Incorporating Stories into your Fundraising Program

Incorporating Stories into Your Fundraising Program

October 8, 2014

Leah Eustace, CFRE, ACFRE• Chief Idea Goddess at

Goods Works• Chair-Elect of the AFP

Foundation for Philanthropy - Canada

• Immediate Past-President of the AFP Ottawa Chapter

• Co-Chair of the Inclusive Giving Project

Incorporating Stories into your Fundraising ProgramOctober 2014

Outline

• Why is storytelling so big right now?• What makes a good story?• What kind of stories can you tell?• How do you gather a story?• Tips and tricks for great writing• Q & A


@LeahEustace

WHY IS STORYTELLING SO BIG RIGHT NOW?


@LeahEustace

Getting noticed


@LeahEustace


The answer is in how your brain works

@LeahEustace

Scenario one: Karen Klein


@LeahEustace

Scenario two: Darfur


@LeahEustace


Donors experience psychic numbing

“If I think of the mass I will never act, if I think of the one, I will”

@LeahEustace


How many saved lives?


Give $10 million to fight a disease claiming 20,000 lives and save 10,000.

or

Give $10 million to fight a disease claiming 290,000 lives and save 20,000.

@LeahEustace


Emotion drives action

@LeahEustace

Appeal to the heart, not the head

Artwork courtesy of Mark Phillips www.bluefroglondon.com


@LeahEustace


Our brains change as we age

@LeahEustace


We feel story

The future of storytelling

http://bit.ly/Paul-Zak

WHAT MAKES A GOOD STORY?


@LeahEustace


Passion

@LeahEustace


Hero

@LeahEustace


An antagonist (or conflict)

@LeahEustace


Result

@LeahEustace

WHAT KIND OF STORIES CAN YOU USE?


Founding/founder story

@LeahEustace


Donor story

@LeahEustace


Beneficiary story

@LeahEustace


Leadership story

@LeahEustace


An inanimate object’s story

Think outside the box


A staff person’s story


Your story

HOW DO YOU GATHER A STORY?


@LeahEustace

Pay attention


Extend an invitation

@LeahEustace


Always be prepared

@LeahEustace


Conducting an interview

@LeahEustace


Preparing your interviewee

@LeahEustace


Preparing yourself

@LeahEustace


Tips and tricks

@LeahEustace


What to ask• Why don't you start by telling me a little bit about

yourself • How did you come to be involved in [charity]?• What role does [charity] play… what sets it apart

from other charities?• What impresses you most about [charity]? • Tell me about a particular person you've met, or

a program you've been involved with (or a story you've read) involving [charity’s] work that has stood out for you

@LeahEustace


What to ask

• Do you remember when you first heard of [charity] and under what circumstances it was?

• What prompted your first gift to [charity]?• Where does your philanthropic spirit come

from? What values were you brought up with?• What led you to consider a bequest/major gift?• What do you hope your gift will help

accomplish?


What to ask

• What prompted you to take this job?• Can you describe any pivotal moments you’ve

had in your work?• What would the world/region/city/neighborhood

be like if [charity] didn’t exist?• What do you love most about what you do?• Tell me how it feels to (walk down the hallway,

save a life, rescue a puppy…)


Probe• Walk me through…• Paint a picture of…• How old are…?• What is that person’s name?• How did that make you feel?• What’s it like to…?• What went through your mind when…?• How did you react to…?• What hurdles did you face when…?

@LeahEustace


The last best question

“Is there anything else you’d like to add that we haven’t touched on?”

@LeahEustace


Involve your signatory in the storytelling process

@LeahEustace

TIPS AND TRICKS FOR GREAT WRITING


Write drunk;edit sober.

~ Ernest Hemingway


But seriously…

@LeahEustace


Why, not how

@LeahEustace


Focus on the cause, not the institution

“Your $100 donation today will help us double the size of our cancer center.”

“Your $100 donation today will give a cancer patient’s mother a home away from home tonight.”

@LeahEustace


Think of Jacqueline

@LeahEustace


Write for comprehension, not an academic thesis

@LeahEustace


Before“We all need ABC hospital to continue to diagnose problems in their earliest stages and to fund innovative research that helps people in our community, and people all across Canada, recover. Anyone who has been informed of a medical concern knows how comforting it is to receive quick confirmation and follow up if treatment is necessary – rather than anxiously waiting for results to come back.”

@LeahEustace


AfterIt was Easter weekend and, as I sat down for our traditional family brunch, I felt a crushing pain in my chest. My wife, Susan, quickly called 911 and next thing I remember I was waking up in the hospital.

I’d had a massive heart attack.

Thankfully, the ambulance had taken me to ABC hospital, where my diagnosis was quick and surgeons were ready.”


“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

- Maya Angelou

@LeahEustace

Leah Eustace, ACFREChief Idea Goddess, Good Works

@[email protected]

Incorporating Stories into your Fundraising Program

Government & Nonprofit

Transcript of Incorporating Stories into your Fundraising Program