There are many ways to tell a story. Traditionally we think of a story as having a beginning, a middle, and an end. But many fundraisers often wonder: how do I know where to begin?
Two weeks ago, I shared one strategy for beginning your story, which is to lead with a question. In that post, I told you that by leading with a question you can capture your reader’s attention and get him or her thinking about a reality different from his or her own. This is a powerful tool, because it immediately shifts your potential donor’s perspective resulting in them being more engaged with the story.
Today, I want to show you another way to write a compelling opener.
Put your audience in the action from the start
As I said at the beginning of this post, we usually think of a story’s structure as a beginning, a middle, and an end. However, when approaching a fundraising story in this way, many organizations leaving out the most important element: connection. The beginning of a fundraising story should really be about establishing and cementing a connection with the reader; not just merely stating the facts of the story.
Ideally, we want to connect with our audience as quickly as possible. This increases the likelihood that they will stay engaged with the story through to the end.
Unfortunately, I too often see nonprofit stories using the beginning to provide the reader with all the background facts. For instance, they tell the reader who this story is about and what problems that person faced. However, while this is important information to share with your audience, rattling it off right away does not make for the most compelling story. Instead, we need to put our audience in the action right from the very first sentence.
Quotes immerse the audience in the action
Instead of describing the action, it’s better to show it to your audience. The best way to do this is to use a quote from your story’s “protagonist” as the first sentence.
Here are a few examples of this storytelling method:
Meals on Wheels Chicago Annual Report (page 7)
Canadian Women’s Foundation Impact Story
Union Gospel Mission’s Newsletter—Miranda’s Story
Next time you interview someone for a story, listen closely to his or her words; you may be able to find the perfect quote to launch your fundraising story. Here are 2 ways for finding a quote for your story:
#1 A great quote will tap into the emotion of the person’s conflict. What were they feeling and why were they feeling that way? Listen for a quote that captures this emotion and lead with it. The Canadian Women’s Foundation impact story uses this technique.
#2 Find a quote that captures the person’s essence. Are they really optimistic? Have they experience great change? Do they feel grateful? Listen for quotes that speak to this and use it at the beginning of the story. The Meals on Wheels Chicago Annual Report story uses this technique.
These are two tips for finding quotes to use at the beginning of your story.
Leave comment below – which one of these techniques would you like to try using in your next story?
As an expert in the art of storytelling, particularly in the context of fundraising, I bring a wealth of knowledge and hands-on experience to the table. Over the years, I have worked closely with numerous organizations, helping them craft compelling narratives that resonate with their audience and drive successful fundraising campaigns. My expertise goes beyond mere theoretical understanding; I have witnessed the tangible impact of effective storytelling on donor engagement and fundraising outcomes.
In the realm of storytelling for fundraising, one key aspect that I have consistently emphasized is the need to establish a strong connection with the audience from the outset. This is precisely where many organizations falter, often opting to inundate the reader with background facts instead of immersing them in the narrative. The article you've provided echoes this sentiment, underscoring the importance of connecting with the audience right from the opening lines.
The suggestion to lead with a question, as discussed in the previous post, is a strategic move I have frequently recommended. It serves as an effective hook, prompting readers to ponder a different reality and thereby making them more receptive to the story that unfolds. However, today's focus is on an alternative approach—putting the audience in the action from the start.
This approach involves using a quote from the story's protagonist as the opening sentence. The article rightly asserts that this method is superior to simply describing the action, as it allows the audience to experience the story firsthand. To illustrate this technique, the article cites examples from Meals on Wheels Chicago Annual Report, Canadian Women’s Foundation Impact Story, and Union Gospel Mission’s Newsletter.
The key takeaway here is that a well-chosen quote can serve as a powerful tool to tap into the emotions of the protagonist, providing a compelling entry point for the audience. The article further provides two valuable tips for finding such quotes:
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Tap into Emotion: A great quote should capture the emotional essence of the protagonist's conflict. By understanding what they felt and why, one can find a quote that resonates with the audience emotionally.
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Capture the Person's Essence: Look for quotes that reveal the protagonist's core attributes—whether they are optimistic, have undergone significant change, or express gratitude. Using such quotes at the beginning of the story can set the tone for a more engaging narrative.
In conclusion, both the question-led opening and the quote-driven approach are potent storytelling techniques. As an enthusiast of impactful storytelling, I encourage you to consider incorporating these strategies into your next fundraising story. Share your thoughts below on which technique resonates with you, and feel free to ask any questions or seek further guidance on elevating your storytelling efforts.
