This dissertation explores how non-profits use digital storytelling for fundraising purposes. The author interviewed people from four Irish non-profits about their use of digital stories on websites and social media. The interviews found that compelling digital stories can demonstrate impact and show how donations help people. However, the relationship between digital stories and fundraising is still unclear. Non-profits struggle with digital storytelling and need more support to understand and measure its impact. Opportunities also exist to leverage new technologies to increase the reach and engagement of stories. Further research is needed on digital storytelling's role in fundraising.

1. Abstract
Stories Non-Profits Tell:
The role of digital storytelling as a strategic fundraising tool
Mark O’Doherty
People have been telling and sharing stories since the dawn of time. However, the way they
tell and share them has evolved, particularly with the technological developments over the
last twenty years. This dissertation explores digital storytelling in non-profit organisations,
and examines the role it plays in their strategic fundraising. The limited international
literature and academic research available on the relationship between digital storytelling and
fundraising, and the fact that there is nothing available from an Irish perspective highlighted
the need for exploratory research. Semi-structured interviews were conducted with four
individuals working in Irish non-profit organisations actively engaging in digital storytelling
via their websites and social media channels. The research confirmed that authentic and
compelling stories can be found in Ireland’s non-profit sector. Powerful digital stories are
being increasingly used as a cost-effective tool to demonstrate impact and show how
donations are making a difference to peoples’ lives. From a fundraising perspective digital
storytelling should engage with people on an emotional level and ultimately prompt a
donation. However, there was consensus that the relationship between digital storytelling and
fundraising has not been clearly established, and that Irish non-profit organisations are
continuing to struggle with this. To address this there is a need for greater understanding and
support for digital storytelling throughout organisations. The limitations and gaps in
measuring the impact and effectiveness of digital stories should also be addressed.
Participants identified opportunities to further capitalise on recent digital advancements in
video and mobile smartphone technology to help with the reach, accessibility and emotional
engagement of their storytelling. The need for future research is apparent and could include a
quantitative study of Ireland’s non-profit sector’s digital storytelling landscape and an
examination of the impact that different types of digital stories have on donors’ engagement
levels and willingness to give. It is hoped that the findings from this dissertation will inform
Irish non-profit organisations as to the real value that digital storytelling can offer them,
particularly as a strategic fundraising tool.
Presented in partial fulfilment of the requirements for the
Masters of Arts in Management - Community & Voluntary Services
All Hallows College / Dublin City University