In Contagious: Why Things Catch On, Jonah Berger wrote, ‘Seeing others do something makes people more likely to do it themselves. If it’s hard to see what others are doing, it’s hard to imitate it. Making something more observable makes it easier to imitate.’

And how does this statement apply to your organisation? Crafting a compelling donor story gives your audience something to imitate. Because they’ve read what other donors or supporters are doing, they’re more likely to become donors themselves. Through the story of one donor, you’ve given them a reason to become one too.

How then do you craft a donor story that showcases and appreciates the support of your donors while also getting other people onboard to become donors?

The first step before crafting your donor story is to know why you’re writing the story. Is the story to show appreciation, spotlighting how their contributions have helped your organisation? Are you using the story to encourage your audience to consider becoming donors too? Knowing your objectives will help you as you sit to write your donor story.

If you know why you’re writing, you can start thinking of how to write your donor story. Our example will be referring to Jane’s story in a previous blog post ‘Transforming Your Nonprofit’s Narrative: How to Craft an Impact Story.’ But Jane is now a donor.

Let’s get started.

Step 1: Identify the donor

Highlight the donor’s background and provide context about who they are and their connection to your cause. ‘Jane is a small business owner who owns a bike shop and has a passion for repairing bikes and has been a committed supporter for the past two years.’

Step 2: Show the connection

Explain their relationship with your organisation, describing how they first got involved with your organisation and what motivated them to support your cause. ‘Jane’s journey with us began when she came for cycling lessons and experienced firsthand our dedication to our mission of helping young girls and women gain confidence on the bike.’

Step 3: Illustrate their impact

Spotlight their contributions. Detail the specific ways they have contributed to your organisation. This could either be through financial support or volunteering. The most important thing is that you’re highlighting the value they bring to your organisation. ‘Jane has donated over ten bikes since supporting us and has volunteered her time to repair punctured tyres for our beginner cyclists.’

Types Of Non-Profit Donors (+Best Ways to Interact) – Handwrytten

Step 4: Share personal insights

Write in the donor’s own words. Include quotes and anecdotes from the donor about why they support your organisation as well as personal stories that showcase their dedication. ‘Jane says, “I was a beneficiary of the great work WomenCycling does for young girls and women, and I’m glad I’m able to give back in the little way I can so that many more young girls can benefit from their efforts.”’

Step 5: Connect to the broader mission

Tie their story to your cause, explaining how their contribution aligns with your mission and the tangible impact of their support. ‘Thanks to Jane’s generous contributions, we’ve been able to give more girls bicycles so they can practice and cycle anytime they want to.’

Step 6: Incorporate visuals

Include visuals of your donor at work, where applicable. This will not apply in all situations, particularly with financial donors. However, if you have a fundraising page where you receive financial contributions, you can include a screenshot of how much you’ve raised so far.

Step 7: End with gratitude and encouragement

Finish your story by thanking the donor and encouraging others to follow their example. Remember that others imitate what they see. ‘We are very thankful for Jane’s support, and we’re inspired by her commitment and dedication to our mission of empowering young girls and women. Join Jane in supporting our cause today.’

Crafting a donor story that resonates and inspires others requires authenticity and strategic storytelling. Are you ready to craft your donor story?

The Power of Your Donors’ Stories | Giving USA