Donors: How to Use their Story
What makes your donor stories more engaging? So, engaging, that your donors would respond to it. The key to positive donor response comes from good donor stories. So how do you make sure that your donors respond positively. Essentially, what makes a donor story good? You have read loads of donor stories on websites, in newsletters and in fundraising appeals. And you will have noticed that some grab you immediately–and some of them you do not even finish. So, what makes some memorable and other not?
Here are some tips that distinguishes a good donor story from a bad one.
If your story is too long it will become boring
Your donors may love to read what you send them, but even when you love a good novel, you lose interest if the author drags the story out too long. Same with your donor stories! If the stories are too long, people drop off. And here is the worst part: when the story goes on and on and never even mentions the impact or end result of the donor’s gift/action! That is the part of the story that inspires people. When you leave that part out, there is no reason to respond! So, before you publish a donor story, make sure it includes a positive and inspiring outcome/result! A good tip here is to then test the story on your friend with a short attention span. If you ask them to read it and they skim to the end, you know the story is too long.
You must communicate your cause
Always remember to mention the larger cause or mission! Typically, donor stories include something about how great your organization is, but donors do not give a gift because the organization is great. The real reason they make a gift is because they care about your mission. It is educating the next generation of students, protecting the environment, feeding the hungry, housing the homeless, or helping patients with cancer. That is the story: the people you help.
What you can do about it: Simply include the “why” right up top. “Every time Gloria hears about a student who cannot afford college, she remembers how she struggled to pay for college and how it felt when she was awarded a scholarship. She still remembers opening the letter and crying with relief, knowing she would be able to continue.” This is why she gives. She remembers the relief. She wants to pass that to more students. And it is what will make other donors raise their hands, too.
Are you telling a story?
Your potential donors want to be a part of something amazing. It is just human nature to want to be on the winning team, to want to make a difference in someone’s life, to want to do something that matters. The point of donor stories is to show someone (through a story) how a single individual can make an impact. What you can do about it: Find the best donor stories by listening for moments. You want to capture the moment the donor realized someone’s else’s gift impacted them, so they are making a gift to repeat the impact.
For example, a couple leaves a planned gift to their child’s private school because they realized their child’s academic experience is a result of forward-thinking philanthropists from earlier years. Now they want to continue to continue that opportunity for future generations.
Do not talk about the donor too much
Your readers do not need to hear every detail about your donor: her role on the board, her PhD, her volunteer work etc. They want to know what inspired your donor to make a gift. Remember, a powerful donor story tells the why, not the who.
“Every time Stuart hears about a student who can’t afford college, this retired nurse and Army veteran remembers how she struggled to pay for college.”
This point is important, not only to keep donors interested, but also to attract more donors for these stories! Many donors want to remain anonymous because they do not want to look like a hero for something that is often very personal. For example: Maryann was a bit hesitant about sharing her donor story because she said she is “not a showy person.” So, we showed Maryann examples of other donor stories. Once she read them, she understood. “Ok, I’ll do it,” she said, “I see that the stories are about why we help.”
The overall point to understand is that good donor stories are not “about” your donor. They are about why your donor cared enough to support your cause and donate.
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