Let's Get Personal: Storytelling for Donor Engagement

Suzanne Bellanger
Assistant Director, Stewardship Marketing
Brown University 

Photo Credit: Adobe Stock 

There is a lot of power in a good story. One that elicits emotion and strikes a chord. One that entertains, inspires, and leaves a reader wanting to know more . . . or in some instances, to do more.

As a mission-based organization, you have a story to tell. And most likely, your loyal donors already know the basics — the why, how, and what part of your story. But in order to keep existing donors engaged and draw new ones in, you need to go deeper than that. You have to introduce them to “the who."

Statistics and numbers can be compelling, but they’re never going to evoke emotion or deepen a connection. There’s nothing warm and fuzzy about a percentage point or a climbing average. Yes, your donors probably want to know that you increased financial aid by X% and improved the average monetary award by $XXX per student. But it’s the fact that Tamara Jones was only able to attend your institution because of the financial aid she received, and while she was there, she accomplished x, y, and z, became the first in her family to graduate from college, and then went on to solve global warming (or something like that). 

Sharing the stories of people directly affected by the generosity of your donors is one of the most compelling ways to demonstrate impact. It humanizes your cause and makes it real for your donor.  

Think about areas where you can add personal stories alongside the impressive statistics you want to share. Each communication channel presents a unique opportunity to put your stories in front of the people you rely on for continued success. Of course, each story needs to be tailored for the avenue you’re sharing it through, but by following some best practices for each medium, you can develop a suite of touchpoints that paints a much more personal story about who you are as an organization and the impact your donors have through their support of your mission. 

Stories for Social Media

The key to a successful social media story is using visually interesting imagery and succinct but powerful copy. The image is the star of the show here as it will stop the reader from scrolling past, but a compelling caption (for Instagram) or a short narrative (for Facebook and LinkedIn) will draw them in. Focus on donor impact. 

Website Stories

Website stories can be quite a bit longer in length than the ones shared on social channels, but the same strategy still applies — appealing imagery and concise, compelling copy. They should also be evergreen, able to live on your website and still seem relevant months later. These are stories that you can link to from other efforts — a newsletter or an email appeal for example — so they should demonstrate the impact of donor support and highlight an ongoing need.

Appeal Profiles 

Appeal profiles should also be short and include an image or two. It’s extra important here to demonstrate the ongoing need while showing gift impact. Instead of featuring a completed success story, use one with a work-in-progress angle. “First-generation UX student from a low-income background, I am so grateful for the financial aid I receive each year. It is the only way I am able to attend UX and allows me to focus on my studies and take full advantage of all the benefits UX provides without having to worry about an overwhelming debt burden waiting for me when I graduate.” 

The Common Thread

Though the writing style, length, and messaging may differ for each medium, one element remains consistent across channels: the story must feel personal. When you’re drafting it, ask yourself if the reader will be able to learn three things — one each about the person featured, your organization, and how their gift contributes to the story. 

Your success stories are your most powerful communication tool. Find ways and reasons to include a story of some sort in almost every touchpoint you share with donors and prospects, and you’ll develop deeper, more meaningful interactions that introduce them to the people behind the statistics. And that should translate into increased engagement and ongoing support. 

Suzanne Bellanger is the Assistant Director of Stewardship Marketing at Brown University. In this role, she leads the strategy, development, and execution of stewardship marketing and donor recognition programs for units across the Brown University Division of Advancement. She has previously held client management and marketing strategy roles at other mission-based organizations as well as marketing agencies focused on the non-profit sector. Suzanne is passionate about giving back and holds board of director positions for the Marion Art Center and Girls on The Run Rhode Island and volunteers as a grant writer for Our Sisters’ School. She lives in Marion, MA, with her husband, Marc, and two children, Claudie and Gavin.