Connect With Donors Through Stories
Your nonprofit’s story is what sets you apart. Sharing your authentic story helps you connect with others who share your passion for solving the same challenges. It’s not about competing for donations—it’s about sharing stories that inspire people to rally behind your mission and support your solutions.
Clear, compelling messages convey confidence in your organization’s expertise and proven ability to solve challenges. This is what creates trust. And trust is what donors need to feel confident their support is having an impact and making a difference.
Tellwell has worked with dozens of nonprofits and mission-driven organizations to tell hundreds of stories over the years. When it comes to explaining your impact, stories win out over numbers. We know that stories connect donors to your mission while complicated data might leave them confused.
Great stories have a flow and using a framework helps our clients nail the message every time. The Hero’s Journey is a favorite of ours—and part of the Business Made Simple collection. Read on to learn more about how it can help you focus your organization’s message.
Donors Are the Heroes
Stories all have something in common: they have a hero that we want to succeed. Somewhere in the story arc, usually the middle, the hero encounters a problem they must overcome.
As someone working at the nonprofit, you have already identified a challenge that exists, and you are actively working to solve it. Now what you need is to invite your donors and supporters to be part of the story, and this is where you make them the hero.
At Tellwell, when we help a nonprofit craft their story, we need these three elements:
- A clear problem or challenge that exists in the community
- The organization (that’s you!) working to solve the challenge
- Supporters who come alongside the organization to help solve the challenge—the heroes of the story!
Sharing your organization’s authentic story in a way that will connect with your audiences is the key to engaging your supporters and gaining new ones.
Business Made Simple Example: Ronald McDonald House Charities
So, what does this look like in action? We’ve worked with Ronald McDonald House Charities (RMHC) of the Red River Valley for many years and the stories they share are powerful, helping them connect with supporters across communities.
Let’s break down the Ronald McDonald House Charities “Hero’s Journey:”
The Problem
There are many families with children who receive a serious medical diagnosis and need treatment far from home. The cost of care plus the cost of being away from home is not only financial, it’s also emotional. Many families cannot bear these costs without support.
The Problem Solvers
RMHC provides a “home away from home” for families whose children are receiving medical care. Not only are they offered a place to stay that has the comforts of home, like home cooked meals and groceries, available to them. They also receive support from the RMHC staff and other families staying at the house. The best part is that families who stay aren’t required to pay per night, like they would if staying in a hotel.
Who Are the Heroes?
RMHC’s supporters, donors, and volunteers! Without the support of these heroes, RMHC couldn’t do the important work of supporting families and keeping families close. While RMHC has the expertise and ability to provide this care, it’s the donors, volunteers, and supporters who help make it possible.
Putting it all together: When a family faces the challenge of a serious medical diagnosis that requires treatment far from home, RMHC is there. They provide a home away from home to these families, allowing them space to stay together and offering emotional support during a difficult time. And, it’s because of supporters, donors, and volunteers that this care is possible at no cost to families so that they can focus on the most important thing: helping their child get medical care.
Now, isn’t that a story you’d want to be part of?
Sharing Your Story With the World
A compelling, heartfelt story is just half of your messaging. The next step is to give your supporters a plan that calls them to action and invites them to be part of the story. Afterall, you need their support to keep doing the good work you do.
Impactful Stories for Ongoing Donor Engagement
You don’t want to simply be known as an organization that comes calling when you’re looking for another donation. Instead, you want to be sharing stories along the way that demonstrate how you’re solving community challenges everyday, thanks to the support of your donors. To keep donors engaged throughout the year, sharing the authentic stories of people you serve reminds them that they love your mission. We help nonprofits be strategic with their engagement and storytelling so that donors, volunteers, and supporters see their investment making an impact.
Positioning the donor as the hero, crafting clear and consistent messaging, and creating a strategic plan are all part of the Hero’s Journey Framework. Though it is simple and repeatable, using the Hero’s Journey effectively takes time and focus. We’ve honed our expertise to listen well and ask the probing questions that will uncover your compelling story. Then, of course, we take what we learn and craft your organization’s authentic, story-centered message to connect with supporters.
At Tellwell, we partner with many non-profits and mission-driven organizations because we believe your stories deserve to be told and that they’re the best way to connect with your supporters all year long.
