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Donor Stewardship That Tells A Story


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There are lots of ways to steward donors and even more ways that you could tell stories. In this webinar, Vanessa Chase Lockshin will talk about the best ways to combine these strategies so that donors feel thanked, connected to their giving values, and understand their impact.

Published in: Government & Nonprofit
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Donor Stewardship That Tells A Story

  1. 1. Donor Stewardship That Tells A Story Presented by Vanessa Chase Lockshin The Storytelling Non-Profit
  2. 2. Vanessa Chase Lockshin Fundraising and Communications Expert Helped non-profits raise over $10 million Author of The Storytelling Non-Profit: A practical guide to telling stories that raise money and awareness Speaker: AFP International, CASE, BBCON, Association of Donor Relations Professionals Clients: Barnard College, BC Children’s Hospital Foundation, Girl Scouts of the USA, Meals on Wheels, Win Without War
  3. 3. What’s the first thing that comes to mind when you think of donor stewardship?
  4. 4. • 3 best practices for infusing storytelling into donor stewardship • Which elements of the story to emphasize • The types of stories that work best for stewardship • How to consistently use stories to thank donors • Examples of storytelling and stewardship in practice What You’ll Learn
  5. 5. Which of the following best describes your stewardship materials? A. Inspiring and connecting B. Pretty standard, but nothing special C. Boring
  6. 6. Why stories and stewardship?
  7. 7. 3 Practices for Using Stories in Stewardship
  8. 8. #1 Aim to Increase Clarity Read through your materials and look for: • Places where you’ve used the word “impact” but haven’t explained it • Identify opportunities to go from big picture to specific • Look for places to be really tangible
  9. 9. #2 Be More Human Some things to consider: • If you were writing a personal thank you note to a friend or family member, what would you include? • No jargon, boiler plate information, or excess information • Storytelling is conversational
  10. 10. #3 Account for the Donor’s Story Things to consider: • Where is the donor at in their giving journey/story? • Can you provide them with some narrative for part of their story? • This is about showing them that giving says something good about them
  11. 11. Storytelling Tips for Stewardship
  12. 12. What are the elements of a good non-profit story?
  13. 13. Connectio n Characte r Conflict Resolutio n Call to Action Story Structure
  14. 14. Story Structure Things to consider: • Your stories should show how giving helps solve the problem or fills a need • Help donors see that they are the heroes of the story, not your organization • Provide a resolution that demonstrates an inspiring vision
  15. 15. Stories to Share Client Staff Members Board Members Volunteers Donors Community Advocates
  16. 16. Types of stories you can tell in stewardship • Stories about outcomes • Stories that reinforce a donor’s giving values • Stories that connect donors to impact • Stories about people/places that benefit from what donations make possible • Stories about the future Stories to Share
  17. 17. Tips for you: • Do an audit of your stewardship materials to look for storytelling opportunities • Anytime something gets sent to donors ask, “Can we include a story?” • Develop a stewardship checklist that includes storytelling • Cultivate a culture of storytelling at your organization Consistently Telling Stories
  18. 18. Some Fun Examples!
  19. 19. Stewardship Ideas
  20. 20. Delaware Youth in Government
  21. 21. What’s your #1 takeaway from today’s webinar?
  22. 22. Evaluate Your Stewardship The Stewardship Assessment Tool
  23. 23. Questions? @VanessaEChase storytellingnp/ /storytellingnonprofit