4 storytelling tips for nonprofits

December 10, 2014

Telling an effective, engaging and emotionally moving story is a great tactic for nonprofit fundraising. Understanding exactly how to craft a successful narrative, however, can be difficult. Here's a look at four best practices than can help nonprofits develop their stories into tools that encourage giving from new and returning contributors:

Make it relatable: One of the major advantages storytelling has over the use of statistics and analytics is the ease with which it can connect with human emotions. With that distinction in mind, it's important to make sure the story is easily understood and digested by readers. Using language to encourage those readers to compare a situation presented in a story can be effective. This is especially true when demonstrating how the community being helped by a nonprofit has few or no resources as compared to the average contributor.
Emphasize relevance: Nonprofit blog Getting Attention highlighted the importance of keeping a story relevant to readers. This can mean finding the right approach to fit in with the current season, an approach often seen around the holidays. Another aspect to consider is developing a sense of timeliness, in that a specific fundraiser or program has a deadline for donations. Letting readers know that they not only have to act, but have to act soon, can be an important motivator.
Keep brevity in mind: Stories don't have to be long to be effective, and can actually be undermined by being too detailed or involved for the average donor to read and understand quickly. Nonprofit Hub suggested using the flexible rule of having a story last between six words and two minutes when read or presented via pictures or video. Starting strong and capturing the attention of readers early is also an important consideration, as it's easy to lose someone's focus at the beginning of a story.
Find fresh perspectives: Getting Attention said it's important to not always go back to the same viewpoint, whether it's specifically written from the perspective of a staff member or with a general, organization-wide tone. Having new, different and interesting voices – whether an employee, a contributor or someone helped by a program – telling a story means a greater chance of a reader feeling a connection or attachment, and a greater chance of generating a donation.

Content presented by First Nonprofit Group, the leading provider of state unemployment insurance solutions for 501(c)(3) nonprofit employers.

Testimonials

First Nonprofit has saved us so much money over the state’s program. We had one little glitch with the state recently and we contacted FNP immediately. FNP staff called us back immediately and moved to remedy the problem.

WI Council of Religious & Independent Schools (WCRIS), Madison, WI

First Nonprofit has been a great partner. They have helped us saved hundreds of thousands of dollars! They have awesome resources for our nonprofit organization. Thanks for the partnership.

Community Care Inc., Milwaukee, WI

Life is certainly busy these days but having business partners like First Nonprofit has made some of the process hassle free. We have worked with this team for years. When we changed payroll systems, they outlined every step. I think this team is terrific and I know they get the job done! Thank you, Cruz, to all the team at FNP.

Gulfside Healthcare Services, New Port Richey, FL

FNP has helped our agency to save thousands of dollars every year on our unemployment coverage. The service is phenomenal, and we are thankful to their team as our partner. My experience working with Marshall on the advocacy around UE for nonprofits was also a highlight as someone who teaches advocacy and lobbying for nonprofits. Really, your whole team is top shelf, so thank YOU!

Advancing Academics, Turtle Creek, PA

Chicago Children’s Theatre has greatly benefited from our partnership with First Nonprofit, and I have always enjoyed working with the staff on our filings and any complicated questions. I would not hesitate to recommend First Nonprofit to fellow nonprofits. We’re very happy customers.

Chicago Children’s Theatre, Chicago, IL

FNP is a great resource for Daniel Kids. To have a TPA that we can count on to take point on not only managing our unemployment claims, but to support and guide any protest hearing, is invaluable. All the professional support staff we have worked with have been excellent, very knowledgeable and responsive. We are grateful for the help and support, thank you.

Daniel Kids, Jacksonville, FL

When I first began in my position at my organization, I hadn’t had experience working with a company like FNP. The staff was so patient and helpful in helping to explain the benefits of First Nonprofit. Anytime I reach out with a question I receive a quick, clear, and thorough response. I’m so thankful that we decided to partner with FNP. Their excellence in customer service, coupled with their variety of packages frees us up to truly serve our staff and community with a peace of mind knowing that our organization is protected against unanticipated unemployment insurance expenses.

Homes of Hope, Chicago, IL

First Nonprofit gets an A+ in my book. You are so easy to work with & very knowledgeable! Whether it is my quarterly correspondence with Kim or my random interactions with Dawn about a bond … I am so pleased that I get to work with such a helpful company. Thank you!

4 storytelling tips for nonprofits