Inform the story that’s related to donors [BOOK REVIEW]

Constructing a Story Model: Make clear Your Message So Clients Will Hear by Donald Miller

It’s nearly comforting to find that business entrepreneurs face nearly precisely the identical problem we fundraisers face. They’re additionally vulnerable to the identical fundamental errors that make our messages ineffective.

Constructing a Story Model is speaking to entrepreneurs, and the massive thought is that this: If you wish to get individuals to purchase your stuff, cease speaking about your self, and begin speaking about them — and the way your stuff matches into their lives.

And because you’re a sensible fundraiser, you’re saying, That’s precisely what fundraising ought to do too! With, at most, a little bit of a twist.

The “story” this e book is about is the story you ought to be telling if you wish to inspire individuals. It’s the story the place they’re the hero (not your group), and how one can assist them accomplish one thing nice.

The central level of the e book is the “StoryBrand 7 Framework.” Right here it’s — and I’ve barely revised it to make it about donors and fundraising:

1. The donor is the hero, not your model. That is an important level, and as soon as anybody believes this, they’re on the street to nice fundraising.
2. Fundraisers are inclined to promote options to exterior issues, however donors give to unravel inside issues. This can be laborious to consider, as a result of your donors are on board with what you’re doing. However not as a result of they need your group to succeed. They’re in it for what it means to them — their values, their sense of how the world must be, their hopes and fears.
3. Donors aren’t in search of one other hero, they’re in search of a information. Whenever you zero in on what donating means for them — and never your group — you’re talking into their actuality. You might be serving to them be heroes!
4. Donors belief a information who has a plan. This is the reason profitable fundraising is about an issue and an answer that the donor makes occur. It’s a plan.
5. Donors don’t take motion until they’re challenged to take motion. Ask. You’ve acquired to instantly, clearly, urgently, and repeatedly ask.
6. Each human being is making an attempt to keep away from a tragic ending. One of many worst fates any human can face is to undergo life and by no means make a distinction. Donors get this. You assist them triumph in their very own lives.
7. By no means assume individuals perceive how your model can change their lives. Inform them. All the time make “what this implies for you” a part of your fundraising message.

There’s much more on this inspiring and helpful e book. Extremely really useful.

(This publish first appeared on March 26, 2019.)