We're Julie Cooper and Brett Cooper, fundraising copywriters for great causes. Does your fundraising bring in as much money as it could? You can send donor communications that stir hearts to action. We'd love to help. π Start by subscribing to our FREE and fun weekly newsletter.
Tell your best stories of need, then tell your best stories of impact
Tell your best stories to touch a donorβs heart. This is the 145th Fundraising Writing Newsletter. If you find value here, please tell a fundraising friend. (Your fundraising friend can βsubscribe here for free.)β In this issue: β Tell your best stories of need, then tell your best stories of impact β In 2 days, will you be on the Tom-Ahern bus too? β Randomly yours: to inspire and recharge you β Tuesday, September 10, 2024 Hi Reader, You may have heard something like this...
This is true, generally. But one thing to keep in mind that sounds obvious yet is more nuanced than you might think... Tell your best stories of need, then tell your best stories of impactLet me explain it to you this way... The other day, Brett and I received an email with a question (edited for clarity): I have a question about the two-fold relationship between the appeal and the newsletter. If the piece is an appeal that centers around the needs of a specific person, should the next newsletter focus on the impact of the donorβs gift for that specific person too? Must you do this to complete a story arc? In other words, does the newsletter need to tell the end of the story that was featured in the appeal? Here's how Brett and I answered the question: The story arc concept β Part 1 as the problem/need/appeal; Part 2 as the solution/impact/newsletter for the same story β is the ideal ... but isnβt always practical in the real world.
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For example, in the short time between the appeal and the newsletter, the story of need isnβt always resolved completely when you need to write the impact story for an email or newsletter.
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We and our clients have always preferred different stories for each. Donors respond to appeal stories and impact stories as separate things that don't necessarily need to connect except "in spirit."
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We've found that it's best to tell your best story of need and then tell your best stories of impact. For various reasons (e.g., you don't yet know the impact, as noted above), your best stories of need and your best stories of impact may not overlap.
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We think of it almost like different "genres." Some stories lend themselves to appeals, some to impact stories/reports/newsletters.
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Keep in mind that an appeal tells the story of need with urgency and a call-to-action, telling the donor the good that will happen when they make a gift to help people like the person in the story.
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Impact stories tell the whole story β the whole arc. They can do this because the donor was there, in the middle, helping to bridge the need and the impact.
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Side note: there are other ways to frame appeal stories, of course! We've had success with appeals that include impact as well, but they're trickier to pull off/riskier.
"Tell your best story of need and then tell your best stories of impact" is repeated here several times because I'm hoping it will stick in your brain. It's your reminder that your best stories of need will likely be different from your best stories of impact. That's okay. Your donors will "feel complete" so long as you give them compelling stories of need with a good offer for a donor-sized problem they can help fix . . . and compelling stories of impact that demonstrate some of the good things that happen when they give. Consider keeping separate notes, some notes for your Stories of Need and other notes for your Stories of Impact. Put your best foot forward for each "genre" of fundraising writing, and you'll make great strides with your donors! In 2 days: will you be on the Tom-Ahern bus too?βJoin us!β The last Tom-Ahern-mega-webby of 2024 will be happening in 2 days, on Thursday, September 12th. It could make your day and possibly your year! Tom Ahern and Jeff Brooks (with a little help from me, your moderator) will cover all things DM and digital appeal writing. Things you should know but don't, things you did know but forgot, things you don't know but will soon! Judging by our experience, a good, productive time will be had by all! Special guest expert? The one and only Jeff Brooks! Randomly yours: to inspire and recharge youFor your brain, heart, and funny bone...
Until next time: May you always relish the wonderful privilege of telling your amazing stories of need and impact. Grateful,
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We're Julie Cooper and Brett Cooper, fundraising copywriters for great causes. Does your fundraising bring in as much money as it could? You can send donor communications that stir hearts to action. We'd love to help. π Start by subscribing to our FREE and fun weekly newsletter.
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