If you’re planning a spring fundraising campaign, you’ll eventually face the question of what to say to donors.
That’s when the usual advice appears — tell a story.
The problem is… most nonprofit stories don’t actually raise money.
Because they read more like program summaries do not always connect emotionally.
They sound something like this:
“This past quarter, we helped dozens of families through our fertility support program.”
Important information. But it rarely moves someone to give.
The stories that perform best in fundraising usually have three simple ingredients.
1. Spotlight one person, not a group
Donors connect to a single individual far more than statistics. When a story focuses on “families,” “patients,” or “students,” the impact can feel distant and abstract.
But when you introduce one real person, donors can picture the situation and emotionally step into the story and understand the broader work your organization is doing.
2. A real moment of struggle or uncertainty
Something needs to feel difficult before the help arrived. Your communication needs to show what was at stake before your organization stepped in.
Without that contrast, the outcome doesn’t feel nearly as powerful.
3. A clear role for the donor
Finally, the story should make it obvious how donor support made the outcome possible. This is the bridge between the story and the gift.
Whether it was funding a treatment, providing shelter for an abandoned animal, or supporting a critical program, donors should be able to see exactly how their generosity helped change the situation. When that connection is clear, giving feels less like charity and more like participation in the outcome.
Instead of writing something like:
“Our organization supported families struggling with infertility by providing financial assistance for treatment.”
Try something closer to:
“After five years of trying to conceive and two failed IVF cycles, Sarah and Daniel were close to giving up on their dream of having a child. The cost of another treatment was simply out of reach.
Earlier this year, they received a grant from our program funded by donors like you. Last month, they heard the words they had almost stopped hoping for — they’re expecting their first baby.”
Now the donor can picture the impact.
When you’re choosing a story for a spring campaign, try to make it recent and relevant.
Ideally:
• The person was helped this past quarter
• The story connects to what your organization hopes to accomplish this year
For example, if your goal this year is to help 20 families access treatment, one real story from the first quarter becomes the proof that the mission is moving forward.
That kind of story doesn’t just describe your work.
It shows donors that their support is already changing lives and that more impact is possible.
And that’s the kind of story people give to.
Cheers to your impact
Carol
PS: Never wonder what to email donors
If you are ready for donor emails that increase engagement and drive more donations—but without the stress of figuring out what to write each month?
I put together a Nonprofit Email Newsletter Content Vault with story prompts, clear calls to action, and a simple story collection form so you’ll never start with a blank screen again. CLICK HERE to access it.