Too often, however, fundraisers (as well as other nonprofit professionals) are too focused on the immediate task at hand: to help those who are in need the most, be it a person (or persons) experiencing homelessness, a victim of domestic violence, an illness which needs to be alleviated. And unfortunately, these nonprofit professionals don’t concentrate enough on the background story behind the need/situation, or reporting back the results after the need has been met. Yes, fund generation is often paramount, but we need to showcase the human factor and the results of our work. And do so timely, and with humanity. Otherwise, we end up undermining our long-range fundraising mission.

For those of us who donate to charities, we are not that different than people who are shopping around for a widget. We want the best product for the money. And we personally want to feel good about that investment, which is what philanthropy is all about. To quote Dr. Sara Konrath in an article in Psychology Today:

Most people give to causes that affirm important values, including compassion for those in need. Donors are also more likely to give when they think that their donation will make a difference. But donors don’t give only from the heart…They also consider the costs and benefits of giving and the benefits to themselves, such as feeling good or looking good to others.

So, it is not just about doing a good job of identifying the problem and addressing it effectively. We need to announce the results so that those involved will know that their time and money have not gone to waste. Moreover, the report itself should be a comfort to the reader. This brings us to the topic of style and framing your content.

One of the best publications I’ve seen in years regarding the art of storytelling for nonprofits is from Network for Good e-book “Storytelling for Nonprofits”.  It’s a free download that reminds us that “crafting a compelling story isn’t always easy, and that not all stories are created equal.” It includes how to:

• build elements of a great story
• choose the best, most effective stories to tell
• incorporate powerful visuals
• use emotion and a sense of urgency to motivate audiences
• and, tell your story through different vehicles such as social media.

But wait, there’s more!… (as the commercial says)