Do you know what your fundraising story is? How about the best ways to share it with others? Your fundraising story is a crucial aspect to your appeal that can help you share the word, plus engage and inspire your supporters.

Today we look into how to identify and write your fundraising story to achieve the best result for your club, school or charity.

What is a Fundraising Story & How Do You Identify It?

What’s the reason(s) behind your fundraising campaign? Why should people support your cause over another? Your fundraising story explains to your supporters why you want their money. People don’t simply give money to support your organisation: they give money to:

  • Solve a problem
  • Make things better
  • Express their values

To give this money, they need to see that there is:

  • A problem to solve
  • A story which needs to be told
  • Evidence that their money is doing the job

The story of why you are fundraising needs to be clear not only for your donors, but also for your organisation. Everyone needs to know the reasons why you are fundraising, who it will benefit and why people should support you. The identification of your story is best done as a team, with everyone sharing their ideas, such as:

  • Why are we fundraising?
  • What will we do to raise money?
  • What will we do with the money we raise?
  • Who will the money benefit the most?
  • What does the support of your donors mean to your organisation?

Then comes time to write your story!

How to Write Your Fundraising Story

Not everyone is a writer, but that shouldn’t stop you from telling your story. We’re going to walk you through the process step by step.

For a successful fundraising story, you need to know your target audience well. A great way to do this is by asking them questions. If you have an email database, you can email this out to them. Or you could add it to your website, send it home from school in a newsletter, or even ring your supporters up. The answers you get can help you learn if they are happy with what your organisation is doing, what information they like to receive from you, the specific things they like supporting and the reasons why they give to you.

Using this information, you can start to write your story.

A good story, like a good book, has specific parts to it including:

  • Setting the scene – write a short catchy title and give a short two sentence summary of who the fundraiser will benefit.
  • Introduce the problem – ideally this should be a person or people. You want to get the supporters empathising with the problem.
  • Explain the problem – why is this problem ‘hurting’ the person or people?
  • Tension – share the others who are also being affected by the problem to increase the level of tension.
  • Give the supporter hero status – make the person reading your story feel like they are the hero. Show them how they can make a difference and fix the problem with their donation.
  • Share your mission – here you can introduce your organisation, the reason it exists and how it will help the hero (supporter) to fix the problem.
  • Call to action – tell the reader what they can do right now to solve the problem.

It’s important to remember that your fundraising story should always be about your supporters. The use of the word ‘you’ throughout your story is important. People will give to solve a problem, not to your organisation. To help you with your fundraiser, make sure you check out the large range of fundraising products we offer!

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