Session: From Rubbish to Rescue to Relationship: Fundraising Storytelling Reconsidered

Many hardworking fundraisers who believe in the power of storytelling, think we have to choose between two story types in fundraising:

1. Fact-heavy argumentation with “organisation as hero” stories.
2. Emotional “donor as hero” stories.

In this session, Jeff Brooks and Julie Cooper, explain why both of these models have serious flaws:

The first is simply rubbish – ineffective at raising funds. It’s irrelevant to donors.

The second, while it can be effective, often sets up an unhealthy “victim/rescuer” dynamic. It can lead to the “othering” and even belittling of beneficiaries.

Good news: There’s another way to tell stories in fundraising!

Recent research in psychology has uncovered the concept of “companionate love” – the human need to help those we are connected with. Instead of focusing on rescue narrative, we can create stories that encourage connectedness. This approach not only works to raise funds, there’s evidence that it leads to more donor engagement and retention than the “rescue” model.

Jeff and Julia will show you the remarkably easy ways to transform your stories to the relationship approach that changes the world, and helps donors better understand the work they fund.

Jeff Brooks

Jeff Brooks, named "America's top fundraising writer" by the legendary Tom Ahern, has been telling stories for the nonprofit community for more than 35 years. He has worked with organizations large and small around the world, and has served in many charity sectors, including international development, health and hospitals, social services, faith-based, and arts and culture. His career has been a sort of quest for the right story that will change the world by changing the hearts and minds of donors, and he invites you to join that quest. It’s a high adventure with a lot of treasure to be found along the way – and his session at the Fundraising Summer School will help us become more confident tellers of the right stories. Jeff blogs at the popular Future Fundraising Now and Moceanic blogs and is the author of three books, including The Fundraiser's Guide to Irresistible Communications.