Search the Site

NEOC Award

New Release
  
New Release

TPM cover

New Release
Mult-Ripple cover
Best Seller
Charity Handbook
Web resources included!

Three opportunities for compelling storytelling on your website

publication date: Feb 12, 2015
 | 
author/source: Tina de los Santos
Download Print Send a summary of this page to someone via email.

Tina de los SantosStorytelling is the most powerful way to engage donors and supporters in your charity’s work. Good storytelling can connect people emotionally to what your charity does in ways that cannot be achieved through other means. Storytelling brings your work to life.

We are made for stories

Human beings have been storytellers for eons. When we engage with stories we internalize them and they propel us to action. It is one of the best ways for fundraisers to motivate potential donors to become current donors.

 Your website is the ideal storytelling platform

Your website is one of the first places donors go to learn about you and keep up with your work. When you lure them into your world with a great story it can be a powerful and persuasive interaction.

Ready to get started? Here are three pages on your website that are ideal opportunities for interlacing your content with great storytelling:

1. Homepage

This is usually the first place potential and current donors land when they search for you. Your content really needs to shine because you only have a few seconds to entice them to stay with you.

We all need a hero!

A compelling way to tell a story on your homepage is to prominently feature a "hero." The hero is usually a donor or a beneficiary whose life has been positively impacted since becoming involved with your charity.

Donor as hero – engage current donors and solicit their stories about why they’re involved, and how it has impacted their life. A well-crafted story can inspire potential donors to also want to be part of  this experience.

Beneficiary as hero – engage your frontline staff and beneficiaries for great impact stories. These stories demonstrate how a hero has overcome a challenge or a conflict as a result of your charity’s support.

In either scenario find a story that is symbolic or representative of many experiences and couch it within the broader story of your charity. Remember to keep it succinct and positive! You want to use good news stories because they leave people feeling hopeful, not hopeless.

2. Your blog

A charity’s blog is an excellent platform for day-to-day storytelling. It can highlight the beautiful little victories that take place in the quiet moments of the day. Sometimes the greatest stories are the smallest.

Shareable is golden

Ensuring your charity is in front of the eyes, ears and hearts of donors keeps them engaged with your work. When your blog is shared, your donor reconnects with you and potentially introduces your organization to a new audience.

3. About Us

Despite its name, this page actually isn’t all about you; it’s about your beneficiaries. Crafting your core story around your beneficiary as the hero and your charity as the guide is powerful, empowering and inspiring for all.

Your charity’s story

The writing of this section requires thoughtful reflection about your charity. The story you tell on this page is your core story: the one that informs the rest. Be sure it is well-thought-out and well-written.

Sometimes refreshing or creating your story requires getting to know your charity all over again.

Throw away your Mission, Vision & Values!

Okay, maybe don’t throw them away! Just mentally set them aside. Sometimes we get stuck in our language and need to free ourselves from it in order to find our stories.

Start by asking the following questions as conversations starters with staff and stakeholders:

  • What do we want the world to know about our charity?
  • How do we want beneficiaries and donors to feel about us?
  • What do we love most about the work we do?

Listen closely and you will be able to extract golden nuggets of insight about the work your charity does.

Of course nothing is more inspiring than hearing about your organization’s impact. At every opportunity collect stories from your frontlines. These can be the most compelling stories of all.

Putting it all together

The key to success in this process is to ensure that each of these pages is well written. No matter how compelling the story is, if it’s written poorly it will never impact the reader. Invite staff and stakeholders to read your work before it’s published on your website. Be open to feedback and criticism, and make edits ruthlessly. Get help if you need it. Then write and rewrite until you’re satisfied.

It will take time, skill and effort to create these pages but when your website is infused with great storytelling you create endless opportunities to engage, motivate and inspire your donors.

Tina de los Santos is an engagement specialist, writer and the owner of LURE Communications. Tina loves helping businesses and non-profits build authentic relationships with their clients and supporters, by capturing their best stories and transforming them into engaging and vibrant written content. In her spare time Tina can be found baking sweet treats or running the trails around her small-town home. (Running balances the baking.J) Tina gets around! You can connect with her wherever you would like:

tina@lurecommunications.com

416.904.4971

www.lurecommunications.com

https://www.facebook.com/lurecomm

https://twitter.com/lurecomm


106 Comments Posted Leave a comment

ASD
coach outlet
hresdss123
linyuanyuan
xiaojun
kiyoumins
binpin
frenk
klaar
boli
juinra wioz
felic shipy
1234
wulili
Guest
doaa nile7
boyi
leisi
linkan
halin
xiyun
Guest
marwa
malek
الاء
20151027yuanyuan
malek
الرااااااااااااااااااااااااقى
الرااااااااااااااااااااااااقى
ركن الفرسان
ركن اليمامة
ركن اليمامة
بيت العرب
شركة الهدى
ركن التنظيف
realtime
AHMED
AHMED
AHMED
AHMED
شركة الضحى
crx
خبراء المملكه
yasmen
اوائل الخليج
rüzgar
jasmine
jasmine
jasmine
amarahmed
2016122yuanyuan
cheapest taxi in london
مدونة المبدع
Adidas Yeezy
pepero
Jordans for sale
yyyyy
Import cars from Japan to Pakistan
Kate
GABALLA
GABALLA
GABALLA
Fecar
Julie Mandora
fvmo
Julie
Julie
Julie
Julie
Julie
chenlina
カリビアンコム入会まで
Julie
sabry
sabry
Julie
Julie
stanozolol
السيد
agsd
alidsh
Guest
arya
grfhyty
alidsh
alidsh
alidsh
utu56u64
vvoikl
yugyui
yuui
hboik
SABT
so642030
so642030
so642030
20160505meiqing
محمد الخطيب
qing
Julie
fsdfsdfds
Guest
mostafa shaban
LEDO
LEDO
LEDO
 

Add a comment:

Sign in to comment on this entry. (Optional)






To make text bold [b] insert text here [/b]
To make text italic [i] insert text here [/i]
To underline text [u] insert text here [/u]
To insert a link [url=http://insert link here]Insert text here[/url]




Copyright, The Hilborn Group, © 2011-Current. All rights reserved.
Free Newsletter

Sign up, confirm or change your subscription for your free weekly fundraising ideas through Hilborn Charity eNEWS.

See a sample issue here.

Join or Update Our Mailing List
Email:

Hilborn:ecs

Excellence in Fundraising in Canada - Volumes 1 and 2