Story Power – Strategies to help you increase fundraising income Rob Woods, Bright Spot Fundraising @woods_rob www.brightspotfundraising.co.uk www.brightspotmembersclub.co.uk

What I’ll cover 1) What I wish I’d known 17 years ago 2) Three story strategies to help you improve your influencing results 3) A juicy opportunity

… but they’re not the only thing that helps donors decide to give. Please note Examples / stories are important… … but they’re not the only thing that helps donors decide to give.

Too many conversations are nice but don’t lead anywhere What’s the BIGGEST reason for so many conversations not leading to a next step?

The Curse of Knowledge It causes you to say too much and say the wrong things

‘To defeat the Curse of Knowledge, include more examples and stories’ The antidote? ‘To defeat the Curse of Knowledge, include more examples and stories’ It causes you to say too much and say the wrong things

Why do stories / examples help you influence? Being able to convey what you mean through an example makes a big difference: Why do stories / examples help you influence?

Why do stories help you influence? Evidence Memorable Simplify. They make the complex easy to understand Help people feel as well as think

1) We connect emotionally

1) We connect emotionally Version 1 – Big picture, statistics Version 2 – Focused on Rokia’s situation

1) We connect emotionally Version 1 – Big picture situation, statistics – average of $1.14 donated

1) We connect emotionally Version 1 – Big picture situation, statistics – average of $1.14 donated Version 2 – Focused on Rokia’s situation – average of $2.38 donated

2) It ignites drive / passion to do things differently

Fundraisers who read stories before starting work: Raised more than twice the donations (23 compared to 9) More than twice the value ($3,130 compared to $1,288)

First understand them, then what? When it’s our turn to talk, what should we talk about?

What do people usually say (and write?) What our charity does

What do people usually say (and write?) What our charity does A ‘case study’ to show WHY we do it

What do people usually say (and write?) What our charity does A case study to show WHY we do it

What two concepts most help someone want to give? .

The Law of contrast The problem. There is a problem I care about. Impact. I believe your charity is able to solve it

The examples / stories are always there – the real question is how can you find them?

‘A story / example for conversation is different from ‘Case Study’

Story / example to help your fundraising conversations = Any real example, from within your charity or elsewhere, which helps a listener better understand or feel an idea

Strategy 1 – The story arc Getting structure right make a big difference

For best story results: Who Problem Action Result

Uses of structure 1) Find all the parts – ask for them

Describing one of our scholarship students: Who Problem Action Result

Describing one of our scholarship students: (Result) Who Problem Action Result

Strategy 1 – For full length stories, use this structure Who Problem Action Result

Strategy 2

Received gift of £100,000.

Received gift of £100,000. ‘It was really clear. The point I could tell she decided to make a gift was when I was giving the real examples…’ Stu Thomson

Spring 2017 – 2 x Million Partnerships won Spring 2017 – 2 x Million Partnerships won. In both successful £1,000,000 pitches, I helped them increase the number of examples

Lots of stories? Strategy 1 is too long Who Problem Action Result

Strategy 2 – One sentence examples / Big Fat Claims Find the essence!! The 7/3/1 technique

Amnesty fundraiser said Sapardurdy Khadzhiev just released in Turkmenistan

Strategy 3 Ben Swart, NSPCC

Strategy 3 – Create your own story bank

Strategy 4 – Use a prop Tori Griffiths

Strategy 4 – Use a prop

Strategy 4 – use a prop

Most fundraisers do their best Most fundraisers do their best. Why don’t more of them achieve their potential / raise more? We have ambitious targets but little / no training The effect of a one day conference / course doesn’t last Only one person in your charity does this job – you don’t feel reassured to take action

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‘If you’re not delighted with the value you’re getting I will happily send your charity a gift of £75’

5 influence strategies 1) The story arc structure to maximise impact 2) Find the essence – One sentence examples 3) Build your own story bank

Thank you, and best of luck with your stories and conversations www.brightspotmembersclub.co.uk