This document provides tips for creating and utilizing donor stories in philanthropic marketing and outreach. It encourages organizations to make donor stories an essential part of their marketing and use stories as the center of their philanthropy outreach. A sample donor story is included about a man named Hal who adopted and cared for a dog named Koko and later included the animal shelter in his will. The document provides numerous tips for writing effective donor stories, including focusing on why donors give, using compelling photos, keeping stories concise, and repurposing stories across different mediums.

1. 20Legacy Donor Stories
Do be inspired.
Don’t waste time.
Do’s and Dont’s forClaire’s
01

2. pgagency.com/ignite
Don’t think of it as
a “one and done.”
Do use a donor story as the center
of your philanthropy outreach.02

3. pgagency.com/ignite
Do make donor stories
an ESSENTIAL part of
your marketing.
Don’t think of them as
a “nice to have.”
03

4. pgagency.com/ignite
Why does Koko
love Hal?
Koko is a happy, healthy girl,
but it wasn’t always this way.
She came to our shelter with
a broken leg and broken spirit
after years of neglect.
A longtime shelter volunteer who thought his “pet-owning days were over,”
Hal took an interest in Koko as she recovered and one day realized, “uh, oh, I
think I may be smitten!” Hal adopted Koko and today she’s loving life (and her
many dog toys) in Hal’s townhouse adjacent to Riverside Nature Park.
Now, Koko has yet another reason to love Hal -- he’s done something very
special. Hal updated his will and named Riverside Animal Rescue League as
a beneficiary. This retired high school science teacher says his bequest will
“make sure pets like Koko will always have the help they need.”
Thank you, Hal!
Then she met Hal.
Share the love!! Are you updating or starting
to make your estate plans?
Do think of your
donor story as a feature.
Don’t get bogged down
in the story.
04

5. pgagency.com/ignite
Don’t pursue usual suspects
or anyone who doesn’t want
their photo used.
Do ask an “everyday
philanthropist”
- like Hal.
05

6. pgagency.com/ignite
Do focus on photos.
Don’t treat photos
as an afterthought.
06

7. pgagency.com/ignite
Do hire a photographer.
Don’t settle for , phone
or event pics.
07

8. pgagency.com/ignite
Don’t forget this is
also stewardship.
Do use photos that
tell the story.
08

9. pgagency.com/ignite
Don’t over-interview
your donors.
Do get to the heart of the
story with the “why.”
09

10. pgagency.com/ignite
Do write light, bright and tight.
Don’t regurgitate your
mission statement.
10

11. pgagency.com/ignite
Do keep your legacy
prospects in mind.
Don’t preach to the choir.
(They already love you!)
11
pgagency.com/ignite

12. pgagency.com/ignite
Do spend time on format
and key elements.
Don’t just cram the page.
12

13. pgagency.com/ignite
Do stay on message.
Don’t stray from your goal.
13

14. pgagency.com/ignite
Do write a headline.
Don’t think “Donor Story” is a headline.
14

15. pgagency.com/ignite
Do keep it classy.
Don’t gush.
15
Pillar of the
Community

16. pgagency.com/ignite
Do consider a direct URL for
each story.
Don’t ignore
mobile.
16

17. pgagency.com/ignite
Do share stories
on social media.
Don’t forget to test
the link.
17

18. pgagency.com/ignite
Do repurpose in a
Ways to Give Guide.
Don’t forget
events.
18

19. pgagency.com/ignite
Do “Flip” a donor story
into a peer letter.
Don’t neglect past stories.
19

20. Do start on donor stories TODAY.
Don’t wait for TOMORROW!
20