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Storytelling is at the core of the human experience. It’s what moves us to connect with others and act for them.
Because of this, your ability to tell a compelling story can, quite literally, make or break your campaign. You need to get people to be emotionally invested before you can get to be financially invested.
So whether you’re raising money for an advocacy, a personal cause, or even a business idea, you need to tell a good, moving story to get people to buy in.
But how do you tell a good story—especially in the context of fundraising? Below, we’ll go through the 10 most essential tips for crafting a moving story for your fundraiser.
As the famous saying goes, you need to start with why.
Before diving into the nitty-gritty details of things, you need to clarify the purpose of your campaign.
Why, exactly, should people care? Why should they give you their hard-earned money?
Everything about your story—and fundraiser as a whole—must revolve around your “why.” It’s your story’s backbone; without it, everything falls apart.
Additionally, the more specific it is, the better.
You can’t just say you’re raising money for charity.
Which underprivileged group are you helping? Where are they located? How, exactly, do you plan to help them?
For example, you can specify that you’re raising money to launch a dental mission for the poor in the downtrodden area of your city.
After you’ve clarified your why, you now need to determine how you’re going to tell the story.
At the center of this is knowing your audience. This will determine the best tone to employ with your storytelling, as well as which details to focus on.
You need to determine 3 main things about your audience:
● Demographics Age, location, gender, and income level.
● Values and Interests What matters most to them? What motivates them? What are they interested in?
● Preferred Communication Style Do they prefer concise social media posts, detailed blog articles, or heartfelt videos? Should you use a more casual or formal tone?
For example, let’s say that you’re raising funds to create a product—like a video game. You’ll need to cater not only to gamers but to the specific kind of gamers who will most likely be interested in buying and playing your game.
Online, people’s attention spans are incredibly short (for better or for worse). In fact, research by Microsoft reveals that our attention spans are now as short as 9 seconds.
So if you’re unable to get people invested within the first 9 or so seconds of reading, the rest of your story will be for naught.
Here are a few tips for creating irresistible hooks:
● A surprising fact or statistic "Every 60 seconds, 20 people lose their homes to natural disasters."
● A vivid description "Imagine waking up tomorrow with no roof over your head."
● A personal anecdote "When I was 10, my family lost everything in a house fire. That experience shaped my mission to help others in similar situations."
For people to give you their money, they need to trust you. And you cannot gain trust without authenticity and vulnerability.
Don’t hesitate to share your struggles and motivations, as this is what truly makes people emotionally invested.
For instance, if you’re raising money for a medical procedure, simply stating that fact will not likely move people. Instead, share your fears and struggles—how you’re concerned about being there for your children in the future.
If your fundraiser is about a community project, describe the various obstacles the people there face, as well as how your fundraiser can help them in concrete ways.
Even if you’re doing it to launch a product or business, you can still come across as authentic. Share how this has always been your dream and that you have a genuine desire to fulfill people’s needs and wants with your idea.
However, note that you need to balance vulnerability with hope. While making your challenges transparent is important, your story should ultimately still inspire optimism and action.
Another way to gain trust is by leveraging social proof.
If people see that post donors’ money is getting put to good use—and that said donors are happy about it—they will be more inclined to donate themselves.
Include things like:
● Testimonials from past donors or beneficiaries.
● Progress updates showing the amount raised so far.
● Endorsements from well-known individuals or organizations.
You can also boost trust by making all donations transparent. You can even go the extra mile by stating that you take cybersecurity seriously and that you use a secure VPN port number to handle online transactions.
Your stories need to focus on actual people. After all, who are you more inclined to care about?
“The education of underprivileged children” or “Sarah, age 10, who dreams of becoming a doctor one day”?
“Environmental protection” or “Bill, 43, a farmer whose produce has been ravaged by the recent drought”?
By putting a face on your beneficiaries (instead of just simply preaching about abstract concepts), you can get people to care far more deeply.
When we think of a “story,” what typically comes to mind is written text.
But the truth is (as the saying goes) that an image is worth a thousand words. They are inherently more eye-catching and striking than words alone.
Here are a few ideas for including visual aids in your story:
● Photos Show before-and-after images, portraits of beneficiaries, or snapshots of your team in action.
● Videos Create a short video that combines interviews, footage of the issue, and your call to action.
● Infographics: Use data visualizations or graphs to illustrate key points, such as how donations are allocated or the scale of the problem.
Using different forms of media—whether that be images, art, videos, or even music—allows you to not only hook people in more effectively but also appeal to people’s emotions more viscerally.
Every good story follows a clear structure: beginning, middle, and end. After all, a good story isn’t just about its content but also how it's structured.
In the beginning, Introduce the problem or challenge. Provide context and set the stage. Your hook must also be eye-catching enough for people to get immediately invested and continue reading the story.
In the middle, describe the current efforts being taken to address the issue. Highlight successes and even setbacks.
Lastly, in the end, share your vision for the future. Explain what you hope to accomplish and invite readers to be part of the solution.
Having a clear narrative arc creates a sense of momentum, which allows for a natural heightening of emotional investment as readers move through your story.
In the end, it’s important to have a clear and concise CTA, as you’ll need to specify what, exactly, you’re hoping your audience to do.
However, as said before, it’s critical to have a palpable sense of hope and optimism.
For example, take a look at these CTAs:
● "Donate $25 today to provide a week’s worth of meals for a family in need."
● "Share this campaign with three friends to help us spread awareness."
● "Sign up to volunteer and make a difference in our community."
But avoid trying to shame or guilt-trip your audience into donating! That is a great way to turn them off and leave your page.
However, the story of your campaign doesn’t end on your page. After people make a donation, it’s important to both show gratitude and keep donors updated. Ensure that you:
● Send personalized thank-you notes or emails.
● Publicly acknowledge donors on your website or social media.
● Share updates on how their contributions are making a difference.
By doing this, you forge and maintain a relationship with your donor beyond their one-time donation. And it might even lead to further support in the future!
Effective storytelling is a delicate art form that combines authenticity, emotion, and strategy.
After all, always remember that people don’t just give to causes or organizations—they give to people and stories that they heartfully believe in.
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