Tell Good Donor Stories

Tell Good Donor Stories

How to Create Stories That Get a POSITIVE Response

The Goal: Positive Donor Response

What if I told you the tips, tricks, and techniques that could make your donor stories more engaging? SO engaging, in fact, that your donors would respond to it. I mean, that’s what we’re looking for, right? The donor response.
The key to donor response comes from a good donor stories. But, I have to tell you something interesting. Your donor IS going to respond whether your donor story is good or bad. The question is–will they respond POSITIVELY or NEGATIVELY? We’re going for POSITIVE.

So, let’s use this little tutorial to give your donor stories a mini-assessment to make sure they pack a positive punch.

What makes a donor story GOOD?

Like you, we spend a lot of time interviewing donors and writing their inspiring stories. Not only do we write donor stories, we read tons of them. You probably do, too, and notice that some grab you immediately–and some of them you don’t even finish. Have you ever wondered why?
Here are FOUR FAILS that make people stop reading. Use this information to assess your donor stories to make sure your stories get a POSITIVE response.
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Four Fails of Boring Donor Stories:

1. They are TOO LONG. Even when you love a good novel, you lose interest if the author drags the story out. Same with your donor stories! And here’s the worst part: when the story goes on and on and never even mentions the OUTCOME of the donor’s gift!
   What you can do about it: Before you publish, make sure it includes a positive and inspiring outcome. Then… test it on your friend with the shortest attention span. If she skims to the end, you need to cut your story in half.
2. They don’t communicate the WHY. Donors don’t give a gift because the organization is great. The real reason they make a gift is because they care about your mission. That’s the story: the people you help.
   What you can do about it: Simply include the “why” right up top. “Every time Matilda Warfield hears about a student who can’t afford college, she remembers how she struggled to pay for college…” This is the WHY Matilda gives.
3. They don’t actually tell a STORY. The point of donor stories is to show how a single individual can make an impact. But if you’re telling a story about a donor who says they gave because “you called me” or “out of habit,” they’re not a good candidate! Duty and obligation don’t inspire planned gifts.
   What you can do about it: Find the best donor stories by listening for moments. You want to capture the moment the donor realized someone’s else’s gift impacted them, so they are making a gift to repeat the impact.
4. They talk about the donor TOO MUCH. Your readers don’t need every detail about your donor. They want to know what inspired your donor to make a gift. Remember, a power story tells the WHY, not the WHO.
   What you can do about it: Stick to the WHY, and use tiny, pertinent details to personalize it. “Every time Matilda Warfield hears about a student who can’t afford college, this retired nurse and Army veteran remembers how she struggled…”

Number 4 is super important, not only to keep donors interested, but also to attract more donors for these stories! Good donor stories are not “about” your donor. They’re about WHY your donor cared enough to put your charity in their will.
Want donor stories that move your readers? Let us write them for you! Call us now at 484-680-7600.