A no-nonsense guide to telling the story that really matters to would-be donors. Originally presented by Jann Schultz and Jeff Brooks at the Bridge Conference, July 14th, 2016.

1. Jann Schultz
Jeff Brooks
The Offer Is the Story,
the Story Is the Offer:
The REAL Reasons Donors Give
(and how you can give them those reasons)

2. Donors don’t give
to support your
organization.

3. Donors don’t give
to support your
organization.
They give to
express
their values.

4. What it’s like
for donors
when you
think it’s all
about you...

5. Our
programs!
Our
methods!
Our
brand!
Our
staff!

6. Our
programs!
Our
methods!
Our
brand!
Our
staff!
?

7. We’ve got
to tell our
story!
How fundraising goes
wrong before it starts...

8. We’ve got
to tell our
story!
If people knew
how awesome
we are, they’d
give!
How fundraising goes
wrong before it starts...

9. What can I
do to make
the world a
better place?
What donors are thinking

10. What can I
do to make
the world a
better place?
What donors are thinking
Do you have
an answer to
their question?

11. What donors need...
1. A problem to solve
2. Evidence of success
3. A story to tell

12. A problem to solve
We have tons of lifesaving medical
supplies on hand, donated to us by generous
partners.
It’s all urgently needed in poverty zones,
where people are suffering, sick and dying.
Without the means to send these supplies
to their destination, they won’t do anybody
any good.

13. Every $1 you give will ship $105 worth
of medicine and supplies, so your gift
multiplies an amazing 105 times.
When you give a gift of $25, it will
send $2,625 in life saving medicine that
will stop sickness before it kills.
A problem to solve

14. My name is Angel.
I'm an 8-year-old girl from
Swaziland, and you can change
my world for good!
Make me part of your family, and
help me reach my God-given
potential. $39 a month can help
transform my community and
change my world.
A problem to solve
World Vision

15. As their sea ice habitatAs their sea ice habitat
shrinks from climate change,shrinks from climate change,
skinnier and hungrier polarskinnier and hungrier polar
bears face a grave challenge tobears face a grave challenge to
their survival.their survival.
You can play a critical role inYou can play a critical role in
the fight to protect wildlife andthe fight to protect wildlife and
their habitats by symbolicallytheir habitats by symbolically
adopting a polar bear.adopting a polar bear.
A problem to solve
World Wildlife Fund

16. Evidence of success
This is Johanna.
She carried her
daughter on her
back to reach
the clinic for
medical
treatment. Her
daughter is
alive today,
thanks to you.

17. Evidence of success
Charity:Water

18. A story to tell
I sent thousands
of dollars worth
of medicine to
sick people!
I save a
polar bear
every month!
I’m a
decent
person. I’m following
the Scriptures.

19. A story to tell
I sent thousands
of dollars worth
of medicine to
sick people!
I save a
polar bear
every month!
I’m a
decent
person. I’m following
the Scriptures.
She’ll write the story...

20. A story to tell
I sent thousands
of dollars worth
of medicine to
sick people!
I save a
polar bear
every month!
I’m a
decent
person. I’m following
the Scriptures.
She’ll write the story... But you have to supply
the materials!

21. How to make your story
the donor’s story
1. Say “you” constantly
2. Put the donor in the story
3. Keep your heart on your
sleeve
4. Put the donor in the action

22. Say “you” constantly
If you’ve ever wanted to help people
who are suffering, and if you’ve ever
wanted to create real, lasting change in
their lives, this is the time. Because the
value of your gift goes through the roof
when every single dollar you give will
do $105 worth of good.

23. Say “you” constantly
If you’ve ever wanted to help people
who are suffering, and if you’ve ever
wanted to create real, lasting change in
their lives, this is the time. Because the
value of your gift goes through the roof
when every single dollar you give will
do $105 worth of good. 8% of the wordsin this passageare “you”!

24. Donor in the story
Our staff of doctors, nurses and health workers are
trained and positioned to save lives:
•They know the people and the health problems they
face.
•Many have spent years fighting these exact health
issues in similar communities.
•We'll provide them with all the medicines and supplies
they need to save lives and return sick people to health.
In fact, the supplies have already been donated -- we just
need to ship them to the field!
Please give today so we can make all this happen!

25. Donor in the story
Our staff of doctors, nurses and health workers are
trained and positioned to save lives:
•They know the people and the health problems they
face.
•Many have spent years fighting these exact health
issues in similar communities.
•We'll provide them with all the medicines and supplies
they need to save lives and return sick people to health.
In fact, the supplies have already been donated -- we just
need to ship them to the field!
Please give today so we can make all this happen!

26. Donor in the story
Our staff of doctors, nurses and health workers are
trained and positioned to save lives:
•They know the people and the health problems they
face.
•Many have spent years fighting these exact health
issues in similar communities.
•We'll provide them with all the medicines and supplies
they need to save lives and return sick people to health.
In fact, the supplies have already been donated -- we just
need to ship them to the field!
Please give today so we can make all this happen!
FAIL

27. Your generosity will make it possible for
doctors, nurses and health workers in poor areas
around the world to treat their patients, instead of
being forced to stand by and watch them suffer.
These clinics lack almost everything -- even
ordinary medicines that you or I could easily pick
up at the corner drugstore. That’s why your gift is
so important.
Please give now, and your gift will multiply 105
times to send medicine and medical supplies to
fight disease, heal hurts, and save lives.
Donor in the story

28. Heart on your sleeve
Hamid bursts into fits of coughing without
warning -- deep, rattling coughs that cause him
to spit up blood. The pain in his chest is so bad,
it’s like a giant is sitting on top of him. During
the day, he burns up with fever. At night, he
shivers with chills that freeze him. He has
tuberculosis, and it’s just heartbreaking how he’s
suffering.
The only solution is if Hamid gets the
treatment he needs -- treatment that you can
provide through your gift.

29. Donor in the action
Fundraising is about
action – action the
donor can take!
Not action the donor
watches us take!

30. Fundraising
offer:
• Specificity
• Cost
• Impact
• Urgency
Donor in the action

31. Fundraising offer:
Donor in the action

32. Standard Old-Line Fundraising
We are
AWESOME!

33. We have the most effective,
cutting edge programs in the
world today. Our staff are at the
top of their field, and have
decades of experience.
Standard Old-Line Fundraising

34. Storytelling Fundraising
We do
awesome things!
Here’s a story
to show you.

35. The puppy shivered in the winter
cold. In his short life, he's never
eaten anything but garbage, and
nobody had ever said a kind word to
him. Until we came a long, picked
him up, wrapped him in a blanket,
and took him to our shelter for
nutritious food, medical care, and
good old TLC.
Storytelling Fundraising

36. Donor-Focused Fundraising
You are
awesome!
Let me show
you how.

37. A puppy is shivering in the winter
cold not so far from your home. In his
short life, he's never eaten anything
but garbage, and nobody had ever said
a kind word to him. Until you decide
to help him. Your kindness will pick
him up, wrap him in a blanket, and
take him to our shelter for nutritious
food, medical care, and good old TLC.
Donor-Focused Fundraising

41. Donors do more
than just
donate. They
also live out the
values they
share with us.
(Booklet offered
to donors and
prospects.)

42. How we “get the goods”
for our donors...
• Mining our program results database
• Quarterly updates from program leaders
• Sending professional photojournalists to
the field
• Storytelling training for field staff
• Educating senior leaders on importance
of stories and offers
• Never stop working on this stuff!

43. Thank you!
@jannschultz
jeff@jeff-brooks.com
@jeffbrooks