Get your stories out, bring donors in

If your organisation needs to engage donors to reach its vision, then storytelling isn't just a strategy—it's the heartbeat that connects organisations with their donors on a profound level. In over two decades of working in the global development space, I've supported and led many fundraising efforts and experienced how compelling narratives have transformed fundraising efforts across sectors like humanitarian aid, climate change, indigenous rights, and global health.

Storytelling serves as the bridge that allows non-profits to forge emotional connections with supporters. When donors hear stories illustrating an organisation's impact, they're not just presented with facts; they're immersed in the lived experiences of those affected. This personal connection fosters empathy and compassion, deepening understanding, and inspiring shared purpose.

So, if your organisation is making an impact, then tell the stories of those you serve. Be bold, loud, and clear about how your work has supported people.  Focus on how their lives have changed because of your interaction.

Consider the Nature Conservancy's climate change initiatives. By sharing the story of a Kenyan community working with the Conservancy to restore land and improve agricultural practices, donors saw tangible outcomes. This narrative of community resilience and environmental stewardship moved donors to support climate programs.

In Indigenous rights advocacy, the Rainforest Foundation US utilised storytelling to rally support for protecting the Amazon rainforest and supporting indigenous communities. Through moving video campaigns, viewers saw the vital role of Indigenous Peoples in safeguarding our planet. This narrative of environmental activism and cultural preservation inspired action and support.

Even amid the COVID-19 pandemic, non-profits like Liberated Capital mobilised resources for vulnerable communities through storytelling. Compelling stories of how indigenous groups were affected by the pandemic and the impact of rapid response grants helped raise over $1 million to support indigenous communities in the U.S.

The Tenure Facility's success story with the Audacious Project serves as a compelling example of how storytelling can drive non-profit fundraising. In 2023, the TED Audacious Project announced grants totalling $900 million, with Tenure Facility among the recipients. What did Tenure Facility do right? It effectively utilised storytelling to showcase the tangible impact of its work. By highlighting accomplishments like advancing collective tenure security for 14 million hectares of land across 13 countries, Tenure Facility demonstrated its track record of success. These narratives weren't just anecdotes; they were powerful testimonials that resonated with the Audacious Project's donors on a personal level.  I was Tenure Facility´s Chief Strategic Communications and Outreach Officer at the time and working with the Audacious team was an incredible learning experience. It wasn't easy to gather the stories as we were just coming out of the pandemic, we needed video, testimonies, and data. But the effort certainly paid off.

By humanising the stories and showcasing the real-world impact of Tenure Facility´s work, we fostered a deeper connection with potential funders which played a central role in securing significant funding from Ted Audacious.

These examples underline the transformative potential of storytelling in non-profit fundraising. By harnessing the power of narratives, organisations engage donors, illustrate impact, and inspire action. Leveraging storytelling across digital platforms like videos, social media, and email campaigns maximises reach and effectiveness.

In essence, storytelling and fundraising are symbiotic—each amplifying the other's impact. As non-profits navigate fundraising, storytelling offers a pathway to meaningful engagement, sustained support, and lasting change.