It used to be that fundraising and 3rd sector marketing was all about “the ask”. It’s time to realise that things have changed: it’s now all about the story you can tell.
The charity School Home Support has just launched a new appeal called “The Bigger Picture”, supported by a short video which in my view is a powerful piece of storytelling. Take a look here.
The video describes the kind of vulnerable people the charity supports, what practical steps and help the charity provides and the outcomes of these actions.
Apart from this video, there are more stories on their websites which effectively illustrate the need for and the impact of their work.
How about your stories – how good are they?
Are you telling a compelling story which inspires donors to take action? Are your stories showing what impact donations can make? Are your stories connecting your donors to beneficiaries?
When writing for a website or a newsletter, 3rd sector marketers need to stop and think about the story they are telling. The marketing message needs to inspire, motivate and report back, not simply ask.