{"id":116213,"date":"2024-09-02T05:00:00","date_gmt":"2024-09-02T09:00:00","guid":{"rendered":"https:\/\/bloomerang2dev.wpengine.com\/?p=116213"},"modified":"2025-10-02T09:30:36","modified_gmt":"2025-10-02T13:30:36","slug":"ask-an-expert-how-to-tell-a-compelling-fundraising-story","status":"publish","type":"post","link":"https:\/\/bloomerang.com\/blog\/ask-an-expert-how-to-tell-a-compelling-fundraising-story\/","title":{"rendered":"[ASK AN EXPERT] How To Tell A Compelling Fundraising Story"},"content":{"rendered":"

Our\u00a0Ask An Expert<\/a>\u00a0series features real questions answered by\u00a0Claire Axelrad, J.D., CFRE, our very own Fundraising Coach<\/a>, also known as Charity Clairity.\u00a0<\/strong>Today\u2019s question comes from a nonprofit employee who wants advice on how to tell a compelling fundraising story when your cause doesn’t have a lot of direct services:\u00a0\u00a0<\/b><\/p>\n

Dear Charity Clairity,<\/i><\/p>\n

We provide administrative, educational and financial support to a range of other charities within our statewide member network. In other words, our mission is to underwrite much of the \u201coverhead\u201d for agencies who do the work. Yet they still do their own fundraising, which we help them to do through training. We have a few of our own programs, but don\u2019t have a lot of our own boots-on-the-ground direct services. No one wants to pay for what we do. How do I tell a compelling fundraising story?<\/i><\/p>\n

— Not Saving Lives<\/i><\/p><\/blockquote>\n

Dear Not Saving Lives,<\/i><\/p>\n

First, a reality check: Very few charities can actually say they\u2019re in the business of life and death. Yet they still solve very real problems and meet pressing needs within their communities and the world. So, stop feeling \u201cless than\u201d because you aren\u2019t doing work you personally consider dramatic.<\/p>\n

I promise, there\u2019s lots of drama to be found!<\/b><\/p>\n

The key to storytelling is to present the problem \u2013 why you exist<\/i> \u2013 in a compelling, emotional manner that draws people in and makes them want to be a part of your drama. You make the \u201cwhy\u201d somewhat sexy (i.e., stimulating) so it provokes an inspired response.<\/p>\n

And so many things can be stimulating in this regard. You intimate a fear \u201coverhead\u201d is not very sexy. That\u2019s like saying a person\u2019s mind isn\u2019t sexy, only their body. The truth is the two cannot be divorced from one another.\u00a0 \u201cOverhead\u201d is a myth nonprofits persist in colluding with donors to believe is somehow sordid<\/a> because it\u2019s not a \u201cprogram.\u201d But, without overhead, there are no programs! Overhead and program are inextricably intertwined. Period.<\/p>\n

So, let\u2019s consider the types of stories you might tell.<\/b><\/p>\n

I don\u2019t know the specifics of your cause, but generally there are two types of stories: before and after. They\u2019re both valid; you\u2019ll just use them at different times.<\/p>\n

Unsolved problem story<\/h2>\n

This is a fundraising story.<\/b> You\u2019ll use it in an appeal, on your website, in your newsletter or on social media to make the case for support. It\u2019s best to pair this problem with a suggested realistic solution so the donor can envision how their support will resolve the problem.<\/p>\n

While it\u2019s relatively easy to craft a story about a hungry child who may die without nourishment\u2026 or an abandoned puppy who may die without the solution of a loving adoption\u2026 or of a frail, isolated senior who may die without supportive and medical services, it\u2019s not always so easy. But, it\u2019s doable!<\/p>\n

For example, here are a few problems that are not necessarily life and death. Yet the solutions offered make a demonstrable difference in people\u2019s lives:<\/p>\n