By Julie Livingston
How do you get donors or members excited about and motivated to support your organization above all others? Stories can change people’s perspective; they can inspire them to think and take action. They are what can adjoin your nonprofit or association’s community, sponsors/funders, beneficiaries, and employees and volunteers with your cause and vision.
It is no longer enough to send out a singular communication with your story. You need to include pieces of your story at every touch point with your audience. This includes through your appeal and membership outreach, website, social media messaging, bylined articles, newsletters, and of course, an annual report.
Stories differentiate us; they make us stand out and showcase our organization’s competitive advantage. Stories:
- Create a sense of purpose and culture that others can share. Purpose is what builds real passion, motivation and buy-in from stakeholders (why they should support you);
- Are how we best learn and visualize information;
- Simplify and clarify even the most complex data, such as research data and statistics;
- Are entertaining, can hook an audience with emotion and get people to take action;
- Are impactful; they help people remember what they’ve heard.
Following are five tips to help shape your organization’s story.
1. Practice your message and say it aloud. This puts you in the right frame of mind for telling a story. Some people find it helpful to roleplay telling their story with a child (who is from 7-10 years old). This will push you to simplify the message while getting real, honest feedback.
Start your communication with "I’m ‘writing this because" as a prompt to focus your message. Remember, too, that aural storytelling (television, radio, or speaking) is very different than visual storytelling (online, print, advertising). Adapt your message so your story doesn't come across as wooden or generic. You shouldn't have a one-size-fits-all approach to selling your association or nonprofit. In fact, telling multiple, related stories can have collective impact.
2. For most communication formats, there are always two protagonists: the beneficiary and the donor, sponsor or volunteer. The donor needs to be involved and cited in all of your storytelling. "Thanks to you, our association was able to implement a scholarship program." This message encourages donors/sponsors/volunteers do more to support what they care about (supporting a cause they connect to).
People don’t necessarily read from beginning to end anymore. Make sure your call to action is in your communication numerous times. It could take multiple times for the message to resonate.
3. Make sure your story has a solid beginning, middle, and ending. The beginning should hook your audience, while the end, should include a clear call to action—what you’d like your audience to do. The Moth (www.themoth.org), a NYC storytelling institution, has featured thousands of captivating stories. Moth producers suggest that each story performed on its stage have stakes such as: What is there to gain or lose? Why should the audience care?
4. Pronoun use establishes a greater sense of community. Use the pronoun "you" generously and first-person pronouns, such as "I", "we," or "us" more sparingly. Note that the pronoun "we" should refer to the community-at-large (the reader and the organization). Read it out loud to make sure it resonates on a personal level. For example, if your organization provides cochlear implants to the underserved, you could cite breaking research, case studies, and list pros and cons, but if you show a video of an individual receiving his cochlear implant and having it turned on, seeing his reaction to hearing a loved one’s voice for the first time, it will have a dramatic impact. This is powerful storytelling.
5. Leave your story unfinished. Structure communication (especially fundraising or membership appeals) so that the recipient must complete the story in some way. This puts the recipient in the driver’s seat, establishes a role he or she must play in affecting change.
Once donors/members/sponsors/volunteers are participants in your story, they are fully engaged. Think of how audiences of all ages enjoy choose-your-own-ending-type books.
Julie Livingston is President of LivingstonPR. She can be reached at julie@livingstonpr.com; 347-239-0249; or through her website at www.livingstonpr.com. Follow her on Twitter @julieliv_comm .