How to raise more money? Less sell and more tell

Facts fail where stories sail.

When I see what comes into my inbox or mailbox from nonprofits, the ones I shake my head at usually have something in common. They ask for a gift based on a list of statistics and accomplishments.

And I understand the urge. You’re proud of the work you do. You’re sure that if everyone understood it the way you do, they’d want to help.

But here’s the problem: our brains are not wired that way.

Since the beginning of humanity, we’ve been wired for stories. It’s how we’ve shared news, warnings, the need for help, and celebrations since we sat around fires. That hasn’t changed.

And that’s why you should think: less sell, more tell.

Here’s an overview of why you should think in stories when fundraising.

Stories are a treat

Oxytocin is a neurotransmitter and hormone. It’s been called the “love hormone.” It helps us bond with loved ones. It can also make us feel more helpful. And it enhances our sense of empathy. A good story can trigger oxytocin.

Stories feel like a treat, not a chore. So, we’re happy to let them in. But absorbing information is work. Often necessary work, of course. Just remember that donors are never obligated to pay attention to what they see from your organization.

So why do we spend time crafting arguments?

I guess that using a rational approach is how so many of us have been trained. Writing papers in school meant you had to show your facts to make a point. You had to make your case.

You need to make a case in fundraising, too. That’s why we call them case statements. But if we only use facts – solid, unemotional facts – we’re cheating our organizations and our donors.

Creating an argument for giving can feel safer. You don’t have to venture into messy feelings, either. Keep in mind, though, that you understand the why of your organization’s work. Donors are under no obligation to do so…

Unless you show them in a way that feels important.

An appeal is not a brochure

Your donors don’t expect you to throw in every good argument for your mission. You do need to show a need and how a gift can help. Show a situation, with all its human feelings. Then offer ways someone could change it, with a gift.

Simplicity can be your friend. Start with an understandable problem communicated in an easy-to-digest way. Then show the solution and how a donation can move the needle. You don’t have to provide fact after fact to show you’re the best way to solve the problem. (That “yay us!” tactic isn’t very persuasive anyway.) So keep it simple and human. A real person. A real problem. A way to fix the problem that’s within the donor’s grasp.

Want to raise more? Less sell and more tell.