Going Beyond the One-Story-Fits-All Approach
By Mo Waja
Storytelling to drive “giving” or donations can feel a little repetitive. A common example is the classic profile piece featuring someone whom the nonprofit has impacted. This is the written, video, or audio piece that introduces an individual, describes a barrier, and then states how the organization helped that person to overcome the barrier. It’s straightforward, it’s easy, and it’s a tempting format to gravitate towards. What this generates is a one-story-fits-all approach where the central character may change, but the general storyline remains the same.
The challenge with this approach is twofold. Firstly, on the donor side of the equation, this format speaks only to a specific, results focused donor and often fails to resonate with or impact emotionally focused or outcomes driven donors. Secondly, swapping out the face behind a repetitive storyline fails to embrace what is unique about each story or to illustrate the full breadth of your programs’ impact.
When you’re selling a product, displaying your value proposition by way of a consistent story that showcases the scale of your impact (the number of people that your product helps or has helped) in the most efficient way possible is certainly a strategy that works; however, when it comes to your nonprofit story you’re not simply selling a product. Similar as systems like monthly giving may seem, you’re not even selling a subscription service. What you’re selling is an outcome and the emotion that goes along with it. So, for people to really connect with your organization, empathize with your population, and commit to giving, they need (and want) to understand the full scope of your positive impact – not solely on the direct beneficiaries of your organization’s mission, what we can call your primary population, but on all the people that surround and are connected to them. Read more »