Do Donors Know Their Role in Your Story?

It is vital for flourishing in fundraising.

Consider this. What if your fundraising problem is actually a storytelling problem? What if clarifying your brand and message could allow you to do more than simply access the tip of the generosity iceberg?

What if your fundraising problem is actually a storytelling problem?

Start by asking yourself: Do your donors truly feel connected to the mission? Do they understand how their giving directly impacts hearts, lives, and eternities? Most importantly, do they realize they are a central character in your organization’s impact narrative?

Storytelling for Your Brand

Let’s begin answering these questions by understanding why storytelling should be an integral part of your brand. Research shows the human brain responds much more deeply to a compelling narrative than simply a presentation of facts. In truth, our brains are hard-wired for stories. Stories strongly engage our emotions. Stories enhance memory and retention. And stories compel us to action. Stories make us feel something.

And, more often than not, our decisions are influenced more by our feelings than our logic.

Need proof? Compare these two opening sentences for a fundraising appeal letter. Which one would move you to action? “Last year, our ministry served over 550 clients, an increase of nearly 20%.”

Versus, “When Sofia got the news, it was as if time stood still. The only sound she heard was the beating of her heart and the blood pulsing through her veins. As she stood on shaking legs, she wondered if she could make it through this… If she even wanted to.”

See the difference? One is passive and factual. One is active and engaging. In the second intro, the reader is compelled to find out what happens and maybe even discover how they can help make a difference.

Stewarding the Story

Generosity grows when ministries build clear brands over time, make authentic connections, and create a compelling sense of shared kingdom purpose. That’s where storytelling comes in.

Now, we all know God is the author of the story, and every good outcome is from his hand. But, as leaders of kingdom-impacting ministries, we are the stewards of the story. We are the storytellers. We are the brand heralds.

When your organization leads with stats, services, and accomplishments, you’re portraying yourself as the hero of the story. Without knowing it, you’re saying, “Look what our organization has done and all we have achieved!” To put it in story form, “We rode in on a white horse and saved the day.”

This kind of messaging inadvertently tells your donors, “We don’t really need you.” “Your role isn’t actually vital to the happy ending.” And sadly, “We don’t really know you and the reasons you choose to support our organization.”

It makes the story all about you. And, frankly, it’s also not very interesting.

Flipping the Script

When it comes to fundraising, flip the script. Always include your donors and always make them the hero.

When it comes to fundraising, flip the script.

Remember, the hero of any good story has a clear sense of purpose, but they often face challenging obstacles.

Your donors desperately want to help. They want to empower an organization to help women like Sofia find hope and healing. But often they don’t know how best to accomplish this. They’re asking themselves, “Of all the organizations out there, which one should I support, and why?” “How can my financial resources make the greatest impact?” “How can I know my giving is truly helping women like Sofia?”

If only there were someone wise and experienced to help them navigate this daunting journey.

Enter your organization. Your organization is that trail guide, that trusted companion, that knowledgeable, experienced partner the hero can count on to help them accomplish their mission.

With your help as the guide, the hero can feel confident, satisfied, and joyful in their generosity.

They can know they are making a difference. And, they can see themselves as an integral part of the story.

Seeing Their Role in The Story

So now, instead of leading with what the guide (your organization) has accomplished, lead with helping the hero (the donor) solve their problem and overcome their generosity obstacles and uncertainty.

The good news is there’s hope for Sofia. There’s light in the darkness. You (donor) help us shine a brighter light to reach more women like Sofia and show them the path to healing through the organization.

The bottom line is, people give more generously when they clearly understand the mission, see the impact, and recognize their role in the story.

Be a storyteller. Be a brand ambassador and watch donors delight when they know their life-changing role in the story.

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Justin Eklund is founder and Chief Brand Strategist at Grove9 and author of Brand for Impact (Tela Publishing, 2024). With over two decades of marketing experience, he blends strategy and creativity to help faith-driven organizations and leaders clarify brands, grow revenue, and make a greater impact. Justin can be reached at www.grove9.com or justin@grove9.com.