One sure way to unlock the giving potential of your donors is to communicate a compelling and effective story in your appeals. But telling stories can be difficult for some, especially if you don’t understand what makes a good story work.
There are four building blocks of a powerful fundraising story. I call them the 4 C’s.
Your story needs at least two characters – The main character and the secondary character.
The main character can be a person, an organization, an animal, a plant, a place, or some other object. It really depends on the mission of your nonprofit, and the “client” you serve. The purpose of the character is to stir something inside the viewer. In the case of a fundraising story, the character is there to appeal to the donor’s inner values.
The secondary character is your organization combined with your donors.