I’d be willing to bet that every nonprofit I’ve worked with has spent some time wishing their board members “helped more” with fundraising.
When they say that, they usually mean they want more people to make direct asks for gifts. I say not all board members should ask for money, but every board member can tell a moving story about the meaningful impact of their organization.
Development staff, CEOs, and marketing teams can empower board members to use storytelling as an effective and comfortable way to participate in the crucial work of raising money. To tell a great story, board (and staff) members must be authentic, passionate, and focused on the mission.
Why Storytelling Works
Storytelling matters because it’s simple and personal. Donors want to feel an emotional connection to your cause and a well-told story creates that connection by painting a vivid picture of how donor support makes a difference. Stories should include both numbers and statistics and personal examples.
How Do You Tell Your Best Story?
A great story has three key elements:
- A Hero: This might be a client whose life has changed because of your organization’s work. Heroes can be volunteers, program participants, or even the community itself. At DBD Group, we call this putting a face to the case.
- A Challenge: What obstacle did the hero face? Was it homelessness, hunger, lack of access to education, or something else your nonprofit aims to solve?
- A Transformation: This is the inspiring ending. Thanks to your organization (and its donors!), someone’s life improved. Perhaps they found a safe place to live, earned a degree, or found hope where there was none.
Storytelling is Personal
Here’s the fun part: board members are uniquely positioned to be an ambassador for your organization. Sharing stories is about weaving these narratives into everyday conversations with friends, colleagues, and potential donors whenever the opportunity presents itself.
Creating your story starts with choosing a story that resonates with you. Maybe it’s about the first time you visited a key program and saw the impact up close. Or the story might be about someone who embodies why you’re passionate about the mission.
Storytelling Without the Ask
Not everyone is comfortable directly asking for money, and that’s okay. By sharing powerful narratives, you’re laying the groundwork for others to make the ask. Your story can inspire donors to see the value of giving without you ever uttering the words “Would you consider donating?” Think of it as planting the seed that others can nurture and grow. Even better, bring along a seasoned “asker” to secure a gift.
Practice Makes Perfect
If you’re nervous about sharing stories, practice! Role-play with other board members or staff. Start small by sharing a story in casual settings before taking it to larger audiences. You’ll quickly find that your confidence grows with each retelling.
Final Thoughts
- You don’t have to tell every story. Focus on one or two that truly highlight the impact of your nonprofit’s work.
- Tie the story back to the donor. Explain how donor support makes these transformations possible.
- Make sure you don’t share personally identifying information without the appropriate permission.
- Have fun sharing the good work of your nonprofit.
With a little practice and a lot of heart, you can help the mission come alive in the minds of donors. So go on, embrace your inner storyteller — your organization (and its beneficiaries) will thank you.
Nonprofit boards play a vital role in driving an organization’s mission forward, providing leadership, oversight, and support. This month, our blogs will focus on practical tips and strategies to help your board excel. Together, we can strengthen the foundation of your nonprofit’s success.
