6. For a national civil rights organization,
the story version lost by 25%
For an international aid organization,
there was no statistical difference
In countless other cases, story-based
appeals have under-performed industry
and client benchmarks
7. Science tells us
stories are powerful…
̶ They are universal
̶ Mirror human thought
̶ Shape our identities
̶ Define our social community
…so what’s going on?
8.
9. Two Types of Stories:
1) Stories that explain
2) Stories that compel
12. Why do people give?
1. “You’ll not onlylife” our work – you’ll know
To changed a fund
you
be happy
2. “Give todayand updates.”
To feel importantmember and get
insider info
to become a
3. “We be Asian savannahtoo.”
To saved the elephant elephant . story
save the
part of a success We can
4. “From Marthaeveryone’s doing it
Because JimaT., a construction worker
Tennessee to
L., grandmother in
in Florida, Americans everywhere have
already committed to our fight.”
16. We’ve Made Progress
BEFORE:
The Nature Conservancy's efforts to preserve
the diversity of life on Earth depends solely
on the support of its members.
AFTER:
Becoming a member can put you at the center
of critical conservation projects underway all
across the globe.
25. Details matter
Use rich details to make your story feel
credible.
Try using sensory details about how it
looks, smells, feels, sounds, or tastes.
26. Details matter
“He’s only one-and-a-half, but
Abdirizaq’s hair has turned almost
white.”
“It comes in easy to hold, crinkly foil
packets that kids can use to feed
themselves.”
27. Use the right “we”
Use “we” or “us” to refer to both your
organization & supporters – not just
your organization working alone.
28. Use the right “we”
“It’s a team effort. It has to be, if we’re
going to put people back on their feet
— build clean water systems, teach
farmers better ways to grow food...”
29. Create a donor identity
Explain who your donor is – why they
are special.
Frame “giving” as a chance to be that
kind of person.
30. Create a donor identity
“A gift to WCS is something much
bigger than one donation –
It's a signal that you believe in a future
where tigers, elephants, and gorillas
still roam free – and that such a future
is worth fighting for.”
31. Make the consequences clear
Explain the consequences of the
donor’s choice to give or not.
They have a choice to become a
hero – or not.
32. Make the consequences clear
“Millions of other children with special
needs are hoping for a story like
Shannon's – but right now, their fates
hang in the balance.
Will you let them continue down the path
to an uncertain future…or will you step
in and help?”
