Why are you telling me this? [Storytelling]

You’re minding your own business, trying to get some work done. That weird coworker pops into your workspace.

He doesn’t say “good morning” or “What about traffic this morning?”

He just starts narrating what happened to him last night at the hardware store. No set up. No introduction. Just a story. An excruciatingly uninteresting story.

You’re thinking to yourself, “Why is he telling me this?”

Even though you know the answer: He has little self-awareness. Thinks he’s an amazing raconteur. Has no idea how boring his stories are.

So you sit through it, hoping it will end soon. Or you might try to get in a word and tell him you’re busy right now.

Most people don’t tell stories that way. They introduce their stories. They make the case that this story will be of interest to you. Sometimes the start-out-of-the-blue approach works — if the story is really amazing and/or the storyteller is especially skillful.

But usually not.

Stories capture our attention when we have a reason to listen.

That weird guy at work doesn’t understand that; he wants to tell his story, so he tells his story, no matter how irrelevant it might be. Toddlers also do that, but they have an excuse.

Why am I telling you this?

Because a lot of fundraising is like that weird guy.

It starts out in the middle of a story. The reader doesn’t know why they’re reading the story. But the fundraiser wants to tell it, so they tell it.

Thing is, the reader of your fundraising letter or email is not a captive audience. They can put you aside with no effort at all if they don’t see a reason to keep paying attention. The slightest drift in interest or the vaguest puzzlement over why you’re telling … and it’s over. Message not read. Meaning donation not considered or made, most likely.

When donors they don’t know why the story matters to them, that’s what happens … unless the story is unusually powerful.

Which, face it, it usually isn’t.

Storytelling is a powerful tool in fundraising. You know that.

But it’s just a tool.

It’s important to make the story relevant to the reader. Not just a random account about a random person the reader doesn’t know. That’s an uphill battle. Maybe even a perpendicular battle.

Do this by telling stories that are relevant to the reader. And focusing on the elements of the story that are relevant.

Here are some ways to do that:

1. Introduce the story. Say something like, Let me tell you about Fred. I think his story will touch you, because you understand what he went through. Or …you care deeply about his situation. Or introduce it with how the story impacted you (the teller): I’ll never forget Fred… Or even place yourself in the story, if that’s true: The first time I met Fred…
2. Bring the reader into the story. Find ways to say “you” within the story. Like, All she needed was a simple course of antibiotics — something you could pick up at the pharmacy today if you needed it.
3. Interrupt the story with direct address to the reader. Generally, don’t go more than a few paragraphs without some kind of statement to the reader, preferably a quick version of the call-to-action: Before I tell you how it all turned out, I hope you’ll consider sending a year-end gift right now…

I don’t want to tell you that you should never start a fundraising message with a story. Sometimes it’s a great way to begin. But not often!

And even then, you should probably interrupt your amazing story with direct address to the reader before it goes very long.

Make your stories powerful by placing them solidly in the lives of your readers!

More on Storytelling for Fundraisers.