4 ways to tell fundraising stories — and the only one you should use

Here’s a helpful quadrant for understanding the types of stories we tell in fundraising, from Seth Godin, at A powerful story:

When we share an idea, we can work to make sure it’s true, but when we share all the facts, we’re simply boring people. Stories are relevant, creating a narrative and tension and change.

A lot of fundraising tells “stories” in the lower right quadrant: High on truth, low on relevance. Boring — and therefore ineffective at moving people to donate.

There is also unfortunately a group of fundraisers who occupy the opposite corner: High on relevance, but low on truth. It’s manipulation. It can work, especially when the untruths feed people’s preconceived beliefs. But it’s unethical. Fie on them!

We should tell stories that are high on relevance and high on truth.

It’s not always easy, but it’s the only way!