“The human mind is a story processor, not a logic processor.” ─ Jonathan Haidt
I love a good story.
Growing up I had a close friend who told stories that left me gasping for air, tears streaming down my face, stomach aching from laughing so hard. Of course, this friend was from Newfoundland, so his accent and local slang helped. But no matter the scenario, I was always drawn in and held there as if I too had some part in the story.
His stories always began with, “The other day I was …” or “My uncle …”. This helped me to picture the person and see the scenario unfold before me. It was as if I knew the person who had this remarkable experience.
Story telling is an art and science and it’s imperative to fundraising. Too often though, fundraising letters focus on the great things an organization accomplished. Donors aren’t inspired by facts and often don’t have time to read about your organization’s greatness.
People are hard wired for stories. A good story that grabs you, draws you in, and holds your attention is how an organization can share their mission, vision and accomplishments.
If you have 3 minutes and 25 seconds, experience story telling at its finest in a clip from the series Mad Men entitled, The Carousel. Note that the organization, Kodak, wants to focus on the technology of the product, believing that is the appeal. Then see how Don Draper, the ‘Ad Man’, shows them what they really have.
The fields of economic science, social science, and psychology have all demonstrated that humans generally make decisions quickly, acting from emotion and intuition before logic.
Data and program descriptions make the donor’s mind wander and then you’ve lost them. They may still give because they believe in your organization’s work, but they will not be inspired. They will not be overcome with an emotional response that leads to a stretch gift and conversations with friends and family on their admiration for your work.
A truly great story in a fundraising letter creates the feeling that the reader is the hero: that because of their generosity Oliver’s family can send him to a school where he feels welcomed and cared for. That because of the donor’s continued support Rachel realized her passion for computer programming through Robotics Class and is now headed to her first choice university to major in Computer Science.
Fall is the time of year when your mailbox and inbox will be flooded with letters requesting your financial support. Make your school’s letter stand out. Create an annual campaign that will stir the emotions of your supporters and inspire generosity. Tell a story from the point of view of an individual that faced a struggle, overcame it, and is moving on because of the donor’s generosity. And then be prepared to say thank you in a meaningful way . . . but more on that next time.
Gillian Doucet Campbell, MA, CFRE, is Director of Admissions and Advancement at Hamilton District Christian High School in Ancaster, ON