Why tell stories? So donors won’t fight you

I know you already know that telling stories is far more effective at motivating donors to give than showering them with statistics.

But did you know that the facts-and-stats approach can actually make your donors feel antagonistic?

As reported at Clairification (Donor-Centered Storytelling Boosts Fundraising. Period.Stories Attract; Data Distracts.

Here’s how:

With data, we naturally put up our dukes to try to refute the information. Fill your content marketing with facts and numbers and you’ll stop your readers dead in their tracks. It makes them feel combative.

Fundraising is challenging. Who needs to additional barrier of donors feeling combative?

Go with stories!

Ready to really connect with your donors? Take my online course, Irresistible Communications for Great Nonprofits. It’s a four-part complete masterclass in the surprising things that work in fundraising. Details here.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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