On #GivingTuesday, you can make your donations go further by crafting a compelling story that engages your supporters, old and new, and motivates them to give.
A well-crafted story can be the deciding factor between whether that supporter donates or not: more than half (56%) of nonprofit supporters on the social web say reading a compelling story motivates them to take action, and
This is larger than just your individual campaign story: When your donors give, they become part of the nonprofit’s story. What story are they becoming a part of? How can they engage with you? Ensure that the first donation your new donor gives is the start of a new chapter with your organization – and let’s start this on #GivingTuesday!
Your story is not a bunch of words on a page: It’s a collage of words, images, and design elements, similar to a book written by your favorite author. Custom design elements, adding photos of your organization in action, and writing up compelling copy are all needed to ensure the story you’re telling on #GivingTuesday is motivating your supporters to give.
If you were a book, what would your cover say about you? What do you want people to know about your story before they open to the first page? People will (and do!) judge a book by its cover, so make sure it’s engaging and enticing enough for people to want to pick it up and read it just by customizing your #GivingTuesday campaign!
When you think of your organization, what comes to mind? That’s your brand – and that’s what you should be using to customize your organization. The colors, the logo, even the way you talk about your organization makes a difference. If you don’t have anything official, don’t worry! Even the smallest organization can make a big statement by being consistent across their profile and campaign. Just pick a few colors that represent your organization, find a great photo or two of your organization in action, and let your mission shine through!
People are visual beings, so help your donors out with an illustration of your story. Showing them visually what their donation can do for your organization can go a long way. Not having compelling images on your campaign is like leaving 40% of your donors on the table.
Take a look at your donation levels. Does $25 get your donor 2 days worth of meals for a needy family? Show them! Add a description and put in a photo of a home cooked meal. See the example of donation levels below:
The images don’t have to be fancy. Photos taken from your smartphone or digital camera will do. And there are so many chances to take photos:
- The monthly pancake breakfast you serve to the homeless with the help of your wonderful volunteers
- A highway cleanup crew that meets on the first Saturday of the month
- Children and volunteers at the after-school program at your school
- Plus, if you don’t have your own images, you can find free and high-quality stock photos online!
As important as your cover and your illustrations are, your story is the keystone of your book. Everything else brings donors in, but your story is what matters – and what’s going to inspire your supporters to give. So how can you get your donors to give, and give again? By sharing your story!!
Taking the time to build up each individual campaign only enhances your engagement with your supporters. Donors like to give their donation for something very specific – and your campaign story will give them that satisfaction.
All of this is so important to move donors forward and to continue to weave them back into your story.
How do you plan to weave your donors into your #GivingTuesday story?
Download our Nonprofit Storytelling Template and craft a new, engaging story for your nonprofit!