Stories Are Where “IT” Is At
If we agree “IT” is long-term, engaged, and committed donors.
People who give want to hear about who they are helping and how they are making a difference in the world and people’s lives. Stories of the journeys of the people you serve (or the living beings you serve!) are a way to keep donors engaged over time.
We have to communicate with our donors regularly to continue and strengthen our relationships with them. Grant writing, appeal letters, e-newsletters – all the communication we have with our donors – should include stories that bring color and life to the asks you make.
What kind of stories work? Depends on the work you do.
- Social service agencies can use intimate stories that demonstrate the before and after of what they do – a person or family came to the organization in need, it delivered a service in the effective way that it does, and the person’s life improved.
- Organizations that raise awareness or lead movements can show the change in mindset or behavior that occurred after their work. They can share stories of people who participated in their programming, and as a result, altered their world view or changed their behavior toward others.
- Cultural or community organizations can capture the impact of their organizations on enriching the community and families’ lives. Zoos, aquariums, theaters, and museums deepen our experiences as human beings. Capturing and sharing the feelings people have for these institutions can go a long way in demonstrating their critical presence.
So, before you begin writing your next grant proposal or quarterly e-newsletter, schedule some time to talk to the people you serve. Ask them to share their stories. Ask them how your organization helped make life a little better. The stories will be inspiring to your donors, and – here’s a little bonus – to you as well.
