Sure, we can use numbers and data to craft our pitch to donors. We can offer supplemental material such as patient testimonials to really build a case. Or we can enlist the help of a physician to work with grateful patients. These are all valuable tools, but your organization can go even further by elevating its fundraising approach through the power of storytelling. 

Storytelling is a way for humans to connect.  We all feel it, know it intuitively. Our children know it: it’s why bedtime comes with a story.  Our pop culture understands it. It’s why even with so much content out there, there is always a new “binge-able” show on streaming.  

  While the facts and figures do matter, showcasing the heart behind your organization is ultimately what will inspire donors to give. It communicates the vision and dream that the donors' philanthropic efforts will help support. 

The Truth Behind the Stats 

Studies show that only 5% of people remember statistics whereas over 63% remember stories. Why? Stories evoke emotion. They help us see ourselves in others. They allow us to imagine the future we want to create. And in fundraising, that emotional connection is crucial. 

Of course, this doesn’t mean that you can’t use data and figures you’ve collected to assist with your story. These supporting documents, visuals, and testimonials help bring the story to life. A well-designed case for support is visually compelling and emotionally rich. As Ann Thompson-Haas describes in the AHP Development Primer course, stories should be built to connect the brain with the heart and soul.  

Practice Makes Almost Perfect 

It takes practice to transition away from data-heavy appeals and transactional campaigns to ones involving more heart. We know a great story when we hear it. But for many of us, telling stories is much harder than recognizing a great one in the telling. It is important to remember that it is a skill that develops over time. 

Here are a few things to keep in mind when crafting your first story-based fundraising pitch: 

It is important to recognize that most donors give because of how they feel about an organization. You’re taking on the role of “storyteller,” so really focus on your audience and place them in the scene. This emotional connection is an essential ingredient for successful fundraising, whether you are building support for annual gifts, major gifts, or planned giving. 

What makes a compelling case for donors? 

It’s key to tap into the “humanness” element behind every story. After all, we’re all drawn to stories for a reason. They’re inspiring, relatable, and evoke a feeling of connection and community between donors and the organization they are supporting.