I’m convinced we’re made of stories
And if that sounds a little goofy, then I’m guilty. But I’m sticking to it.
The stories we tell ourselves about our lives and loves. The stories we hear from other people that shed light on who they are. And the stories that we read… whether in a great book, or a great piece of donor communications.
Storytelling is ancient. Hard-wired into us. You don’t read a baby a technical manual, right?
Stories shine light on our experience of the world. They let us understand each other. They bring us together.
That’s why stories are so important to fundraising
Fundraising communication bridges the gap between a need and someone’s generosity. While sometimes added facts and figures can help, (I do love a good map!) it’s the story that will slide into the reader’s heart as well as mind.
So how do you unearth the stories you need?
It would be wonderful if your organization kept a story bank. It’s a great idea… but it’s work, and it can lead to outdated stories. So it doesn’t happen as much as I’d wish. Instead, you may have to go on a story hunt.
You want to find those stories. Where do you turn?
- Program staff
- Beneficiaries
- Long-time donors
- Your organization’s founder
- Someone in the community who’s seen the mission at work
Often, someone who has benefited from your organization’s mission can give you the most moving story. That would always be my first choice. But there are times when it’s just not possible. So look into the others as well.
Can you share a sensitive story with grace?
Yes. There is absolutely a way to share stories that illustrate the problem your organization hopes to solve without degrading or traumatizing beneficiaries.
And while stories do a better job of explaining – in a moving way – why a gift is needed, you don’t need to harm anyone in gathering those stories.
Here are my rules:
- The story has to be freely given.
- The beneficiary always has control over their story.
- And the beneficiary can review the finished piece before it goes out into the world.
- You treat the person sharing a story the same way you’d anyone important: with empathy, respect, and care.
A freely offered story means that no one has pressured anyone to share. If it means passing on a fantastic story, you pass.
And if it means giving up a story you’d already collected because someone is no longer comfortable with it, you give it up. It’s not your story; it’s theirs.
I always assure the person I’m talking with that they can review and change the story after I’ve written it. And that they can stop the interview at any point and change their mind. Sometimes, I will stop if it seems as if it’s becoming too difficult for them.
When you interview someone, they’re vulnerable. They must feel they can trust you. So you must do everything you can to earn that trust. That begins with treating the person you’re talking to with all the empathy, care, and respect you can. You will not portray them in a negative light. You will not let them be seen as less than a person. And you will not judge them at all: their choices, their social standing… any of it.
And you will thank them for their important gift.
If we only change our mindset, there’s enough care and respect to go around. Toward your donors, and toward the people who share their story. Fundraisers are the connection between people who both need something. Don’t we all?
The interview – how to
Take it easy to begin. Chat a little. Ask about the weather. The key is to let the interviewee feel at ease.
Have some questions to begin with. There will be details you want to confirm. But you don’t have to stick to those questions if you hear something interesting.
Open-ended questions get interesting answers. Yes or no questions do not.
Listen. Even if you’re feeling nervous, steel yourself to be quiet and give the person you’re talking with room to respond. (This is often one of an introvert’s superpowers. And leads to a good story.)
Follow up interesting comments… even if you don’t think they’ll be part of the story. Sometimes, these are just the bits that make the story. And sometimes, they’re not. But they make it easier for you and your subject to relate. And that background may help you frame your story.
While you’ve probably heard that good stories have a beginning, a middle, and an end, you do not need to interview someone in that order. And I’ve found playing it loose – without an agenda – leads to more interesting details and a better story.
“And how did that make you feel?” can be magic.
Record the interview so you’re not splitting your attention. I use Fathom… it’s handy, and you’ll get the video recording, highlights, and a transcript.
But if you’re meeting in person (that still feels like a miracle after the past few years!) you can still use the recorder on your phone. And of course, you will let the person you’re talking with know you’re recording, and why. I offer to send them the recording if they like… but no one has ever taken me up on it.
After the interview
There is an instinct to start writing immediately. And that may work for some people. But it doesn’t for me. I’m a ponderer. So I need time to let the interview roll around in my head. (Another reason to have the recording!)
- Think about the most emotional moments.
- Think about interesting details. (“Her hands had always been so strong, so capable. But now, I have to do everything for her.”)
- Do map out the timeline – it may help you understand the story as a whole.
- But don’t wed yourself to a strict timeline. Some of the most interesting stories start in the middle. Or at the end. Or they jump around, and it’s only at the end that the reader sees the whole.
Write your story. Then walk away for a bit. Come back after the emotional resonance of the conversation has faded a bit. Is it still moving? Will it make sense to someone who wasn’t part of the interview?
Connect the story to the mission
Remember that the story you’re telling has a specific purpose. Your job is to share the story to illustrate a need, and then ask for help.
I find it helpful not to think of what I write as art. It’s more craft. You take that story and turn it into a powerful appeal or newsletter article. It has a job to do!
But in short: you need to ask. Often. It can be tricky to break the narrative for the ask. But keep at it. It is possible!
And connect the ask directly to the need. (Not to your fundraising goals, please!) And show how a gift can change something. For that person you spoke with, and for every other person the organization serves.
Photo by Jonas Jacobsson on Unsplash
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