Incorporating Stories into your Fundraising Program

Incorporating Stories into

Your Fundraising Program

October 8, 2014

Leah Eustace, CFRE, ACFRE

• Chief Idea Goddess at

Goods Works

• Chair-Elect of the AFP

Foundation for

Philanthropy - Canada

• Immediate Past-President

of the AFP Ottawa

Chapter

• Co-Chair of the Inclusive

Giving Project

Incorporating Stories into your Fundraising Program

October 2014

Outline

• Why is storytelling so big right now?

• What makes a good story?

• What kind of stories can you tell?

• How do you gather a story?

• Tips and tricks for great writing

• Q & A


October 2014

@LeahEustace

WHY IS STORYTELLING SO

BIG RIGHT NOW?


October 2014

@LeahEustace

Getting noticed


October 2014

@LeahEustace


October 2014

The answer is in

how your brain works

@LeahEustace

Scenario one: Karen Klein


October 2014

@LeahEustace

Scenario two: Darfur


October 2014

@LeahEustace


October 2014

Donors experience

psychic numbing

“If I think of

the mass I will

never act, if I

think of the

one, I will”

@LeahEustace


October 2014

How many saved lives?


October 2014

Give $10 million to fight a disease claiming

20,000 lives and save 10,000.

or

Give $10 million to fight a disease claiming

290,000 lives and save 20,000.

@LeahEustace


October 2014

Emotion drives action

@LeahEustace

Appeal to the heart,

not the head

Artwork courtesy of Mark Phillips www.bluefroglondon.com


October 2014

@LeahEustace


October 2014

Our brains change

as we age

@LeahEustace


October 2014

We feel story

The future of storytelling

http://bit.ly/Paul-Zak

WHAT MAKES A GOOD

STORY?


October 2014

@LeahEustace


October 2014

Passion

@LeahEustace


October 2014

Hero

@LeahEustace


October 2014

An antagonist (or conflict)

@LeahEustace


October 2014

Result

@LeahEustace

WHAT KIND OF STORIES CAN

YOU USE?


October 2014

Founding/founder story

@LeahEustace


October 2014

Donor story

@LeahEustace


October 2014

Beneficiary story

@LeahEustace


October 2014

Leadership story

@LeahEustace


October 2014

An inanimate object’s story

Think outside the box


October 2014

A staff person’s story


October 2014

Your story

HOW DO YOU GATHER A

STORY?


October 2014

@LeahEustace

Pay attention


October 2014

Extend an invitation

@LeahEustace


October 2014

Always be prepared

@LeahEustace


October 2014

Conducting an interview

@LeahEustace


October 2014

Preparing your interviewee

@LeahEustace


October 2014

Preparing yourself

@LeahEustace


October 2014

Tips and tricks

@LeahEustace


October 2014

What to ask

• Why don't you start by telling me a little bit about yourself

• How did you come to be involved in [charity]?

• What role does [charity] play… what sets it apart from other charities?

• What impresses you most about [charity]?

• Tell me about a particular person you've met, or a program you've been involved with (or a story you've read) involving [charity’s] work that has stood out for you

@LeahEustace


October 2014

What to ask

• Do you remember when you first heard of

[charity] and under what circumstances it was?

• What prompted your first gift to [charity]?

• Where does your philanthropic spirit come

from? What values were you brought up with?

• What led you to consider a bequest/major gift?

• What do you hope your gift will help

accomplish?


October 2014

What to ask

• What prompted you to take this job?

• Can you describe any pivotal moments you’ve

had in your work?

• What would the world/region/city/neighborhood

be like if [charity] didn’t exist?

• What do you love most about what you do?

• Tell me how it feels to (walk down the hallway,

save a life, rescue a puppy…)


October 2014

Probe• Walk me through…

• Paint a picture of…

• How old are…?

• What is that person’s name?

• How did that make you feel?

• What’s it like to…?

• What went through your mind when…?

• How did you react to…?

• What hurdles did you face when…?

@LeahEustace


October 2014

The last best question

“Is there anything

else you’d like to

add that we haven’t

touched on?”

@LeahEustace


October 2014

Involve your signatory in the

storytelling process

@LeahEustace

TIPS AND TRICKS FOR GREAT

WRITING


October 2014

Write drunk;

edit sober.~ Ernest Hemingway


October 2014

But seriously…

@LeahEustace


October 2014

Why, not how

@LeahEustace


October 2014

Focus on the cause,

not the institution

“Your $100 donation today will help us

double the size of our cancer center.”

“Your $100 donation today will give a cancer

patient’s mother a home away from home

tonight.”

@LeahEustace


October 2014

Think of Jacqueline

@LeahEustace


October 2014

Write for comprehension,

not an academic thesis

@LeahEustace


October 2014

Before“We all need ABC hospital to continue to

diagnose problems in their earliest stages and to

fund innovative research that helps people in our

community, and people all across Canada,

recover. Anyone who has been informed of a

medical concern knows how comforting it is to

receive quick confirmation and follow up if

treatment is necessary – rather than anxiously

waiting for results to come back.”

@LeahEustace


October 2014

AfterIt was Easter weekend and, as I sat down for

our traditional family brunch, I felt a crushing

pain in my chest. My wife, Susan, quickly

called 911 and next thing I remember I was

waking up in the hospital.

I’d had a massive heart attack.

Thankfully, the ambulance had taken me to

ABC hospital, where my diagnosis was quick

and surgeons were ready.”


October 2014

“I've learned that people

will forget what you said,

people will forget what

you did, but people will

never forget how you

made them feel.”

- Maya Angelou

@LeahEustace

Leah Eustace, ACFRE

Chief Idea Goddess, Good Works

@LeahEustace

[email protected]

Government & Nonprofit

Incorporating Stories into your Fundraising Program