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1 ...that motivate donors to give How to tell stories
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How to Tell Stories that Motivate Donors to Give

Jul 06, 2015

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Jeff Brooks

Everyone knows that if you want people to support your cause you must tell stories. But if you really want to succeed, you have to tell the RIGHT STORY -- the story that pulls donors in, makes them hunger to donate to you. Here's how to tell that story.
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Page 1: How to Tell Stories that Motivate Donors to Give

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...that motivate donors to give

How to

tell stories

Page 2: How to Tell Stories that Motivate Donors to Give

If people in your

organization are saying

this, your fundraising

will fail...

2

Page 3: How to Tell Stories that Motivate Donors to Give

If people in your

organization are saying

this, your fundraising

will fail...

We’ve got to

tell our story!

3

Page 4: How to Tell Stories that Motivate Donors to Give

Your story is

the wrong

story

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Page 5: How to Tell Stories that Motivate Donors to Give

The real story is

the donor’s story

5

Show me how I can

change the world through

your organization!

Page 6: How to Tell Stories that Motivate Donors to Give

The real story is

the donor’s story

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Not how awesome

you are!

Page 7: How to Tell Stories that Motivate Donors to Give

Donors give for a lot of

reasons that have

nothing to do with how

awesome you are.

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Page 8: How to Tell Stories that Motivate Donors to Give

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Page 9: How to Tell Stories that Motivate Donors to Give

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Page 10: How to Tell Stories that Motivate Donors to Give

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Page 11: How to Tell Stories that Motivate Donors to Give

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Page 12: How to Tell Stories that Motivate Donors to Give

... that’s why bragging

is irrelevant in

fundraising.

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Page 13: How to Tell Stories that Motivate Donors to Give

... that’s why bragging

is irrelevant in

fundraising.

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Your job is to connect

their values and money

with your cause.

Page 14: How to Tell Stories that Motivate Donors to Give

... by making it

clear they are

the hero in the

fundraising

situation.

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Page 15: How to Tell Stories that Motivate Donors to Give

3 ways to tell a

story in fundraising

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(one right, one wrong, one half-right)

Page 16: How to Tell Stories that Motivate Donors to Give

Organization as hero

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Page 17: How to Tell Stories that Motivate Donors to Give

Organization as hero

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Heavy on facts & numbers Light on “you” Jargon Boring bullets

Page 18: How to Tell Stories that Motivate Donors to Give

Organization as hero

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Heavy on facts & numbers Light on “you” Jargon Boring bullets

Page 19: How to Tell Stories that Motivate Donors to Give

Donor as hero

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Page 20: How to Tell Stories that Motivate Donors to Give

Donor as hero

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Colloquial Lots of “you”Reveals “why I’m writing” Leads to CTA

Page 21: How to Tell Stories that Motivate Donors to Give

Beneficiary as hero

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Page 22: How to Tell Stories that Motivate Donors to Give

Beneficiary as hero

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Tends to be over-written Light on “you” Questionable relevance

Page 23: How to Tell Stories that Motivate Donors to Give

Beneficiary as hero

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Tends to be over-written Light on “you” Questionable relevance

Page 24: How to Tell Stories that Motivate Donors to Give

5 hints for

donor-focused

fundraising

stories

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Page 25: How to Tell Stories that Motivate Donors to Give

Say “you” a lot

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#1

Page 26: How to Tell Stories that Motivate Donors to Give

Say “you” a lot

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#1

“I’m writing to you because...”

“You can help.”

“The difference you can make will amaze you.”

“Your donation will go to work immediately.”

Page 27: How to Tell Stories that Motivate Donors to Give

Put the donor in the story

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#2

Page 28: How to Tell Stories that Motivate Donors to Give

Put the donor in the story

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#2

“I wish you could see it.”

“You’d understand right away.”

“I’m so thankful to have friends like you.”

Page 29: How to Tell Stories that Motivate Donors to Give

Write like your Aunt Ruth

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#3

Page 30: How to Tell Stories that Motivate Donors to Give

Write like your Aunt Ruth

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#3

(Not like the incredible Hemingway that you are.)

Page 31: How to Tell Stories that Motivate Donors to Give

Keep your heart on

your sleeve

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#4

Page 32: How to Tell Stories that Motivate Donors to Give

Keep your heart on

your sleeve

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#4

“It broke my heart.”

“I’ve never seen anything so inspiring.”

“I thank God for people like you.”

Page 33: How to Tell Stories that Motivate Donors to Give

Avoid statistics

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#5

Page 34: How to Tell Stories that Motivate Donors to Give

Avoid statistics

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#5

(Facts and numbers undermine even the best stories.)

Page 35: How to Tell Stories that Motivate Donors to Give

Be Yoda.(Your donor is Luke Skywalker.)

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Page 36: How to Tell Stories that Motivate Donors to Give

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Page 37: How to Tell Stories that Motivate Donors to Give

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There is no try!

Only donate!

Page 38: How to Tell Stories that Motivate Donors to Give

Interested? Let’s talk:Jeff Brooks, Creative Director, TrueSense Marketing

Email: [email protected]

Blog: futurefundraisingnow.com

Twitter: @jeffbrooks

LinkedIn

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