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POWERFUL StorytellingP O C K E T G U I D E

Table of Contents

Why Stories Matter . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Story Sleuthing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Preparing for Interviews (5 Tips). . . . . . . . . . . .

Story Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Photo Do’s and Don’ts . . . . . . . . . . . . . . . . . . . . . . . . .

Story Structure Worksheets . . . . . . . . . . . . . . . . . .

Conclusion: Stories Do Matter . . . . . . . . . . . . . . .

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Stories matter.

They bring to life what you do every day. They paint pictures, create memories, and form connections. For nonprofits, stories show your donors and supporters the impact of their gifts in ways that statistics and facts can’t.

In most cases, reason doesn’t drive giving. Emotion does. Stories are one of the most effective ways to build that bridge. When done correctly, the stories you tell will be

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memorable, moving, and powerfully motivating.

As you probably know, some of the best storytellers in your organization are the people you serve. Your organization is changing their lives in powerful ways.

Whether you feed the hungry, shelter the homeless, match shelter pets with loving families, or provide another kind of service, no one knows better how profoundly your programs are needed than the people who use them. Whomever you serve, their stories “sell” your mission. Their power takes you on a journey — touching hearts in unforgettable ways.

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... the stories you tell will be memorable, moving, and powerfully motivating.

Everyone has a story — an experience that resonates. But finding the proverbial needle in a haystack can be difficult. Here are four places to start:

1. Your clients. They can offer the kind of moving, first-person impact stories that directly show how your donors’ gifts are helping.

TrueSensible Tip: If possible, get an entire family’s perspective on how they are being helped. A child may be able to offer a unique perspective on how your organization impacted their family.

2. Your staff. Program directors, facility managers, volunteers, and other staff often spend the most time “in the trenches.” They see your programs at work every day.

TrueSensible Tip: Make sure to ask about any memorable moments observed by your staff. For example: the look on a hungry client’s face when they received a hot meal, or the first time a frightened, abused dog accepted a treat.

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Story Sleuthing


3. Your Donors. Your supporters give because they want to make a difference. Sometimes, it’s because of something in their own personal history, or simply because giving makes them feel good. These kinds of stories can be just as motivating to other supporters as the impact stories you tell about your clients.

TrueSensible Tip: Consider a story that forms a profile of a donor, in their own words, about why they give. These can help other supporters mirror those same actions and feel just as good about giving as the profiled donor.

4. You! Your personal perspective can yield some very powerful storytelling. Look for story leads to use in speeches, with groups, or in print. Keeping a repository of stories to use is a good way to ensure you can match the right story with the right audience.

TrueSensible Tip: Don’t forget the details. Your memories are rich with sights and sounds … these are the kinds of gold nuggets that make stories authentic and memorable.

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Conducting an interview with a client can seem daunting, but a little preparation can go a long way.

It’s also important to be extremely sensitive. Depending on the type of services you provide, your interview may include a lot of very personal questions. Let your clients know that their comfort and privacy matter most. They can share as much or as little detail as they like. Perhaps your story can substitute a pseudonym for their real name. This can help them feel less pressure.

It can also be helpful to have a list of questions composed and ready to ask. However, some of the best stories emerge when you’re simply having a conversation.

Here are 5 specific tips and techniques to help you prepare for an interview:

1. Keep your questions brief and open-ended to elicit a longer response. For example, instead of asking a parent with a sick child, “What was your child diagnosed with?” Ask, “Tell me about the day your child was diagnosed.”

Preparing for Interviews (5 Tips)


2. Conduct a conversation more than an interview. Try to look for common ground. Is there something you know about the person that you can talk about first? A favorite sports team or a shared love of cooking? Breaking the ice by simply talking can help someone feel at ease.

3. Keep blank paper and crayons or markers on hand. If there is a child present during the interview, ask them to draw a picture of something that makes them happy. Then discuss what they are drawing. Children are often reticent about answering a direct question, but they love to talk about something they drew. That can unearth details and emotions that might never have come up during an answer to a question.

4. Bring the right materials. It can be difficult to write down answers verbatim and keep the interview humming along at the same time. Using a digital recorder ensures you cite the proper quotes in your story and allows you to focus on follow-up questions. You’ll also want to make sure you have release forms available. It’s important to have these standard forms signed to allow you to legally use personal stories and photos.

5. Ask the unexpected. While it’s important to get the story chronology and facts correct, unusual details are what help make a story stick. Find those nuggets — and mine them to make your story memorable and powerful.

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The structure of a story used in any medium is essentially the same. More and more, though, stories are being shared online. Online stories are typically much shorter and easier to scan than their print counterparts — making every word and quote used very important. Regardless of the channel you use to share your story, remember The Six A’s:

Arc: This is the basic story structure — with a beginning, middle, and end. Define the arc first to help build the structure of your story.

Audience: It’s one of the first rules of marketing — and of storytelling, too: Know your audience. Whether you’re speaking to your Board or to a high-end supporter, tailor your story to your audience. For example, a high-end donor might not want to hear about detailed medical procedures in a story about a person with illness. But if that donor is a physician, those details matter.

Angle: A good angle is the entryway to your story. It pulls readers in. Powerful storytelling leaves readers craving more details and hanging on every word. The angle can often be crafted as the lead-in to your story. It sets up the entire mood. Try starting your story with a memorable detail you learned. Or perhaps start your

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Story Structure


story at the end — rather than from the chronological beginning. You can even try opening your story with a direct quote. Make it magical and memorable.

Action: Stories often have some sort of tension or conflict. That’s their raison d’être. For example, it could be that an impoverished family lost their home and had nowhere to stay. Or that a senior citizen was suffering because she couldn’t afford to pay for groceries and her medicine. This “action” keeps readers engaged, because they’ll want to find out how it gets resolved.

Answer: Once you’ve created your story’s action, you’ll also want to present an answer or a resolution. Using one of the examples above, it could be that the family was able to find shelter, and a chance to get back on their feet. Try to keep the answer in your stories focused on not only what happened, but how. Which leads us to …

Affirm: Affirming your audience — your donor, your Board, or whomever you’re telling your story to — is a natural segue into your call to action. By using phrases like “Because of you” or “Your gifts mean …” you’re affirming their support and creating deeper loyalty. You’re telling them how their gifts have a direct impact. Affirming your audience also makes them a part of the story, creating even more of a connection.

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Photo Do’s: Have your camera charged and ready to go

Take as many photos as you can

Ensure that clients know you will be taking photos, so they can prepare if they’d like

Confirm that they are willing to take photos before you do so

Take shots that include close-ups and good eye contact

Focus on authentic moments — a tender hug between parent and child, for example

Look for the unexpected

Try to make photos look natural and unplanned

Capture different environments — inside or outside

Try unusual angles, such as getting a floor-level shot while a child is playing with a toy

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Photo Do’s & Don’ts


Photo Don’ts: Take standard group shots — the best photos focus

on one or two people

Assume someone will be willing to have their photo taken

Force a photo if your client is not feeling well

Have them pose — it looks unnatural

Make it look like a professional studio shot — realistic photos are compelling

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Now that we’ve covered the basics of story gathering, it’s time to develop your story. As you do, remember The Six A’s:

Use the following pages as a guide to your story structure.

Arc: ________________________________________________

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Audience: ___________________________________________

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Angle: ______________________________________________

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Story Structure Worksheet


Action: ______________________________________________

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Answer: _____________________________________________

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Affirm: ______________________________________________

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Arc: ________________________________________________

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Audience: ___________________________________________

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Angle: ______________________________________________

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Story Structure Worksheet


Action: ______________________________________________

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Answer: _____________________________________________

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Affirm: ______________________________________________

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We end with how we began: Stories matter.

The best stories are authentic, passionately told, and emotionally resonant. Remember to make it all about the people being helped. Look for the details that stick. And share your story in a way that moves and motivates. Your readers or audience will not remember every detail. But they’ll remember how their hearts were touched. They’ll remember that they helped someone. And they’ll remember that giving makes them feel good — which will cause them to want to give again and again.

Why do stories matter?

Because the work you do matters. The stories you tell show exactly how to do that.

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Conclusion: Stories Do Matter

Direct-Response Fundraising in Mail, Digital, Broadcast, Print, and SocialTrueSense.com 877.TRU.MKTG @TrueSenseMktg @TrueSenseMarketing

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