tell an unfinished story

Break out the pumpkin spice! (Iced, if you’re in Austin, TX like me.)

‘Tis the season to dip into my bag of magic tricks that make year-end fundraising appeals shine and SUCCEED. The tried and true tactics I’ve learned over 20+ years in the field include:

• Write like a human, not like an institution. (Or a bot.)
  Keep it conversational, personal, and emotional.
  
  

• Get to the ASK quickly, clearly, and repeatedly.
  
  

• Use the P.S. as prime real estate.
  
  

• Create short copy blocks surrounded by lots of white space. Write in short, simple sentences at grade 6-8 reading level. (Test it with this handy tool.)
  
  

• Use twice as much “you” as “us” language. (Test it with this handy tool.)
  
  

• DON’T use a photo that undermines the need or problem. No toothy grins implying “all good here!” Instead, go for empowered neutral expressions and tone.
  
  

But there’s one more biggie.

HERE’S THE #1 TRICK TO RAISE MORE MONEY WITH YOUR APPEAL:

Tell an UNfinished story.

An incomplete story.

A story that demonstrates the NEED you’re asking the donor to help meet or the PROBLEM you want the donor to help solve.

Stop telling a finished, “mission accomplished” story that goes like this:

”Here’s what happened to Jane. Here’s how we solved it. Things are great for Jane now! Help us do the same for someone else like Jane.”

You do need to tell finished stories often, all year long. But they’re for stewardship and cultivation. Tell finished stories — where a happy ending has been achieved — in thank-yous, impact reports, newsletters, and celebrations. NOT in appeals.

HERE’S WHY:

A finished story in an appeal shuts the door in the donor’s face… psychologically.

A finished story tells the donor “You’re not urgently needed here, we’ve got this… Look how great we’ve already done!”

A finished story undermines trust — because “someone just like Jane” feels abstract and phony.

On the other hand… an UNfinished story makes space for the donor, invites them in, and tells them they are needed. Right now!

Let the donor finish writing the story by making their generous gift. Give them the chance to help write a happy ending.

HERE’S HOW:

Tell about one person whose situation is typical of those you serve… only up to the point where your organization is needed.

Stop the story there.

Make the ask.

Then make the offer: Tell how the donor’s gift can help write a happy ending. What will their gift do to help meet the need or solve the problem?

Remind the donor that the happy ending is possible if they help.

HERE’S THE DEAL:

Your story must be a bridge between what the donor hopes to contribute to the world and their ability to do so.

If your story’s not a bridge, it’s a barrier.

(to paraphrase fundraiser Floyd Jones)

P.S. Fundraising friends on my email list got a sample appeal, showing what UNfinished storytelling looks like in practice. Join my list here.