We’re going all the way back to the most basic building blocks of storytelling: who, what, where, why, when and how. Today, we’re looking at the relational side of things – WHO. And when I say WHO, I’m talking about three main characters:
- The first WHO – is YOU!
- The next WHO – the people you serve
- And finally – WHO is your donor?
Who are you?
Potential supporters need to know who you are. The donor’s journey is where they get to know you, like you, and trust you. You have to be able to talk about who you are, what brought you here, and why you do what you do.
It can feel uncomfortable to share your qualifications, but remember: you’re essentially interviewing for the job of delivering a transformation your donor wants to see happen in the world. This is serious business. Building relationships is key, but even people who know you won’t give if they aren’t sure they can trust you to steward their gifts well.
To build trust, talk about your qualifications, your systems (the HOW, which we’ll cover in another episode), or even ways you’re working to get the knowledge or expertise you need. You aren’t bragging; you’re demonstrating a serious regard for the work and for the donor’s intent.
We don’t need a resume, but we do need to know enough to understand you as trustworthy and reliable.
Who do you serve?
We need to know WHO you serve. These are the people who benefit from your work and from the donor’s generosity. Something in their world changes because of what you’re doing.
One of the challenges in nonprofit storytelling is the temptation to make ourselves and our donors the hero, and the people we serve become props. As nonprofit leaders, we have to combat the dehumanizing effects of endless news cycles and social media. We must portray the people in our stories as more than passive recipients of aid.
It’s common to hear people described by their situation – the poor, the hungry, the homeless. But that’s not who they are; it’s their current circumstance. When we describe someone only by their lack, we build a wall of separation. Our job is to show people as more than passive recipients – they are the protagonists of their own stories.
Every person is more than the problem they are currently facing. These are people with talents, hopes, and dreams. The people you serve often share values with the donors who fund your mission. Will you help us see that?
Here’s how:
- Describe people in a way that would make them feel honored if they read it themselves.
- Stick to the facts and keep the story accurate and genuine.
- Use asset-based storytelling: lead with the person’s strengths rather than what they lack.
Who is your donor?
Who is your donor? Who are you talking to? Fundraising is about relationships, and we need to connect the donor with the work. Just as we need to remove “us” and “them” separation from our stories, we need to invite donors in without making them just funders for our thing.
Getting to know your donors means learning about their gifts, talents, motivations, hopes, and dreams. The answers to these questions help determine how you speak to people about supporting your work. Building these relationships means listening and understanding what donors care about and what they’re going through. Support runs both ways.
Always consider: Who am I talking to? What do they know about the problem we’re working to solve? Sometimes we miss the opportunity because we don’t give people what they need to understand.
When you get the WHO right, your writing stops feeling like a sales pitch and starts feeling like an invitation to a shared mission.
Your mission for this week:
Take a look at your most recent newsletter, social media post, or appeal letter. Ask yourself:
- Did I share something that demonstrates my stewardship, expertise, or trustworthiness?
- Did I describe the people I serve with dignity, focusing on their strengths?
- Did I give donors a ‘handle’—a shared value or simple story—to help them quickly grab hold of why this matters?
