Appeals that contain a heart-warming, or stirring story tend to be more successful than messages that lack them. When we genuinely care about a specific problem or issue, we are more likely to give to those causes that actively work to offer solutions. We are also more likely to donate to a nonprofit when we have a personal connection to someone who is directly affected by their work.

Giving is an emotional response to the difficulties faced by others, whatever the trouble might happen to be. This is one reason why it is so important for nonprofits to stir the feelings and passions of others with their marketing. It allows others to experience, and viscerally feel, what is at stake if the mission should fail.

Strengthen Bonds with Storytelling

If we want potential donors to respond to our appeals, we must create stories that pique their interest and resonate with them. When building your story, always keep in mind the central message, or key tenet, that you want others to remember when they read, or view, your work.

Once you have pinned down the main theme, build your story using the same elements that are common to every good narrative or tale. Introduce the character that the story is about, and develop them in a way that helps your audience to identify with them.

Define the conflict by explaining just what’s at stake for your character if the situation remains unresolved. Finally, conclude with a direct call to action that tells your audience what steps they need to take to help the figures in your story resolve the issue.

Don’t Forget to Personalise Your Messages

Beginning a message with a personalised greeting is such a short, and seemingly simple thing to do, that its easily overlooked. When you send out your NFP’s stories, don’t forget to start out your message by greeting the recipient by name to increase the individual rapport others feel for you.

Encourage Your Connections to Share Your Stories

Social sharing has become one of the main drivers of awareness and fundraising. One reason why this form of marketing works so well is that nearly everyone is more likely to give when asked to do so by someone they know and respect. Ask your supporters to forward your stories and other posts to their networks. Encourage them to personalise their request before they hit the share button.

An easy way to do this is to have your supporters write a couple of sentences about how they relate to your nonprofit, and why your work is important to them before including the link to your post. This one extra step can dramatically increase the effectiveness of your story since nearly all of us are more likely to trust, and give to a charity when we have friends and family who are personally acquainted with that organisation and its work.