just different.

If you are not sure what your unique message or story is, here are some concepts I have learned over the years that might help you.

What’s Your Why?

Why do you do what you do? Why are you so committed to the cause? How can you inspire others to join you?

Author and speaker Simon Sinek did a TED Talk called “Start with Why. ”You can find the talk along with a five-minute edited version on YouTube.[10]  If you have not seen it, check it out. It has had a dramatic impact on me; I share it with all my clients and audiences. Sinek’s basic premise is that most people focus on what they do and how they do it. Very few talk about why they do what they do. This goes for fundraisers, salespeople, marketers, politicians, and more. Sinek urges us to get very clear on our why, and to always lead with that. Why do you do what you do, and why should anyone care? Here is a practical example for sharing your why:

You are at a networking meeting. Everyone around the table takes turns introducing themselves. Most will talk about what they do. “I am an attorney” or “I am the director of alumni. ” What you won’t likely hear is people saying why they do what they do. You will stand out by starting with your why.

When it’s your turn, you can sound like everyone else by saying, “I am a major gifts officer for Third World Missions.” Or you can inspire those in the room by starting with your why. “There are so many children in third-world countries who, from birth, are destined to live a life in poverty. Yes, there are many children who live in poverty in this country, but most have resources, like government assistance, available to them. Kids in these other countries have nothing. Most people see their plight and brush it off by saying that’s a shame, then get on with their lives. We at Third World Missions dedicate our lives to giving these kids the education and tools they need to live healthy, productive lives.”

The why is your story. It’s personal. It’s why you get out of bed in the morning. It’s why you make the sacrifices you do. It’s why you gave up that job that paid twice as much as what you make now to do the life-changing work you do. Figure out your why, memorize it, live it, and share it with your donors.

Ideas for Crafting Simple, Compelling Messages

There are simple ways to structure your message so that it’s concise, compelling, and memorable. They work for marketing materials (postcards, brochures, case statements), sixty-second presentations, or eighteen-minute talks.

CAR method. In my book Simplify, A Simple Approach to Building a Sustainable Planned Giving Program, I talk about my experiences helping my church start a planned giving program. A few weeks after we officially launched the program, I was walking into church when the pastor asked me to get up and give a quick ninety-second commercial for our new legacy society. I had less than fifteen minutes to prepare. What could I say that was concise, compelling, and would inspire people to take action? Fortunately, I learned the CAR method of crafting a story or message. CAR stands for

C–Context

A–Action

R–Result.

Allow me to explain.

Context—An introduction of what the story or message is about. It gives people the background, the people involved, and in the context of fundraising, introduces a problem or opportunity.

Action—What happened or needs to happen in the story or message.

Result—The outcome, the moral of the story, the takeaway. The result needs to inspire your donor to want to do more, to take action.

So, my ninety-second message went something like this:

Context—Thanks to your generous support, the church is thriving. The impact we are having on our families and the less fortunate in our community has never been stronger. While we are financially sound, we do need to be prepared for the future. Most churches that thrive and sustain have a strong endowment. Ours has room for lots of growth.

Action—To help build our endowment, we have launched the Living Water Legacy Society. Our goal is to add twenty-five charter members to our legacy society this year. Please join my wife and me as founding members of the Living Water Society. My contact information is in this brochure and the church directory.

Result—The Living Water society will help us grow our endowment so that the great work we are doing will continue for your children, their children, and generations to come.

Here is another example of a story using the CAR method:

Context—Let me tell you about this incredible student I met. Manny is an imposing guy who at first glance comes across as someone you do not want to make mad. After hearing Manny speak for just a few seconds, you realize that he has a heart of gold and you cannot help but be inspired by his story. Manny grew up on the streets; he was a tough kid and got in a lot of trouble. Manny ended up in prison. It was there that he turned his life around and decided to get on the right path. After his release, he found it hard adjusting to his newfound freedom. He struggled to maintain a job and wound up homeless. He began to think about going back to school, something he had always wanted to do.

Action—Manny enrolled in the local community college, and with the help of financial aid, was well on his way. Unfortunately, Manny struggled with his grades and failed his first semester. He had to maintain a minimum grade level to keep his financial aid. Manny found a friend in Ann, who worked as a student advisor. Ann believed in Manny and agreed to tutor him to help him get back on track.

Result—Manny turned his grades around, stayed on financial aid, and graduated from the community college. He now lives in his own apartment and has a great job at the local hospital. In his spare time, Manny works with young adults who struggle as he did. It’s through the generosity of loyal donors that people like Manny have life-changing experiences and go on to live extraordinary lives.

Now don’t you want to just take out your wallet and support people like Manny?

Nine-word story. This is a fun exercise to do with a group. You need to reduce your story (your why) into three lines consisting of three words per line. Here is one I made up for an organization near and dear to my heart, The Make-A-Wish Foundation.

Kids need hope. We grant wishes. Dreams come true. What, so what, now what? This is one of my new favorites. The answers to these three simple questions make a great case, message, and call to action.

What?—What is the challenge?

So what?—This is our why. Why we do what we do.

Now what?—What needs to be done, and how can people help?

Here is an example:

What—Opiate addiction is an epidemic spiraling out of control. Families are being torn apart, and people are dying at an alarming rate.

So what? (Why?)—These families need counseling, support, and the tools to get straight and live happy, fulfilling lives.

Now what?—Please consider a gift to help us build a state-of-the-art treatment center this year.

Learn story telling from the best. Check out www.themoth.org  and www.ted.com.

10. https://www.youtube.com/watch?v=IPYeCltXpxw

I help nonprofits of all sizes build sustainable major and planned giving programs.

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