Storytelling can be a fundraiser’s most powerful tool. Stories can be memorable, moving, and powerfully motivating to donors. But sometimes, fundraisers struggle to uncover good stories.
Here’s a great place to start: Build relationships with your organization’s volunteers. Whether they foster kittens, socialize dogs, or take outreach programs into the community, your nonprofit volunteers are likely to have a treasure trove of good stories.
Start mining those stories for fundraising gold! It’s easier than you think:
- Take a walk with a volunteer. Walk a dog or grab a cup of coffee, and ask about their best moment as a volunteer. What was the hardest? When did they know they were making a life-changing difference? Pay attention to the words they use, as they won’t come from your brand guidelines, but rather, from the heart!
- Find out whose work puts them on the front lines, and check in with them often. Your donors want to hear stories from the trenches. For example, get to know your pet foster parents. They’re likely to take in the most vulnerable pets and witness the greatest transformations. Make sure they have your cell phone number and know to text you with photos! They’re going to have wonderful stories for your newsletters and appeals.
- Some of your best photos may be on your volunteers’ cell phones. Hold a photo contest among your volunteers to discover your best, most campaign-worthy photos … and your best amateur photographers! You may find a new volunteer role for them!
- Shadow someone who volunteers with your outreach programs. You probably know all the stats about your program. But can you describe the relief on a struggling pet parent’s face when they receive a donation of pet food or other assistance?
Also be sure to remember that outspoken volunteers can sometimes make their voices heard even when they’re not speaking with expertise.
Make sure your volunteers’ well-intentioned advice doesn’t compromise your fundraising, like when they say:
- “I read our newsletter/impact report/direct mail word for word.”
Sure they do! They’re your in-group. They don’t represent typical donors. Assume your donors are skimming. Grab them with strong headlines, captions, and callouts. Serve up short stories with a strong call to action. And if your story is raising money, use it again. Then use it again. Your volunteers will get sick of it. They’ll want you to feature new animals and new stories. But donors can be spurred by recognition … and give again.
- “This doesn’t sound like us.”
Your volunteers see good work happening every day. They may not appreciate it when your fundraising highlights need. But here’s the reality: Donors want to make a difference. And so do you! Show donors the lifesaving difference they can make if only they give.
Volunteers can be some of your best resources, especially for uncovering great stories. Listen to them when it counts and report back to your donors.