The Importance of Nonprofit Storytelling

Though your prospects, donors, board members, administration, volunteers and others all have an idea of what your nonprofit represents, the challenge is these individuals’ visions are only as clear as what you convey to them. One terrific way to educate is through storytelling. 

If you desire to promote and encourage one’s time, talent and treasure, storytelling is necessary. It conveys real-life experiences and emotion. It allows donors, for example, to see the why of impact and how their contributions are making a difference. You want them to understand and empathize with your situation. The story allows you the freedom to excite, encourage, motivate and earn the trust of others, as you are asking prospects to follow other donors with their treasure. The story provides a human touch to the fundraising process, allowing for transformation rather than transaction. You can take a story in a variety of directions depending on the outcome you hopefully desire.

Impact of Storytelling

We know that fundraising combines both art and science. It has the power to influence and inspire listeners. Storytelling should be a top priority when teaching staff the power of persuasion with people. Research states that when a story is heard, the brain helps activate the events of the story that leads to a broader connection and message experience. When people listen to a story, they attempt to relate their experience with others. The brain evokes chemicals that promote a feeling of empathy, a key element in relationship-building. Storytelling is essential in telling a story and having others tell their story so a common bond can be formed. 

Storytelling is an overlooked tool that uses narratives to encourage donors to act and support the nonprofit mission. Stories can only effectively work when there is an emotional connection with your audience. The storyteller must paint a picture that opens the senses and helps the prospect understand the challenges faced by those you serve. 

Your goal is to develop a shared empathy and to inspire knowledge, awareness, compassion and action for the cause. It is key for you through a story, to seek the magic “a-ha” moment when sudden insight or discovery takes place. To succeed in your mission of effective storytelling, you must share stories of impact, include personal testimonials, utilize visuals and keep it local in nature, so it resonates with others. Authenticity and transparency build trust — the key to obtaining first donations and eventual larger donations.   

It is important for every relevant story to have a beginning, middle and end. Focus on building characters with your story that ties to the target audience. 

Do you think storytelling in fundraising is important? Let me provide three examples of how The Salvation Army in Central Indiana received an increase in funds through holiday storytelling this year. 

1. Angel Tree Toy Shop Program

The goal for the 2024 holiday season was to provide Christmas presents of at least $100 each for more than 5,100 children whose families are financially suffering and cannot afford any Christmas presents for their children. A company, MAVPAK, stepped up and adopted 632 children, encouraged their employees to shop for children, plus volunteered to work at a toy shop that provided parents with toys. The packaging supply business’ example encouraged additional companies to step up their resources. The stories revolved around families with parents working three jobs to put food on the table and utilities active. As a result of money being tight, they had no Christmas trees or gifts.

2. Red Kettle Program

This long-standing program of volunteers ringing bells at Kroger, Walmart, Hobby Lobby and other stores, provides funds for operations and programs each year. The Salvation Army shared the expanded need throughout the community, including the fact that last year, the program was $200,000 behind its goal because there was one less week of bell ringing with Thanksgiving being so late. The Kiwanis Foundation of Indianapolis immediately stepped up and provided volunteers to ring, plus $50,000 to help establish a new $200,000 Red Kettle Challenge program that helped reduce the kettle shortfall.

3. WIBC Radiothon

On-air impact stories from The Salvation Army enhanced the 30th anniversary WIBC Radiothon benefiting The Salvation Army programs and services in the community. One of those stories was dealing with the loss of a young child. Two different families called me during the Radiothon with donations. One couple gave $10,000 and another couple, who pulled the car over to give, immediately donated $5,000. Another  individual heard a different story of the need over the radio and immediately gave $1,000. Those are just three examples. With others who heard stories and felt compelled to give, we raised a record $516,000 in December 2024.

The bottom line is stories are critical to your success as a development professional. Perfect use of this vehicle and your revenue will dramatically increase, along with the number of volunteers and new potential board members. Keep your story simple, memorable and emotional. The fact is, storytelling must be used to promote a nonprofit because it is critically important.

The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.