The art of storytelling and the science of fundraising

This article is sponsored by Sage Intacct – the non-profit financial management platform that lets you pursue your mission more efficiently with a sophisticated multidimensional database that allows users to aggregate transactions and activities across your non-profit organisation.

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Relationships between charities and supporters rely on establishing an emotional connection. This connection is at the heart of fundraising – people will not donate to a charity to which they do not feel connected. Charities must nurture and grow that connection to build long-term relationships with donors.

 

Building a connection begins with a cause. Donors feel strongly about a particular issue and they want to do something to address it. They find a charity whose mission aligns closely with this cause and make a donation.

 

Fundraisers have a tendency to view the process of narrative creation as something vague, rather than an exact science. By understanding and mastering the process, charities can learn to tell their stories more effectively and thereby increase donations.

 

Amid an uncertain economic climate, charities will rely on supporters more than ever. While much of the focus around storytelling is usually dedicated to new donors, storytelling can also play an important role in maintaining and improving relationships with existing donors.

 

This is important because the best place to raise additional funds is often from your existing donor base. Staying connected to your existing donors and keeping your impact front of mind can help you to ensure a longer-term stream of revenue.

 

A new report, published by Sage Intacct, delves into the art of charity storytelling and provides data-driven insights into what donors want to see from the charities they donate to.

Get to know your supporters

 

Understanding the needs of donors is crucial. It is easy to make assumptions, but that means running the risk of misunderstanding what your donors want. Instead, you should roll up your sleeves, dig deep into the data, and find out exactly what it is that donors value about your organisation, your mission, and your work.

 

Sage’s ‘Non-profit storytelling ebook’ reveals that 70% of donors cite ‘overall efficiency’ as the number one thing supporters look for before donating. They want to ensure money is spent on delivering tangible progress towards the charity’s mission.

 

Charities will need to prove this efficiency, and to place it front and centre when it comes to storytelling. Other important factors driving donations were in a similar vein, including a charity’s ‘philanthropic impact’ and ‘general reputation.’

 

Your fundraising initiatives should highlight efficiency and impact. Make trust and transparency key pillars of your narrative, too. Demonstrate precisely how donations are allowing you to work towards your mission.

 

Many charities like to frame the impact of a single donation in easy to understand terms. One example is a message informing donors that a £5.00 donation can buy two meals for a service user. Or that £100 can secure clean water for an entire village. Both examples situate donations in the wider narrative of a charity’s work and mission. They contextualise the donation and give the donor assurance that their money will be spent prudently.

 

 

Demonstrating impact

 

With access to the internet, prospective donors can easily carry out research on charities. Donors care deeply about finding organisations that best reflect their values and priorities. They want evidence of solid financial stewardship and strong mission impact.

 

If they can’t easily understand your organisation’s story, their donations may go somewhere else. Similarly, if impact is not clearly communicated and efficiency is not clearly demonstrated, supporters are unlikely to become donors.

 

The top question on most donor’s minds: How much of my money will go to the charity’s programmes and field work? If you can’t spend money efficiently, donors would prefer to give it to a charity that can.

 

Clearly communicate your priorities and demonstrate your progress. Performance data and metrics provide the support for your story by showing impact, accountability, and a laser-focus on mission success.

 

charity:water provide a great example. They operate on a basis of complete transparency, allowing donors to choose how their donation is used. Increasing transparency creates trust with the supporter and makes them feel involved in the process, which in turn establishes a deeper emotional connection.

 

Whatever your mission, define the metrics that best support impact and stewardship and measure them. Build them into your story. Highlight them, strengthen them, and share them. Reinforce performance measurement and transparency until metrics become part of your organisation’s culture.