How to Use Storytelling to Engage Donors for Nonprofits and Organizations
Picture this: you have one thousand dollars you’re allowed to give to only one person, but you have two choices vying for your attention.
Person 1 says, “I won’t waste this money you’re giving me. I’ll put your $1000 in a bond that guarantees a 7% annual return for the next 20 years. By the end of it, I’ll have over four times the original investment, so you can trust that I’ll be smart with my money and spend it wisely.”
Person 2 says, “I’m going to invest your $1000 in the future of my kids. My youngest, Sammy, keeps talking about how he wants to become an astronaut when he grows up. I know one day he’ll want to go to university, and as his parent, I want to make his dreams come true and give him the best possible life. I’ve been scraping every bit to save for his college fund, and that’s where your money is going to go.”
Who would you give the money to?
Here’s the thing: both people are going to put the money in an account for a number of years until they’re ready to spend it. It’s the exact same thing. But I’m willing to guess you’d be more inclined to hand the money to Person 2.
Storytelling is a powerful tool when it comes to soliciting donations. An emotional appeal feels personal and is often easier to process than data with no context. A story offers a connection.
Here’s why you should be using storytelling in your donor engagement strategy and how to do it effectively.
Why is storytelling effective in donor engagement for nonprofits and organizations?
Stories humanize the mission. Sharing real-life narratives transforms abstract goals into personal, tangible experiences. This helps donors see the direct effect of their contributions. For example, it’s the difference between meeting your organization’s quarterly goals versus helping hundreds of members of your local community gain access to clean water. Potential donors want to help people, not a faceless organization.
Stories build trust and credibility. By illustrating examples of challenges and successes, storytelling reassures donors that their support is impactful. This helps foster long-term trust. Donors want to know that their money is going to make a real-life difference, not line the pockets of more bureaucrats.
Stories inspire immediate action. Compelling stories of urgent needs motivate donors to act quickly, making them feel like an integral part of the solution. If your organization needs the funds to send mailers to just five more neighborhoods before Election Day, don’t just tell potential donors about your deadline. Paint them a picture of the impact that their donations can make: a new park being built in a low-income neighborhood; a champion who will fight for their child’s quality education; or a public transit line to keep your community together are a few examples.
What types of stories resonate most with donors?
Transformational Impact Stories. Inspire donors by showcasing real results with narratives of individuals or communities whose lives have been profoundly changed by your group's work. For example, a story about a student who received a scholarship from your organization and now thrives in their career.
Urgent Crisis Stories. Give donors urgency by highlighting pressing needs. For example, a family who lost their home in a natural disaster needs a place to stay. Asking for funds for rental assistants would show how donor contributions can make an immediate difference.
Behind-the-Scenes Stories. Treat donors like adults through transparency. Offer glimpses into the organization’s daily operations, such as volunteer efforts or program development. These stories build trust through accountability, showing donors the background effort behind their contributions.
Progress and Follow-Up Stories. Remind donors of their role in movement building. Provide updates on previous campaigns, detailing how donor support has led to measurable progress. For instance, a post-election update on which endorsed ballot measures or candidates succeeded helps give a sense of progress and lets donors know their support meant something.
Balancing these four types of stories in your organization’s donor engagement strategy can significantly enhance emotional connection and long-term support.
What are some ways organizations can identify and gather impactful stories?
Ask your team. Have your volunteers write a few sentences at the end of each shift to log any interesting anecdotes from the week. Invite your team to share why they work here and the impact they’ve seen from your organization. Internal stories give potential donors a chance to see a new perspective.
Interview people you’ve helped. If your organization works a lot with individuals, asking them if they’d be willing to share a short testimonial with you about how the organization has impacted their life could provide a powerful, personal touch.
Take pictures at your events. A picture is worth a thousand words. Having pictures to attach to social posts or emails can increase the chance that a potential donor will stop and read the whole story.
Don’t forget your donors. Having an optional response on a form asking people why they’re donating or inviting donors to share their own story may encourage other people in a similar situation to also open up their wallets.
Through these methods, you can build a “story bank” — an archive of stories from real people that your organization has impacted. Much like testimonials, you can pull from these stories, anonymize them as needed, and use them where relevant to encourage other donors to make the same impact.
When used effectively, storytelling is a powerful tool for organizations to gather donations and increase engagement. People want to connect with other people, and the best way to create a dialogue is through a good story.
Interested in learning more about how to strategically fundraise for your organization? Book a FREE 15-minute consultation today!