Fundraising Story Examples: Inspiring Donors Through Storytelling

Reclaiming the Lost Art of Nonprofit Storytelling for Fundraising

There are many ways to convince everyday people to become donors to your nonprofit organization. A flashy fundraiser like a gala or festival attracts them to a good time.  Popcorn and wrapping paper sales entice them to buy holiday items they were probably going to buy anyway (why not let the money go to a good cause?). But nothing tugs on the heartstrings of a potential donor quite like a good story.

Storytelling is often a valuable tool underutilized by nonprofits and to their detriment. You can share charts and statistics of how your nonprofit has benefited the community all day long, and people might read them. But will they be moved by them? Will they feel connected to them? Probably not.

But tell them a well-crafted (and true!) story of how donors like them personally re-homed three senior dogs on the verge of euthanasia in the local animal shelter, and you have their attention. Share the story of a troubled youth on the verge of incarceration who found refuge at a community center your organization facilitated, and they’ll be reaching into their pockets to give again and again.

Why? Because stories pull at the heartstrings. They connect with donors in ways that charts and graphs never will. Because in many cases, the average donor can connect with someone in the story. We’ve all needed a hand or loved someone in trouble. Helping donors identify with the needy party is a sure way to secure donations without hosting an event or spending a dime.

Key Elements of an Effective Fundraising Story 

If you have been a nonprofit for any amount of time, you have a success story to tell. All you need to do is identify which parts to use and how to bring them all together in a way that will reach your readers through screen and paper and inspire them to action. You might think there isn’t enough of a story to actually write a story. You might think the entire situation can be summed up in a couple of sentences, which is true.

But when dealing with conflict, human beings, and overcoming adversity, there’s always a bigger story to tell. Here are the essential components of a compelling fundraising story:

1.  some text
   1. A clear protagonist (character). Identifying the protagonist in your story is probably the most impactful part of the story. Your outreach might have affected the entire community, but it’s important to zoom in on just one person or family whose life was changed by your nonprofit because it’s easier for donors to identify with the benefactors. Share as much as you can (with permission) about this person so readers can really get to know them and feel their struggle.
   2. The challenge (conflict). Here’s another crucial element to the story. When describing the conflict your protagonist faced before your nonprofit stepped in, be specific. Were they starving? On the verge of losing their home? Ill and alone? Paint a mental picture that your reader can identify with. They may have never been in your protagonist's exact peril, but we’ve all struggled and longed for a rescuer.
   3. Resolution. Ah, the happy ending! This is where you tell how your nonprofit became aware of your protagonist’s struggle and what they did to help. Did you host a fundraiser? Did you use past donations? Were you able to connect them to the right people via a catalog of generous donors? Don’t be shy. Tell readers exactly how you helped the hurting protagonist because they could have a hand in helping the next person in need.
   4. Strong emotional appeal. Throughout the story, use descriptive words and phrases to tug on the heartstrings of your reader. We’re all human, after all, and it’s hard not to feel heartbroken when our fellow man is hurting. If you are telling a true story of how your organization helped a person in need, it’s not manipulation. You’re simply using the resources at your disposal to help the next person in need.
   5. Clear call-to-action. If you include the story elements described above, you’ll tee up a call-to-action perfectly. In your final paragraph, tell readers exactly how they can have a hand in the next success story. Link your donation page. Tell them about upcoming fundraisers. Invite them to your next event. Tell them about a pressing need in their community. They’ll be eager to help.

Examples of a Successful Fundraising Story

We’ve given you the elements to craft a successful, emotionally engaging fundraising story, but we know an example can be helpful. Below is an exceptional story from Compassion International to use as a guide:

Wendy and Her Mother Gain Peace in Chronic Illness

When Wendy received a devastating type 1 diabetes diagnosis, the Compassion center’s constant support reminded her and her mother of God’s loving care.

At 9 years old, Wendy skipped everywhere she went. She skipped down the dusty streets of her neighborhood in Bolivia, her dog Bobby following her dancing heels. She skipped around her yard and picked the avocados growing there. Her favorite class at school was physical education — another place to skip!

Wendy’s mom, Aidee, was the first to notice that her daughter wasn’t skipping anymore.

“She wasn’t feeling good,” says Aidee. “She had headaches, and she was always thirsty and had to go to the bathroom a lot. Sometimes she would cry because of the pain.”

Aidee felt a deep dread as she noted her daughter’s symptoms because they were the very symptoms she experienced herself just before being diagnosed with diabetes.

Bad News with No Cure

Dr. Juan is part of a network of doctors who conduct medical checkups for children registered in Compassion centers. He and the other doctors look carefully for early signs of illness, especially those that can be life-threatening if left untreated.

When Aidee brought Wendy in for her annual checkup with Compassion, she mentioned Wendy’s symptoms. Dr. Juan saw enough to raise his own concerns, so he sent her bloodwork to the city for testing.

The results moved Dr. Juan to immediate action.

“Wendy’s results were very shocking, very alarming,” says Dr. Juan. “She had practically no insulin in her body […] This told me she had type 1 diabetes. At that time, we decided to send her to a pediatric endocrinologist.”

As a diabetic herself, Aidee was devastated. She knew the lifelong struggle of living with diabetes and the long list of complications that her daughter could face.

“I felt very bad,” says Aidee, reflecting on those first stressful days in the hospital. “She’s so little, and now she’s going to live her whole life with this. There is no cure.”

Dr. Juan wanted to reassure Aidee that her daughter could learn to live with her illness. But he also knew that Wendy’s path to health would now be long and expensive.

Adjustment to Long-Term Care

Unlike type 2 diabetes, which is easier to manage with pills, Wendy’s type 1 case meant that she would need to take insulin. The treatment would cost hundreds of dollars every month. She would have to endure finger pricks and shots into her stomach multiple times every day, and missing even one day could cause dangerous health problems.

“Without treatment, patients can die very fast, in a couple of hours,” says Dr. Juan. “We also have the chronic complications. They can become blind. They can have kidney damage and need dialysis. And this is much worse with type 1 — this can all happen in 10 or 15 years.”

Aidee absorbed all this information while trying to calm her little girl. Wendy begged to go home from the hospital and be free from the daily shots. How could Aidee tell her that the shots would not go away? And how would Aidee ever be able to afford the astronomical cost of the insulin that was vital for Wendy’s health?

Thankfully, Aidee soon had the answers to these worries.

Once Wendy was finally stable enough to come home, Aidee told their Compassion center about her daughter’s diagnosis. The staff quickly explained that they would reimburse her for Wendy’s medication and cover the cost of a nutritionist. They would also help pay for the fresh fruits, vegetables and whole grains that Wendy now requires to maintain her insulin levels.

“A lot of the time, we diagnose a patient, but they can’t afford the treatment, and it’s very sad,” says Dr. Juan. “If we can only give a diagnosis but not help them treat it, I feel that we are not helping. But [with Wendy] she is receiving the treatment, the insulin.”

The weight of caring for her daughter caused great fear and stress for Aidee. She worried that Wendy would face the terrifying complications she heard about at the hospital. Aidee needed to work to help her family survive, but she couldn’t leave for work and monitor Wendy’s health at the same time.

Just when the questions began to overwhelm her, Aidee would remind herself of Compassion’s support. The care of the Compassion staff eased Aidee’s worries, preventing the stress from making her own health issues worse.

“Compassion has helped me to be calm, which is good,” says Aidee. “When I am not calm, my own diabetes gets bad.”

Even watching Wendy pray over a meal reminded Aidee that she and her little girl were not alone. God provided what they needed. He gave them the food on their table and the loving tutor who visited Wendy when she was too ill to go to school or to the Compassion center.

A Foundation of Independence & Hope

Wendy’s health slowly improved with each passing week. Now, her headaches have lessened, and her constant thirst has eased. Her mother watches her closely and carefully prepares the fruits and vegetables she receives from the Compassion center.

Wendy’s medical care still costs a lot of money. Since Aidee had to quit her job as a cleaner so she could help care for Wendy, she sometimes struggles to collect the funds. But with support from Compassion, Aidee has been able to care for her daughter. She can keep her healthy and safe from the complications of diabetes.

“I’m willing to do anything for my daughter,” says Aidee. “I love her so much. But since Compassion is helping us, we are happier. Without their support, I don’t know what we would do. I would probably have to work more and leave Wendy at home. Maybe I would have to sell my little house, or even go to work abroad.”

Instead, Aidee is teaching her daughter how to care for herself. Wendy has learned to test her own blood sugar. She even gives herself insulin shots in her stomach without flinching.

And, perhaps most encouraging of all, Wendy skips again.

“When you have a healthy body, you can play, have fun with your friends and sing hymns at the church. You’re happy,” says Wendy. “And when my mom [leaves the house], I am not scared. I can take care of myself. I’m not crying anymore.”

For Wendy, healing is about so much more than blood sugar and insulin levels. Instead of worrying about what she will eat, Wendy prays over the food she receives. And without the constant pain that used to limit her, she can freely sing praises to the One who cares for her body and soul.

Wendy and her mother have been healed from the fear that came with illness, and they are moving forward with restored hope for the future.

Here’s what we love about Wendy’s story:

1. Relatable protagonists. Most of us either love someone with a chronic illness or have a chronic illness ourselves. The description of Wendy and her mother is easy to relate to, making it easy to support through donations.
2. Descriptive language. The opening of the story is so descriptive that readers can practically see Wendy skipping happily with her puppy. Then, when the writer describes her devastating illness, it’s hard not to feel a swell of emotion. Emotions lead to action.
3. A clear solution. Compassion International provided the tools Wendy and her mother needed to support Wendy’s health. Without them, they would have been lost and Wendy could have lost her life. This establishes Compassion International as a legitimate nonprofit worth supporting.

The only thing we would change about this story is it is missing a clear call to action. A simple link to a donation page or fundraiser is all it would take to move a reader from an emotional response to the type of action that would support more families like Wendy’s.

Creating a Powerful Fundraising Story: Step-by-Step Guide 

If you still feel lost about writing your own fundraising story, don’t worry. Here’s a step-by-step guide to help you craft a narrative that resonates.

1. Know your audience (donors). Understand who they are, what motivates them, and their values. For instance, if your nonprofit serves children, assume you are writing to parents and grandparents concerned about the welfare of their own children. Consider what causes resonate with them and align your story accordingly.

2. Define your purpose. Clearly state what you are raising funds for and why it matters. Be specific about the impact of the funds so potential donors can share your vision. Include a tangible goal to drive urgency and action.

3. Create a relatable protagonist. Use a person (like Wendy!) or community affected by the conflict as the centerpiece of your story. This could be a beneficiary, a volunteer, or even an inspiring leader. Illustrate their struggles, hopes, and dreams to create an emotional connection.

4. Structure Your Narrative

• Beginning: Introduce the protagonist and the challenge they face. Establish context to engage the reader.
• Middle: Describe the conflict or the situation that needs to be addressed. Highlight the stakes involved.
• Climax: Present a turning point where help is needed. This is where you ask for support.
• Conclusion: Share how donations will make a difference. Offer a hopeful vision of the future.

5. Use emotional language. Use anecdotes that evoke empathy and inspire action. Be sure to include quotes, images, or videos that enhance emotional appeal.

6. Be authentic and transparent. Provide clear information about how the funds will be used. Transparency builds trust, after all. Don’t shy away from mentioning obstacles. Show how overcoming them is possible with support.

7. Call to action. Clearly articulate how donors can help and what their contributions will achieve. Encourage immediate action by highlighting deadlines or matching gift opportunities.

8. Edit. Revise for clarity to ensure your story flows well and is easy to understand. Share drafts with colleagues or friends to gather input and make necessary adjustments.

9. Optimize for different platforms. Adapt the story for various formats—websites, social media, email campaigns, or print materials. Be sure to use engaging headlines. Many readers will skim your story and having short, engaging headlines will direct their eyes to the most important parts of the story.

10. Follow Up. After fundraising, keep your donors updated on the impact of their contributions. Share success stories to build long-term relationships.

focusing on personal narratives, clear goals, and emotional connections, you can create a compelling case for support that motivates action. Remember, storytelling is an ongoing process—keep refining your narrative based on feedback and results!

Leveraging Digital Platforms to Share Your Fundraising Story 

Like all good stories, your fundraising narrative must be shared. Sharing fundraising stories with the public raises awareness for your cause, builds credibility among your community, and converts readers into donors. Thanks to the digital age in which we live, there’s no better time to share exciting news across multiple platforms and broaden your reach. A few of our favorite online platforms are:

1. Social Media (Facebook, Instagram, Twitter): These platforms allow for visual storytelling and engagement. Use posts, stories, and live videos to connect with your audience. These platforms have a character limit for posts, so either condense your stories appropriately or make a series of posts to tell the entire story. Don’t forget to add paragraph breaks every few sentences for easier readability. Most people scroll social media on their phones and will scroll past a large block of text.
2. GoFundMe: Ideal for personal fundraising stories, GoFundMe allows you to create a detailed page with updates, photos, and videos. Plus, GoFundMe is already set up to collect donations, making it easier to convert readers into donors.
3. Medium: Here’s a great platform for longer, narrative-style stories. By utilizing SEO techniques, you can reach a broader audience interested in personal stories and causes.
4. YouTube: Video storytelling can be powerful. Create a documentary-style video or share testimonials about your fundraising cause for people who would rather watch than read. This is a great time to include the beneficiary (i.e. protagonist) of your story if possible.
5. TikTok: Short, engaging videos can quickly capture attention. Share quick updates, behind-the-scenes looks, or personal anecdotes with your audience and watch engagement skyrocket.
6. LinkedIn: LinkedIn is a sadly underutilized platform that is great for connecting business owners and notable community members. For professional causes, sharing stories on LinkedIn can reach a network of potential donors who may resonate with your mission.
7. Blogging Platforms (WordPress, Wix): A dedicated blog allows you to share detailed stories, updates, and impact reports over time.
8. Email Newsletters: Regular updates through email can help maintain engagement with your supporters and share compelling stories. Send engaging stories right to your donors' emails and eliminate the middleman of social media and blogs.
9. Crowdfunding Platforms (Kickstarter, Indiegogo): These not only help with fundraising but also allow you to tell your story in a structured format to potential backers.
10. Podcasts: For those who are too busy to read or even watch, podcasts are all the rage. Share stories through audio formats, discussing your journey and inviting guests who can share their experiences related to your cause.

Combining several of these platforms is a surefire way to maximize your impact and broaden your reach. Be sure to share links to your stories on all social media platforms, websites, and email newsletters alongside quality pictures so nobody misses out on the important work you’re doing.

Using Visuals to Enhance Your Fundraising Story 

We are a visually driven society.  Social media posts that lack a picture can easily be lost in the news feed of enticing photos and videos. Adding a simple graphic, picture, or video, however, grabs the reader's attention and shouts, “Notice me!”

No matter which digital platform you choose, make sure you include a few pictures or visuals. Including pictures and videos brings your story to life. They convey your fundraising message more effectively and create a lasting impact on donors.

Remember the example we shared from Compassion International? They didn’t just describe Wendy and her dog. They included a picture of the two of them skipping down the road that readers won’t soon forget. Looking into the face of the little girl whose life was saved by the impactful work of a nonprofit took her story from words on a page to a space in the readers’ hearts.

When crafting your story, include a picture of the protagonist (with permission, of course). If possible, include an interview with the protagonist so readers can hear the story from their perspective. If a fundraiser was involved in the resolution of their problem, share pictures. Donors are interested in the how of your protagonist’s rescue and it gives them a glimpse of your mission’s heart.

You don’t have to have an entire photo gallery for each story, but including a few high-quality photos and videos is a simple way to connect with donors and bring your story to life.

Evaluating the Success of Your Fundraising Story 

With any fundraising effort, you must measure the success of your efforts to know what you’re doing well and what you can improve. Keeping detailed documents for how each dollar is raised is also crucial to maintaining tax-exempt status with the IRS. Here are some key performance indicators (KPIs) to measure the success of your storytelling efforts.

1. Engagement rate: Measure likes, shares, comments, and interactions on your posts. Higher engagement indicates that your story resonates with the audience. This can be done by simply turning your social media pages (Instagram, Facebook, ect.) into a professional account.
2. Reach and impressions: Track how many people have seen your content. This helps assess the visibility of your story. Comparing metrics on different stories can tell you what caught your reader's eye (photo, video, writing style, layout) and what made them scroll past.
3. Click-through rate (CTR): For links to fundraising pages or additional content, a higher CTR shows that your story is compelling enough to drive action.
4. Conversion Rate: Measure how many people took action after engaging with your story (e.g., donations made, shares, sign-ups).
5. Audience Growth: Monitor the increase in followers or subscribers after sharing your story. A growing audience indicates successful outreach.
6. Video views and watch time: Track how many people viewed your videos and the average watch time for video storytelling. Longer watch times suggest more engaging content.
7. Bounce rate: On your website or landing pages, a lower bounce rate means visitors are interested in your story and are exploring further.
8. Time spent on page: For blog posts or dedicated storytelling pages, longer time spent on the page indicates that readers are engaged with the content.
9. Feedback and testimonials: Collect qualitative feedback from your audience to gauge emotional resonance and impact.
10. Fundraising total: This is the part you want to share with the IRS and board of advisors. Using the methods listed above, track how much revenue was collected as a direct result of your storytelling efforts.
11. Return on investment (ROI): Assess the cost of creating and promoting your storytelling versus the funds raised or engagement generated.

Using a combination of these KPIs can give you a comprehensive view of your storytelling success and help refine future efforts! Don’t worry if your first few attempts don’t bring in high numbers. Like all fundraising efforts, it will probably take a few attempts to figure out what resonates with your readers.

FAQs About Storytelling Fundraisers

1. How do I choose the right story for my fundraising campaign?

The success of the campaign depends less on which story you tell and more on how you tell it. Choose a story that highlights the heart of your mission (children, veterans, pets, ect.), highlight the protagonist of the story with rich, emotional language, and describe exactly how your nonprofit changed their lives.

2. How can I incorporate visuals effectively into my fundraising story?

Simply add quality photos and videos of your protagonist and their families throughout your social media and blog posts. The visuals will grab your audience's attention and make your story more compelling.

3. Which digital platforms are best for sharing fundraising stories?

Social media platforms like Facebook, Instagram, Twitter, and LinkedIn, along with blogs and fundraising outlets are great places to share your fundraising stories. For best results, share your stories on multiple platforms.

4. What steps can I take to improve a fundraising story that isn’t performing well?

If a story isn’t performing well, add visual graphics and a personal interview with the protagonist. You can also utilize popular hashtags on social media to reach a wider audience.

5. Can storytelling be effective for smaller nonprofits with limited resources?

Absolutely. Thanks to social media, storytelling fundraisers don’t have to cost you a dime and can be extremely lucrative for your nonprofit when you tell the story effectively.

Start Running Effective Storytelling Campaigns Today

We hope this article has encouraged you to try raising money through storytelling. No matter who your nonprofit caters to, you have a success story waiting to be shared with the world. Start by choosing a protagonist whose life was changed by your mission and tell the story in a way that will grip the heartstrings of your readers. Then, add a few visual graphics, share on social media and related websites, and watch the donations roll in.