How do you tell the story of your organization’s financial needs? It may seem like a contradictory question, after all, math and stories don’t always mix.
This is the first question I ask all of my non-profit clients and it’s the first thing we are looking at with our first $50K Challenge client, NYC Women Filmmakers.
Filmmakers are obviously not new to the art of storytelling. Women in this industry are adept at eliciting an emotional response from their viewers by creating something people don’t just understand, but connect with. Being able to tell a good story through visual means is key to what they do.
Being able to tell a good story is also key to fundraising for your organization. Getting donors to feel something and connect with your mission is how you create a successful fundraising campaign.
How are you telling the story of what donor contributions mean?
Telling a great fundraising story requires specificity. So many organizations make general asks on their donation pages. I often see requests for typical amounts (a general request for $25, $50, or $150). The amounts usually provide no additional context to a donor considering an online donation. While having a donation page like this on your website is a good start, spending a bit more time to create the story will bring in more support in the long run.
Instead of asking for a general donation, think about story-telling. A filmmaker doesn’t tell a generic story of aimless characters without providing detail. Don’t leave details out of your donation page either! Instead, tell the donor about the specifics of where her money goes when she donates to your organization. Let your donors visualize how their money will be used.
Instead of a button that says “Donate $25”, create a button that says:
“$25 allows one female filmmaker to attend a class on lighting”
Don’t leave the $150 box sitting there without more info. Think about how $150 might help your organization and tell the donor exactly how her support is making change.
“$155 buys one month of web support, allowing us to share job opportunities”
Donors support your organization because they connect with the cause. Make it easy for them to visualize the impact by showcasing ways their money will be helpful. Telling a strong story will mean a lot fewer donors leave your website before hitting that donate button.
