Let’s talk about storytelling, or as I like to call it, “Storywrapping”—wrapping your partners up in the story of the difference they are making.
Oddly, telling the story of what your organization does, in a way that reaches the heart—not just the brain—is not as easy as it sounds. We (people) inherently put ourselves at the center of things, including stories about others. While it may seem logical that the right way to communicate about your cause is to list all of your accomplishments (and there is a place for this), it’s not the most effective way to engage your partners.
In a recent coaching session, I said something harsh but true: “Your partners don’t care about your vision. That’s not why they are giving.”
WHOA. WHOA. WHOA.
I’ll give you a minute because I get it—that’s a shocker. But really….they don’t.
Your partners care about THEIR VISION and their calling. The reason they partner with your organization is that you help fulfill that vision and calling. There are endless causes, endless needs, and endless appeals. So why you? Why do they give to you? They give because you are doing something that aligns with their own purpose and vision. From feeding the hungry to caring for the orphan and rescuing the enslaved…it’s not about you. It’s about them and the object of their vision and love.
Changing this fundamental understanding will transform how you communicate with your partners. Your partners do not give TO you. They give THROUGH you.
Here is a practical example of how this changes the way you write your stories of impact.
Would you rather read:
We have a vision to end human trafficking. Because we know the signs to look for, this year our amazing team found 100 women who were suffering and trapped but invisible to many even though they were being trafficked in plain sight. Because of our dedication to training and readiness, our teams were ready to spring into action and help. Partner with us in our vision to end this modern day horror. Every donation helps our team reach further and rescue more women.
Or this:
Your heart breaks over the plague of human trafficking, and you may even feel powerless to make the difference you want to. But you aren’t powerless—your support helps train and prepare the {ORG NAME} team to find and rescue these women—some of whom are being trafficked in plain sight. Your dedication to ending this injustice empowers action, and resulted in the rescue of 100 women this year alone. From wherever you are, you are helping to end this modern day horror. Your compassion and generosity helps reach and rescue women every day, and your vision to end human trafficking is why this team is able to be on the front lines. Your partnership makes a difference every single day. Thank you.
With this in mind, I want to say thank YOU. Thank you for reading, for engaging, and for the wonderful feedback you send about how these insights are changing the way you fundraise. The reason you engage with Zion is not about us, it’s about you. You have a calling and purpose, and Zion is just a helper along the way.
We’re very honored.
With Joy!
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