As stewardship professionals, we understand the importance of messaging. We spend a lot of our time crafting the perfect prose to convey impact to our donors, which means it's easy for us to forget that our volunteers might need a little coaching when it comes to storytelling.
Volunteers, whether they be front-line or board members, have a personal connection to your organization. They wouldn’t be present, giving their time and talent, if that wasn't the case. When it comes to fundraising, that compulsion to be a part of your organization is the most powerful tool they have.
Let's face it—many volunteers (board members especially) are entrenched in the corporate world of analytics and procedure. It can be hard for them to tap into their emotional sides to express how important fundraising is to their communities. Fundraising can seem foreign and maybe even a little icky, especially for those who don't do it every day. People look at fundraising as asking for money. But that's the wrong way for them to look at it.
That's right. They aren't asking for money; they are offering people the opportunity to make an impact. When you flip that script for them, it makes it a lot easier and more natural for them to share their story and help your organization reach its goals. Everyone is capable of crafting a compelling story.
A good story can be broken down into three parts that appeal to the right brain and the left brain in turn—the right being the creative side and the left being the analytical side. A story should touch the right brain first, with a creative introduction that catches the listener’s or reader's attention, sets the scene and paints a picture, and establishes context.
Once the right brain is hooked, the left brain can kick in with facts and figures like how many people you are serving, and how the impact will be felt financially and in the community. Finally, a story should once again appeal to the right brain by tugging on the heartstrings, engaging something that returns the reader/listener to the original scene and is ultimately memorable.
Most especially, when writing their stories, your volunteers must learn that effective, compelling writing doesn’t need flowery language. They don't need to be proficient in the dictionary or thesaurus to write well. The key is to use active voice to create a story readers feel a part of.
For example, instead of saying “the whole city was destroyed by the hurricane,” you might say “a hurricane ravaged the whole city, destroying everything.” Which sounds more compelling?
Google an image of a person running. It's a static image, yet you know they are running because of clues in posture, the direction of their limbs, plus what you know from personal experience that a runner looks like. Your board members can translate this same idea into writing. Don't tell the reader he's running; show him.
Keep in mind that in the case of online fundraising, limited space and time to capture people's attention force us to be clear and concise in storytelling. Descriptive language and active voice can set the scene without adding unnecessary details.
When telling their story verbally, encourage volunteers to embrace the art of the pause. Tell them not to let nervousness take over those key moments of silence that allow the impact of their words to sink in.
It's like if you have a sponge and a bucketful of water. If you dump the whole bucket of water onto the sponge at once, it doesn't have time to absorb anything. But if you slowly let water drip out of the bucket – drip by drip – the water has time to sink into the sponge. It's the same with the listener's brain.
Sometimes volunteers find it hard just to get started. You can give them prompts such as “why are you passionate about our organization?” “How does our organization help the community?” The most important experience they can draw from is their own direct connection to the mission. Encourage volunteers to take advantage of opportunities, such as direct service work with your mission, engaging with students or faculty or, in my case, doctors and nurses. This can give them just the details they need to begin crafting their story. At that point, they have the meat and the “why,” they just need to add the colorful details.
We all tell stories all day long, but the best speakers are those with practiced proficiency, who use the elements of good storytelling to craft something truly compelling. If you can help a volunteer create their own stories based on a personal experience that touched their life, you will have an ambassador for life.
