Fundraising Messaging: Impressive Statistics vs. One Good Story

While statistics can be interesting and even compelling at times, people are more likely to be moved by stories. When we do fundraising, we should use fewer statistics and tell more stories. When sharing stories: Use real stories, not composite or fictionalized accounts. Relate first-person stories when possible. Tell relevant stories that will help you achieve your objective. Do not be afraid of the length of the story; folks will stick with you if the story is compelling. Avoid being exploitative, and instead, use stories to demonstrate how your organization is fulfilling its mission.