Telling people the mission of your charity is no longer good enough. It has become increasingly obvious in the last few months of blog reading and webinar listening that digital fundraising in 2019 will be all about telling stories about your organisation and stories about the people you support.
Whether we like it or not social media has changed the way we communicate with one another. Social media use is growing; 68% of adults use Facebook; 73% use YouTube and 82% of Baby Boomers use social media sites. When we hear a story, we relate it to our own experiences and how we feel about it. Your story should inspire your supporters to take action and share with their own personal social networks.
Story telling is the perfect way to communicate in personal terms your charity’s mission, impact and to engage with your donors and supporters. Use your website, emails and your social networks (Facebook, Twitter, Instagram, YouTube ….) to inform the world about what you do and how you are helping your community. The benefits of telling the right story will be bigger donations, increased media coverage for your cause and better connections with your current and new supporters.
A good story turns people from passive to active. Making readers understand and empathise with the subjects of your story, is 100% more effective than explaining what you do in a dry academic report. Great stories resonate with an audience. Decide who your story is appealing to and craft it accordingly. Your story will take shape when you have identified: your most active supporters; what they like; what motivates them; what makes them happy/sad and what’s important to them.
Why not put together a series of stories on the same subject from different perspectives to appeal to different donor age groups and motivations.
Everyone in your organisation should be collecting stories: beneficiary stories; organisation stories; supporter stories; volunteer stories; event stories; donor stories; community stories – the list is endless. They should also be collecting images and making videos! If you want to showcase your organisation and the amazing things you do – what better way to do it than to engage those who do the work every day as well as the people in your community who benefit.
Finally, remember that donors fund people – not organisations – so make your stories about people!