When we were growing up, our parents told us stories and fairy tales that taught us how the world works. Stories act like software for the human mind: teaching us what is true, influencing our behavior. You can use stories as a tool to convince your supporters and as a result, raise more funds.
How to use storytelling in your nonprofit marketing to raise funds
Nonprofits can present tons of statistics that show their effectiveness to stakeholders. But numbers, important as there are, won’t always get through to people.
That’s not to say you shouldn’t bother with facts –but you should present them in the context of your story.
Presenting the tale of one specific incident where your nonprofit made a difference will catch the stakeholder’s attention, and it will be seen as indicative of hundreds of similar stories where you were equally competent.
To create a good story, consider who your audience is, and what matters to them. Build your story based on that, so they can empathize. Make sure you include and emphasize your organization’s values, so that they shine through.
Next, consider the media you are using. If you’re telling your story on the web, you can use a video. For an annual report, photography will do the trick. If it’s an oral presentation, tell it in a vivid fashion that allows people to visualize it.
Depending on the occasion, you may have to keep it short and sweet, so keep in mind how much time you have at your disposal.
Use social media to link stakeholders to your story.
Bottom line: success lies in the combination of persuasive data and a good story.
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