Successful fundraising starts with honest, courageous storytelling - and compelling stories turn passive visitors into active givers and sharers. Does your story prompt people to make donations? Could it be sharper or more compelling?
The stronger your story and the more effectively you tell it, the more successful your fundraising will be. Telling an effective story in a fundraising context presents unique challenges.
Wondering how to write your story? Draw inspiration from other storytellers and ask yourself the following questions:
When writing, start with a sentence that introduces you and the "main characters" of your story. First give readers (potential donors) the most relevant information. How do you define yourself in relation to your story or the beneficiary? Whether it was your role as a parent, entrepreneur, environmentalist or cancer survivor, what made you start this fundraiser? For now, keep this introductory information brief. You can always add more context if it becomes appropriate later. However, be sure to say it from the heart. Be honest and direct with your supporters.
Example: My name is _____ and I have spent my life _____.
After writing your introduction, begin to identify the elements you need to tell your fundraising story fully. Note which details you have and which you may need to find or develop. Make a list of photos and videos that exist and ones you can create. What details will make your story come alive?
Your story should answer basic questions that any reader would ask: who, what, where, when, why and how. Answer questions such as:
Example: My life changed dramatically when _____.
If you have tried other solutions before crowdfunding, it might be a good idea to share what you have done so far.
Answer questions such as:
Take this opportunity to describe the effect of your struggle on your family, your local community, or society as a whole. Feel free to add more context once readers have the basics.
Whatevent prompted you to take action and start crowdfunding? Whether that moment happened in the boardroom, at the doctor's office, or at the kitchen table, sum it up in a sentence or two. w
Example: At this moment, when_____, we realized we needed your help.
It's important to show potential donors why they should care about your story and cause. In books and movies, audiences care about characters who want something badly and have (challenging but surmountable) problems getting it. People often feel a connection to flawed characters who give their all under extreme circumstances.
We often turn to crowdfunding after a tragedy, our own or someone else's. In these situations, telling your own story requires courage and honesty. It can be scary to broadcast your most sensitive moments to the world, but your honesty and vulnerability allow people to make a human connection with you and the beneficiaries of your fundraising campaign.
Beyond the overview, what parts of your story require attention? What aspects will get people reading and motivate them to donate? Write your story with these elements highlighted, then add supporting details to connect the dots.
Once you've done that, step back and check to see if each part of your story works hard enough for your cause. How does the tone of each sentence and each image deepen interest in the contribution? Does the flow of the story keep readers curious enough about what happens next that they read your whole story, then ask to support you?
Take a few minutes to write down how you feel about your cause. What are the most accurate and sincere words you can use to describe the need for help? Then look at the description of your fundraising campaign - are these words clearly included in your story? Look at your story from the perspective of a potential donor.
It's hard to overstate how important the title of your fundraising campaign is. As with the title of a book or movie, it can draw people in or turn them off before they know anything else. The title of your fundraising page is the first thing people see on social media.
Waiting to come up with a headline for your fundraiser after you've written your story can help you capture your fundraiser in one standout line or phrase. Plus, when you tell your story first, they're more likely to see your fundraising campaign headline as a story headline. The headline should include the name of the beneficiary (the main character of your story) and highlight the main challenge that person is facing.
Example, "Help _____ destroy cancer!" or "Fund heart surgery at _____"
Read your story out loud to see how it sounds - to yourself and to others you trust.
Ask friends questions for feedback such as:
One option to consider is to tell your story in sections with subheadings - just as this post was presented. This approach can make it easier for people to understand and digest the information. Plus, paragraphs and bullet points work wonders when you're trying to make something easier to read and understand.
When you're happy with the results, go over your story a few more times, fixing any mistakes. If you have someone in your life with strong editing or proofreading skills, ask them to review your story and make sure it's the best it can be.
If you look at each donation as the beginning of someone's care, not the end, you can see the importance of posting updates. As you post updates, you're introducing donors to an unfolding story. And when potential donors see that, it inspires them to become part of the story as it unfolds.
We see a direct correlation between the frequency of updates and the amount of money people raise. Update your donors frequently. In your updates, share good news as well as difficulties, and do it often.
Check out our article onhow to use social media skillfully to run a successful charity campaign.
Images and videos not only make your story more personal, but they also help other people share and tell your story. Include photos and videos in every update you post for donors. By adding these visual elements, your supporters will feel even more connected to your fundraiser.
These recommendations from Pavel Andreev will help you run a successful fundraising campaign. You can quickly and easily organize a fundraising campaign on PavelAndreev.ORG.
And in our help center you can see What are the conditions for starting a campaign?
Once you know how to write a story, remember to always be honest. Authenticity invites people to care enough to lend a hand. Don't be afraid to be vulnerable when sharing details. Help people understand how much their donations help. Are you ready to tell your story?
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