The Fundraising Pitch Donors Actually Remember

Facts inform. Stories move. For nonprofit fundraisers — whether writing an appeal letter, prepping for a donor meeting, or taking the stage at a gala — that distinction is everything. For example, which would you rather hear?

The organizational pitch. “I have a nonprofit that serves underprivileged youth. We launched it in 2016 and work with approximately 400 children per week, providing training in emotional awareness through small-group gatherings in local schools. We also provide them with food during these meetings — that’s what gets them in the room. We have seven trainers on staff and over 50 volunteers who help us accomplish this mission.”

The story. “Jimmy comes from a background of physical violence and emotional abuse. At a young age, he was subjected to neglect and hardship beyond the imagination of many adults. He entered our emotional awareness program in sixth grade reluctantly — more interested in the free food at first. But slowly, after trust- and relationship-building on the part of our staff and volunteers, Jimmy began to participate. Now, after three years in our program, Jimmy is leading his peers in emotional awareness workshops. He has a deep understanding of the emotional baggage humans can carry. He’s working on his own emotional healing. And he’s determined to break the generational patterns that caused him pain in his youth.” 

Here’s a better question: Which will you remember the next day? How about next week? How about next year?

The two messages aren't mutually exclusive. In a fundraising meeting with a potential donor, you can share both, but if you don’t skip the story, you’re leaving a big opportunity on the table.  

My goal isn’t to dismiss the organizational pitch as bad, but to help you see why the story is a far more effective tool for raising money from individuals.

Why Emotions Drive Action

Emotions move people. That’s why someone may say, “Wow! That music moved me.” — meaning it touched them on a deep, emotional level and pushed them toward a particular action. As a fundraiser, you want to move people to support your organization financially.

When’s the last time you heard someone say, “That spreadsheet moved me”? Facts and data, disconnected from the story, don’t move people. They can be rationally convincing, but they don’t push people toward action. 

The story, and the emotions it triggers, move people. Story has a tendency to bypass the rational mind and travel straight to the heart. People feel connected to the story by seeing themselves in stories, entering into the challenges of the story, and experiencing the release when the story is resolved favorably. 

Put the Story to Work in Your Fundraising

With that in mind, here are two practical shifts that can help you raise more from individual donors.

Connect, Don't Convince

Story connects potential donors to you and your mission. “How do I convince this person to give to my organization?” is a common guiding thought heading into a fundraising meeting. This is not a bad one, but it’s not the best either. The best guiding thought is: “How do I connect deeply with the person in front of me?” 

Your potential donors are human, and on a deeper level, they desire connection. Meeting this desire gives you a better chance of receiving a donation. Story, combined with asking genuine questions and listening actively, is a great tool for building connections and earning a gift.

Tell a Story, Don't Give a Lecture

Many fundraisers spend too much meeting time educating potential donors on the specifics of their organization. Some context is necessary, but a meeting dominated by education and lacking in story is an opportunity lost. 

Your goal in fundraising meetings should be to help your donors feel, on a deep level, the problem you solve. You want them to enter into that problem emotionally and psychologically. Then feel the challenges of the people you serve and the relief that your organization provides to those people. Education alone won't get you there. Story engages the emotions, and emotions move people. If you can capture a donor’s heart, their wallet will follow. 

Organizational pitches are a dime a dozen. You hear them in one-on-one fundraising meetings and at large fundraising banquets. They’re not inherently bad — they just miss a big opportunity to move people. 

One week from now, you may or may not remember the important points of this article, but I bet you’ll remember the story of Jimmy.

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.