The term "storytelling" is frequently used in nonprofit marketing since we see its effects in everyday examples like entertainment and advertising. Stories are unquestionably powerful tools.
Stories can help create an emotional connection to your cause whenever you ask for donations. The impact of their gift is then demonstrated through a compelling narrative that goes beyond simple data and facts.
Still, storytelling is simpler to discuss than it is to actually do. Here are five suggestions for using stories in your next appeal or fundraising campaign to get your nonprofit organization off to a good start.
1. Concentrate on a Person
Every compelling nonprofit narrative centers on a genuine person or group—someone or something who offers your target audience a lens through which to see the story. The capacity to relate to a relatable character makes stories relevant. Even though their experience is different from ours, empathy helps us comprehend them more fully.
Additionally, your persona need not be someone your organization supports. Telling the story from the perspective of an employee, donor, volunteer, board member, or community partner has an equal impact. All that is required of these individuals is that they serve as a proxy for your intended audience and include them in the story.
2. Create tension before resolving it
Every story that your company tells must contain conflict. Conflict may make some people uneasy, yet it gives a story direction and significance. These problems, big or small, move your story along since, without tension, there would be nothing to tell.
Consider a problem the protagonist of your novel faces. Maybe they became aware of a social issue they want to address, or maybe they want to feel like their life and their resources have some sort of meaning. Both situations involved a conflict that compelled them to take action.
3. Use a Clearly Stated Call to Action
Every good story has a distinct and engaging call to action that serves as the link between the narrative and your intended audience. The advantage of operating as a nonprofit is the extensive range of options available to you, including:
DonationGoing to a fundraising eventVolunteering their timeTaking up sponsorshipMaking a recurring donation
This is so important that you strive to limit your fundraising effort to just one activity, despite the temptation to cram in a few more. You may help your audience to not being confused just by limiting each story to just one possible course of action. The more action alternatives you provide, the less probable it is that anyone will choose to take any of them.
4. Create Transformation
stories have power because they have the ability to show a character's journey from beginning to end. This demonstrates how dynamic stories may motivate your target audience to change. Everybody wants to change for the better, and stories demonstrate how this change is achievable.
Take into account how your nonprofit benefits individuals, including those you serve as well as funders, volunteers, and community partners. How do they benefit from their affiliation with your cause? Your audience will also wonder that, so use a tale to give them situations they can identify with and motivate them to take action.
5. Use powerful & appealing visuals
The narrative capabilities of your nonprofit can be boosted by compelling visual components like pictures and videos. Your viewers can better visualize the character, their problem, and the action they took thanks to these graphics. In other words, a strong image might start telling a tale on its own.
But getting these images wasn't just a coincidence. Careful thought and execution are required when compiling and editing storytelling assets. But with the proper training and tools, your team can document the tale as it unfolds by taking pertinent pictures and making films.
Are You ready to Include Stories in Your Next Campaign?
Including intentional storytelling in your nonprofit's marketing initiatives is a great strategy. Any story may be made more powerful by concentrating on a character and their issue, adding appealing images and explicit call to action, and displaying transformation.
Don't stop there, though. Every day, countless other nonprofit fundraising success stories are shared. Learn from how these organizations use storytelling to advance their nonprofit objectives. After all, learning from other tales improves our ability to capture effective storytelling within our NGOs.