Last month we looked at the reasons people contribute. We also made the point of how nonprofits increase their ability to raise money by meeting people where they are. While that’s a phrase widely used in social work, the tactic works whether you are a nonprofit, a business working to generate revenue, or even a medical practice caring for patients. When you partner with people where they are, the desired results will follow.

Clearly, most nonprofits approach their communications with messages focusing on their mission, as well as the services they provide. While that’s a worthwhile scenario, there’s more to it than that. Trust me, after decades in business, 15 running my own with numerous clients, and forming two 501c3 organizations, I know how nonprofits work and what they do.

A key lesson I learned, early in my business development career, is that stories sell. That’s the same as saying stories help your nonprofit raise the funds needed to create and maintain programs that benefit your various audiences. Certainly, a successful approach needs to incorporate your mission, your numbers, and the ways you make a positive impact on your target communities. At the same time, if that’s the exclusive focus of your communications, you’re missing the mark.

The Application4Your Nonprofit

Last month we encouraged you to avoid the cookie-cutter approach to fundraising. Please be reminded, the following strategy works for all kinds of businesses. To achieve the greatest success, customize your messaging to fit the situation and integrate storytelling in all aspects of fundraising and sales.

Those stories will sell and, in the case of your nonprofit, that means you’ll increase your capacity to carry out the work of your organization. A compelling story impacts the decision process in a variety of ways. The listener can better connect their passion with your cause, it builds empathy, and it softens the ground for the ultimate ask. Too many fundraisers simply present the facts, ask for the money, and even when checks are written, wonder why a lot of money is left on the table.
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Embrace that story and tailor it for use in your messaging, in your formal ask, grant requests, on your website, and obviously throughout your social media. So you aren’t in the development world? As I’ve stated above, this same technique fits with whatever you’re doing in your professional life, as well.  

Stories motivate action.  Tell them.  Get better at telling them.  Then tell them again.

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