How to gather, write and

publish your donor stories

Leah Eustace, CFRE Principal & Chief Idea Goddess

leah@goodworksco.ca

@LeahEustace

Why stories are awesome…

• Keep the reader’s attention

• Help you communicate better

• Enhance your credibility

• Linger longer

• Get passed along

• Raise more money!

Gathering stories

Look… and listen

• Listen to what’s being said around the water cooler

• What’s your founder story? • Talk to people on the front lines • Think about your own story… • Attend your charity’s events • Keep an eye on the blogs • At the end of every day ask

yourself “what happened today that would make a good story?”

Extend an invitation

Pay close attention

Always be prepared

Conducting an interview

Preparing your interviewee

Preparing yourself

Tips and tricks

What to ask

• Why don't you start by telling me a little bit about yourself

• How did you come to be involved in [charity]?

• What role does [charity] play… what sets it apart from other charities?

• What impresses you most about [charity]?

• Tell me about a particular person you've met, or a program you've been involved with (or a story you've read) involving [charity’s] work that has stood out for you

What to ask

• Do you remember when you first heard of [charity] and under what circumstances it was?

• What prompted your first gift to [charity]?

• Where does your philanthropic spirit come from? What values were you brought up with?

• What led you to consider a bequest?

• What do you hope your bequest will help accomplish?

What to ask

• What difference do you hope [charity] will have made when you look 25 or 50 years into the future?

• Why should people consider leaving a bequest to [charity]?

• If you had an opportunity to speak to other donors who were considering a bequest, what would you say to them?

Probe

• Walk me through…

• Paint a picture of…

• How old are…?

• What is that person’s name?

• How did that make you feel?

• What’s it like to…?

• What went through your mind when…?

• How did you react to…?

• What hurdles did you face when…?

The last best question

Is there anything else you’d like to add that we haven’t touched on?

What’s next?

Writing

Components of a great story With thanks to Mark Phillips www.queerideas.co.uk

Think about the end product

Involving the donor in the process

The end product? A work of art

Download at www.goodworksco.ca/who-we-work-with/portfolio

Thank you!

Leah Eustace, CFRE

Principal & Chief Idea Goddess

Good Works

leah@goodworksco.ca

www.goodworksco.ca

@LeahEustace