The Story Behind “Story”

Photo credit: The Mark Twain House & Museum

Photo credit: The Mark Twain House & Museum

It seems like everywhere one looks theses days, somebody is talking about the value of “Story” in nonprofit fundraising, and deservedly so. Stories are a fundamental way humans can connect to ideas. We’re hard-wired to respond to a “good story well-told,” as Mark Twain described it.

Direct response fundraisers know that stories can be a compelling and sometimes overlooked mechanism for delivering nonprofit mission to market.

I am a big believer in using stories for fundraising, especially stories with an arc. Stories in which the protagonist experiences a change, bludgeoned by Evil in the opening (cancer, poverty, hunger, injustice, etc.), and ultimately saved by Good (donors who support the Charity of Salvation) at the end. Heck, I even wrote an article about the value of the Arc of the Fundraising Story several Continue reading